大手笔广告-Integrated Marketing Plan of HANKOOK Tires.pptVIP

Contents 1. Market analysis Overall trend： The national sales in 1998 totals 1.6 mil pieces, with 2.4% growth compared to year of 1997. The market potential also increases slightly. The demand structure continues changing and the competition is being more intense. Private autos plays a more important role. In 1998, the total amount of private cars was 0.71 mil which took up 45.51% among the total auto sales. Personal consumption increase of tires is obvious. In Beijing, the number of private cars grew 8 times between 1992 and 1995. 1. Market analysis Competitive overview Some foreign