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hope88.dai@msa.himet.nat
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case study
Case Study
Case Study
1.
2.
3.
4.
5. 1-2
Case Study
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6. PPTPowerPoint
PPT
1.
2.
3.
4.
5.
6.
1-2
7.
PowerPoint
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Case Study
WhyWhy Why
How to do
Standard Answer
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MBA
MBA
EMBA
MBA EMBA
IT
1.
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2.
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(1)
(2)
(3)
(4)
(5)
(6)
(7)
(8)
(9)
(10)
(11)
(12)
3.
Know-How
IT
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EMBA
MBA
PPT
Case Study
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CONTENTS
1
5
001
1 003
2 SOGO 017
3 033
4 041
5 059
2
20
083
002 7
15 157
16 GOLD STONE 161
17 DR.WU 165
18 169
19 P&G 173
20 HPB2B 179
3
34
183
1 B 185
2 24 189
3 193
4 2 Family-Mart 197
5 201
6 P&G 207
7 211
8 217
9 5 223
10 227
11 ZARA 231
12 235
13 Yodobashi 239
14 245
15 IT 251
16 259
17 265
18 271
19 279
20 285
21 POS 291
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22 295
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23 301
24 COACH 305
25 Walgreens 309
26 LAWSON DNA 7-ELEVEN 313
27 P&G 317
28 321
29 325
30 331
31 TSUBAKI 337
32 341
33 345
34 349
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8 003
case one
1994
16 2010
5
15
15
2010
2010
16
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16
7
Market Test
15 Made in
Taiwan, MIT
16 16
150 7
15
1-1
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15
1-1
TA Target
Audience 25 39
400
Segment Market
79
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39~70
25
20
20
2 5
2010 5
20
15 16
2
3 3
500
16 40
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1
8 007
1. 1
2. 7-ELEVEN 29
3. OK 5 20
20
1
1.
2. 7-ELEVENOK
3.
4.
1
: 6,000
6,000
6,000
1. 31,00016%
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2. 4,00066%
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3. 5008%
4. 100
5. 100
6. 30
7. 100
8. 170
5,500 90%
6,000
2010
5 1 600 6 1,800
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A.C
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8 009
1.
16
2.
15
Benet
3.
7 16
15
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4.
2 6,000
5.
360 3
6.
15
20 25
7.
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8 011
1.
2.
3.
4.
5.
6.
7.
1-2
82%
Synergy
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2%
1.6%
3%
2%
8%
16%
67%
1-3
3
Comprehensive Model 1-4
16
70%
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8 013
S-F-P
4P
4P
IMC
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3-4
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8 015
2
3
4
1.
2.
3.
4.
1-5
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1. Why
2. TA
3.
4.
5.
6.
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8 017
SOGO
case two
SOGO
SOGO
SOGO 8
360 14
SOGO
SOGO
1.
SOGO
2.
SOGO
3.
SOGO
4.
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SOGO
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SOGO IMC
SOGO
30%
60%
1.
2010 2008
Shopping
2.
SOGO
2 2 6,000 200
40%
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8 019
SOGO
1.
2.
3.
(1)
(2)
(3)
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SOGO
SOGO
1. 8
2. 9
3. 6,000 600
4. 2 2,000
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5.
(02)2705-5066
.
., 2014.0
ISBN 978-957-11-7796-0 ()
1. 2.
496
103016932
1FP4
445
106 3 3 9 4
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