Market Market size: 48 trillion won in 2012 , online shopping mall industry isn’t simply a passing fad or a boom. Growth is expected to be steady every year lealer Offering both online shop and offline shop which differentiates the company Itself to satisfy both customer who would Like to shop online or offline. Suppliers Same suppliers in terms of product with other competitors but Standalone provide their own design at the same time for being unique among competitors 2.
Strategy audit : mission Be confident about their personality and attractiveness vision Constant growth of online shopper, Keeping up with the newest technologies, Following fashion trend goals To keep up with Increasing demand from other Asian countries, Standalone ultimately aims to being an international fashion and beauty brand/shop by opening additional global websites and offline shops. And also as providing Its own designed products, being a fashion brand not Just a online shop. . Marketing organization : As an Asian company, it is inevitable to have a hierarchy within company but with an open-minded, unconstrained, young leader and employees ease the seniority structure. Functional Efficiency Started from small size of market share so customer service, satisfaction is the major concern :viral marketing via social media including cocktail, twitter, youth and Backbone Training CSS employees and sales forces is the most important factor inside the company.
Interface Efficiency There might have problems between marketing and other business functions since Standalone is leading company of the market so other management or finance departments tend to ignore the need of marketing. 4. Marketing fiction : ups Product Standalone offers various range of product line. They sell the products from wholesaler from demonology fashion market, their own cosmetic line and their own clothing line. Also they are part of fast fashion so they tend to remove stock by sales and promotion in each season.
Price Overall price of Staleness’s product is affordable but for the products designed by the company is slightly expensive. The price of their cosmetic line is also price which makes the brand more unique. Promotion : Offer Sales and promotion at the end of the season and special occasion. Place Online shopping mall’s advantage is that every customers can easily access. Also Standalone opened a offline shop in center of Seoul, and in Hong Kong which might bring potential customer who would love to shop offline. Packaging No special packaging for their clothing line but the packaging of cosmetic line is unique enough to attract customers.
Positioning Current perception towards Standalone from customer is moving to a brand, not Just like any other online clothing retail shop. People The CEO of Standalone referred that they don’t aim to be a luxury or high fashion brand, they want to be friendly and familiar since they started from small size so the most important employees are customer service department of the company. Internal (control) : customer : CSS, employees: training, website traffic :Estimated website traffic net worth $33,715 US Dollars external (no control) : social network, media, word of mouth, customer reviews