HANKOOK輪胎集成行銷計劃(ppt 70頁)(英文)

1. Market analysis
2. Target consumers
3. Product positioning
4. Brand positioning
5. Key points in the process
of marketing
6. Integrated marketing strategy
7. Media plan
8. Promotion plans

1. Market analysis
Overall trend：
The national sales in 1998 totals 1.6 mil pieces, with 2.4% growth compared to year of 1997. The market potential also increases slightly. The demand structure continues changing and the competition is being more intense.
Private autos plays a more important role. In 1998, the total amount of private cars was 0.71 mil which took up 45.51% among the total auto sales. Personal consumption increase of tires is obvious. In Beijing, the number of private cars grew 8 times between 1992 and 1995.

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