1. 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

2. INDEX
THE KOREAN MARKET
MARKETING IDEAS
STEP1.
STEP2.

3. 1. THE KOREAN MARKET

4. 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

5. 1. THE KOREAN MARKET
BUSINESS
a. BUSINESS

6. 1. THE KOREAN MARKET
BUSINESS
a. BUSINESS

7. 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.

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

9. 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.

10. 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.

11. 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.

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

13. 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.

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

15. 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.

16. 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.

17. 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 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.

18. 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.

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

20. 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.

21. 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.

22. 2. MARKETING IDEAS

23. 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.

24. 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

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

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

27. 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.

28. 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

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

30. Thank you