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An article in The Australian Financial Review on 26 may 2009illustrates that how the great survivor of shoemakeradapt the marketing concepts of targeting andcompetition in its maintaining of company management.
The great survivor of shoemaker recognizes that many customerscomplain what mostly cheap price shoe’s companies cannot respond immediately what customer wants because of long distance between customer and companies.So, J. Robins & son decideto build their model nearby mass customization for communicating with customers.
So, the company, in this example, is trying to adopt segmentation of geographic on marketing concept.Adefinition of segmentation is that “, dividing a market of various group of buyer which need different products by various factors (Kotler, 2011, p.86)
J. Robins & Sons is managing the company to deal much smaller outputs quickly at around customization. Itsreason whycannotbe completedby same waywith management of low prices such as china, Vietnam and Philippines.For example, the company can supply shoes which are ordered by retailers, within 5days.It’s how the inventory system and a sophisticated supply chain support to respond quickly from a demand. In other words,Itis a competitive powerof this company that company is located nearby mass customization and it is supporting to supply shoes what customers needeasily, quickly and exactly.
The article also describes that the company applies concept of targeting.
Targeting is defined asestimating which market segment is attractive and chooses one or more segments to supply. (Kotler, 2011, p.87)
Every peoplehave different preference of service or product. Therefore, offering more specific product or service for various kinds of needsis higher probability of successthan offer only in stock manufactured goods.If customer realizes a product which is same as other companies, they have no motivation to buy it. Therefore, Offering what customer need and to supply more closely.