A Case Study on the Brand's Validity and Plan of Marketing Strategies - Focused on Golf Wear Brand "K" -

마케팅 믹스 전략적(戰略的) 측면(側面)의 브랜드 타당성(妥當性) 및 정책(政策)에 관(關)한 사례(事例) 분석(分析) 연구(硏究) - 골프 웨어 "K" 브랜드를 중심(中心)으로 -

This study has been made as a way of serving the educational-industrial cooperation purpose. By performing a case study of Brand "K", a golf-wear brand, the validity of its marketing strategies will be examined, and desirable marketing plans will be proposed. Furthermore, the case study of Brand "K" aims to provide useful information about forming marketing strategies for other clothing brands. As method to accomplish this study, it is conducted by investigating Brand "K" 's 4Ps strategies, 4 input variables of marketing mix and understanding its problems. In addition, the study includes a consumer inquiry for marketing research. By doing so, the results of the study produces helpful marketing strategies. The results of Brand "K" 's case study show that there is a problem on each of the 4Ps strategies and the consumer inquiry indicates the same problems of the 4Ps stratgies. Therefore, Brand "K" needs to reexamine and reform its marketing strategies. Besides, it has been discovered that the results of Brand "K" 's study are so general that they can be applicable to other golf-wear brands.