Mission #3 cityholic Team A: leader. Yunkyeong Han Junhyeong Park The cityholic Mission #3 Team A: leader. Yunkyeong Han Junhyeong Park Jimin Park Hoseon Yun

INDEX THE KOREAN MARKET MARKETING IDEAS STEP1. STEP2.

1. THE KOREAN MARKET

TECHNOLOGY MARKET BUSINESS CONSUMER 1. THE KOREAN MARKET TECHNOLOGY MARKET BUSINESS CONSUMER EXCHANGE Marketing is a widely used term to describe the means of communication between the company and the consumer audience. Marketing is the adaptation of the commercial activities and use of institutions by the organizations with a purpose to induce behavioral change on a short-term or permanent basis

1. THE KOREAN MARKET BUSINESS a. BUSINESS

1. THE KOREAN MARKET BUSINESS a. BUSINESS

Strengths of LinkedIn a. BUSINESS 1. THE KOREAN MARKET BUSINESS a. BUSINESS Strengths of LinkedIn It grows up to one of popular social networking sites based on an expert networking platform. It has a lot of expert information and employment opportunities as compared with other networking sites Sharing various industry issues.

Weaknesses of LinkedIn 1. THE KOREAN MARKET BUSINESS a. BUSINESS Weaknesses of LinkedIn Connecting with unknown people Restrictive sharing service

Data Mining 1. THE KOREAN MARKET b. TECHNOLOGY MARKET Generally, data mining (sometimes called data or knowledge discovery) is the process of analyzing data from different perspectives and summarizing it into useful information - information that can be used to increase revenue, cuts costs, or both. Data mining software is one of a number of analytical tools for analyzing data. It allows users to analyze data from many different dimensions or angles, categorize it, and summarize the relationships identified. Technically, data mining is the process of finding correlations or patterns among dozens of fields in large relational databases.

What can Data Mining do? 1. THE KOREAN MARKET b. TECHNOLOGY MARKET Data mining is primarily used today by companies with a strong consumer focus - retail, financial, communication, and marketing organizations. It enables these companies to determine relationships among "internal" factors such as price, product positioning, or staff skills, and "external" factors such as economic indicators, competition, and customer demographics. And, it enables them to determine the impact on sales, customer satisfaction, and corporate profits. Finally, it enables them to "drill down" into summary information to view detail transactional data.

LinkedIn’s ‘Where How’ 1. THE KOREAN MARKET TECHNOLOGY MARKET b. TECHNOLOGY MARKET LinkedIn’s ‘Where How’ It is a software that allows users to know where and how they can find Meta data It extracts Meta data from Big data periodically. The technology that analyzes and summarizes data flow so that possible to use data easier.

‘Facebook’ United States 1. THE KOREAN MARKET b. TECHNOLOGY MARKET

It has exact Filtering standard. 1. THE KOREAN MARKET TECHNOLOGY MARKET b. TECHNOLOGY MARKET ‘Facebook’ United States It has exact Filtering standard. It shows contents to high-related target based on related search, followers, friends and liked page.

‘AlbaMon’ Korea 1. THE KOREAN MARKET b. TECHNOLOGY MARKET

Its Filtering standard is comparatively vague. 1. THE KOREAN MARKET TECHNOLOGY MARKET b. TECHNOLOGY MARKET ‘AlbaMon’ Korea Its Filtering standard is comparatively vague. It needs to show advertisement based on user’s interest category.

1. THE KOREAN MARKET CONSUMERS Staying ahead of the consumer is an important part of a marketer's job. It is important to understand the "marketing environment" in order to comprehend the consumers concerns, motivations and to adjust the product according to the consumers needs.

