20501034 - Entry3

What makes Bean Pole different.

Bean Pole is one of Cheil industries Inc. affiliation and it launched in 1989. Once they launched, they have shown average 30% net sales growth every year. They also announced “No sale policy” when all the clothing companies were doing bargain sales.
In the high ended traditional casual market, Bean pole has majority of market share and it is being chosen by department store buyer as a best marketing power brand, best service, etc.

Brand concept

Bean pole is originated from Boston where produce a lot of bean and has traditional image. The concept of Bean Pole is European neo traditional. As a British style that represent history and tradition, Bean Pole pursue not to chase the trend.

SWOT Analysis

Strength
Bean Pole has strong customer loyalty and trust.
Through high quality and price, it formed high quality image.
It has local-centered distribution chain.
Marketing mix is consistently being performed.

Weakness
Weak feedback system
Less recognition in local area
Insufficient marketing for potential customer with long term perspective

Opportunity
Using popular Korean culture in China, expanding business in China is expected to be promising
It is expected to find new customer group by developing sub-brand like Bean Pole Golf, Bean Pole Ladies, Bean Pole Homme.

Threat
Competition with foreign brand will be harder and harder
Brand image could be damaged by fake goods