경영학 리복의 신제품 운동화 컨셉 제안서(영문)

경영학 리복의 신제품 운동화 컨셉 제안서(영문) [경영학] 리복의 신제품 운동화 컨셉 제안서(영문).doc 목차 1. Executive Summary 2. Introduction/Company Profile 3. Product Innovation Charter 4. Market and Trend Analysis 5. Market Opportunity Identification 6. Idea Generation 7. Product Concept Development – Concept Statement 8. The Full Screen 9. Sales Forecasting/Financial Analysis 10.Product Protocol 11. Product Launch Planning 본문 4. Market and Trend Analysis According to Korean Medical Association (KMA), 32.4% of Korean adult population and 25% of Korean adolescence are overweight as of 2009 and 150,000 ~ 200,000 people are diagnosed as obesity every year. Overweight and obesity are now social issues in Korea. The entire population of Korea is in a diet syndrome. In the past, most of people only focused on losing weight and being skinny. Nowadays, however, the diet means not only losing weight but also staying in a good shape with balanced nutritive conditions. As a meaning of diet is getting comprehensive, diet population is getting bigger. The diet market is showing a substantial amount of growth and getting more attractive to related firms. The exact number of domestic diet market is difficult to assess, however, we can assume how the diet market is big based on domestic diet food market size. The left- side graph shows diet food market size and its growth. As we can see, the market has been growing steadily in recent five years. Moreover, according to E-mart, a leading Korean retail company, diet-related products sales in 2010 have been increased by 20~103% compared to that of 2009. These data prove how people’s interest on diet is incredible. It is not an exaggeration to state that people put tremendous weight on their appearances nowadays. In particular, Koreans show extreme concern about their weight. ‘Well Being’ has been a trend which has shown explosive growth during the past decade and is still a major 본문내용 nvergence of Reeboks functional foot wear Reetone with IT features. Has display, scale, BMI calculator embedded. A new type of product targeted mainly at Koreans in their 20~30s who is interested in diet. Company Background Reebok, once a major sports brand but now a part of Adidas, recently launched Reetone line which is functional footwear. Massive advertisements are on air currently, crea