LinkedIn in Korea 1. THE KOREAN MARKET CONSUMERS Job-matching network service "LinkedIn" became a global business SNS channel with more than 2 hundred million users, but it is not as popular as 'Twitter' or 'Facebook'. It is hard to find famous CEO or politician who use LinkedIn in Korea.. When LinkedIn started service for Korea at December 2011, there were 300000 Koreans who were using it. The growth of the number of users is not that big. Koreans who use LinkedIn usually want to get a job in foreign companies or belong to overseas branches of Korean companies. It looks like 'LinkedIn' is not that popular in Korea than other countries. Because in Korea, there are many well-developed employment agency websites, and Koreans are unfamiliar with releasing one's career.

LinkedIn in China 1. THE KOREAN MARKET CONSUMERS 1. Last February, LinkedIn opened its official website 'Lingying' only for Chinese, and did go along with censor regulation of Chinese government. In addition, LinkedIn succeeded to go in the right direction with Chinese government and competitive composition by collaborating with 'Sequoia Capital China'. Developing 'LinkedIn China' as an independent start-up company in China by engaging Chinese CEO and empowering was the point too. This Empowering made 'LinkedIn China' take action what customers really want. 2. LinkedIn started platform integration with China's own SNS "WeChat" According to Chinese who works at a multinational corporation, using LinkedIn is better to get a global, premium job than using 'zhaopin.com' or '51job'. >>>We must give customers an impression that our service is better than local ones that they have used.

1. THE KOREAN MARKET Why should Cityholic need to adapt the Marketing Strategy to the Korean market?

1. THE KOREAN MARKET Every country has different national characters and cultures, so we have to consider proper market approach to adapt to each country.

Korea 1. THE KOREAN MARKET Demand Korea has a low employment rate and really concerned about it. This is a new era that over 50 wants to get a new job after retirement. It reflects that target market is quite big. This can be a good background that can lead to a success. Competitor Korean online job sites are well-developed and lively. Many people use these. But it could have a gap. Existing Korea job sites has many job announcements. But they are lack of Profile-based community and hard to see a space for communication. Cityholic can appeal its functions such as guild(office) and social networking which LinkedIn also has. Timing of breaking into the market LinkedIn shows sign of success in China but in Korea, still has low awareness. So it seems important to occupy Korean market earlier than Linkedin.

2. MARKETING IDEAS

MARKETING STRATEGY 2. MARKETING IDEAS The field of marketing strategy considers the total marketing environment and its impacts on a company or product or service. The emphasis is on "an in depth understanding of the market environment, particularly the competitors and customers”. A marketing strategy differs from a marketing tactic in that a strategy looks at the longer term view of the products, goods, or services being marketed. A tactic refers to a shorter term view. Therefore, the mailing of a postcard or sales letter would be a tactic, but changing marketing channels of distribution, changing the pricing, or promotional elements used would be considered a strategic change.

S W O T SWOT analysis cityholic 2. MARKETING IDEAS STRENGTH WEAKNESS OPPORTUNITY THREAT Improvement of efficiency of cooperation through guild Few barriers to designers and developers who usually work with their own team Find one’s second job easily Less users and market share than competitor Many errors in ‘CityHolic’ application S W The cityholic O T Can find a new market in Korea – there are low level of awareness about Profile-Based job matching system Rising rate of using LinkedIn – People go overseas to get a job, and LinkedIn is necessary High market share of Korean Online job site such as albamon, jobkorea in Korea

1. Trust marketing Showing number of member 2. MARKETING IDEAS Percentage of matching job

2. Glocalization _ combine with Kakao Talk 2. MARKETING IDEAS Like LinkedIn did in china with Wechat.

3. Viral marketing 2. MARKETING IDEAS Collaboration with famous Youtubers or contents maker would be one of good ideas. Through showing famous designer or Photoshop user in youtube getting their job by using Cityholic app, it will give an outstanding merit to the company.

4. Product differentiation-1 2. MARKETING IDEAS Add function that captures business card and changes it into profile in app. Funtion that decorates own profile design

5. Product differentiation-2 2. MARKETING IDEAS Connect with project management application so that users who meet in Cityholic can process their project easily.

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