The Dr. Kruz Nutty Brand (영어리포트입니다)

소개글

미국 대학 유학하면서 a 받았던 자료입니다..

목차

Customer Analysis
1.Who Are Individual Private Buyers?
2.Why Target Individual Private Buyers?
3.Who Are Distributors?
4.Gift Shops
5.Bookstores

Competitor Analysis
Growth of the Cruise Industry
Competition over Potential Consumers
Grouping the Competitors
Grouping the Competitors
Protecting the Brand

Environmental Analysis
Technological Trends
Consumer Trends
Possible Opportunities & Threats
Potential Key Success Factors and Sustainable Competitive Advantages

Key Success Factors
Access to Major Channels (Present)
Attracting Customers/Promotional Effectiveness (Present)
Continue to Capture the Trends of Consumers (Future)
Funding for Growth (Future)

Sustainable Competitive Advantages
Product Differentiation
Good Distributor Relations
Good Customer Relations
Brand Awareness
Product Differentiation
Conclusion

References

본문내용

Key Success Factors
In order to compete with other products in this broad market, the Dr. Kruz Nutty brand needs to have several key success factors. Certain KSFs are necessary for present competition and others are important for long term, or future success in this industry. The most important KSFs in order for Dr. Kruz Nutty to compete are access to major channels, attracting customers/promotional effectiveness, continuing to capture the trends of consumers, and funding for growth.


Access to Major Channels (Present)
Rivals in this industry have their products available to consumers through several easily accessible channels. Products competing with Dr. Kruz Nutty’s book are distributed through online bookstores such as Amazon.com or Barnesandnoble.com, retail bookstores, travel agencies, or on personal websites. In this respect Dr. Kruz Nutty has the ability to compete because his products are also available via these accessible channels.

참고 자료

(20061). Cruise industry overview. Retrieved October 27, 2007, from Cruise Line
International Association Web site: http://cruising.org/press/overview%202006/5.cfm

(20062). Cruise industry overview. Retrieved October 27, 2007, from Cruise Lines
International Association Web site:
http://cruising.org/press/overview%202006/9.cfm

(2007). Cruise Crazy: The Cruise Addict`s Survival Guide. Retrieved October 22, 2007,
from Amazon.com Web site: http://www.amazon.com/Cruise-Crazy-Addicts- Survival-Guide/dp/1933102594/ref=pd_bbs_sr_1/002-6809523- 5161608?ie=UTF8&s=books&qid=1193247905&sr=8-1

Aaker, David A., (2008). Strategic Market Management. Hobenken, NJ: John Wiley & Sons, Inc.

BREA, (2007, 08). The Contribution of the North American Cruise Industry to the U.S.
Economy in 2006. Retrieved October 22, 2007, from Crusing.org Web site:
http://www.cruising.org/Press/research/U.S.CLIA.Economic.Study.2006.pdf

Grace, P. (2007, August). Inspired Author: Turning Hobby Writers into Paid & Published Authors. Retrieved October 20, 2007, from http://www.inspiredauthor.com/v3/how-become-famous-author

Mick, B (2007). Cruise Crazy: The Cruise Addicts`s Survival Guide. Retrieved October
26, 2007, from Dr. Kruz Nutty Web site: http://drkruznutty.com/BookHome.html

Sorensen, Alan T., & Rasmussen, Scott J. (2004, April). Is Any Publicity Good Publicity?
A Note on the Impact of Book Reviews. Retrieved October 21, 2007, from http://www.stanford.edu/~asorense/papers/bookreviews.pdf