- ABSTRACT -

A Case Study on the Success of the New TTL Brand in SK Telecom

Park, Sang Hoon
Major in Marketing
The Graduate School of
Business Adminstration
Yonsei University


The objective of this study consists in inquiring into a success case of the TTL brand in SK Telecom that obtained excellent results by developing full scale target marketing strategies for the first time in the mobile communication service market in 1999. Suggested for that purpose were goals of this study, as follows :

First, to clarify the competition realities related to the selection of the target market at that time and the pattern and values of strategic variables to take the lead in competition in the future market.

Second, to define the recent strong leading purchasing power and influencing power of those young consumers in their early and late twenties, the principal stratum of the target market, and to review the position for them to occupy in the mobile communication market in the future.

Third, to examine the new competition paradigm related to an approach to the target market and reorientations of strategic conception for that purpose.

Fourth, to manifest how articles of trade have been developed for materializing intangible services in the mobile communication service market and how strategies for an approach to the target market have been determined.

The resultant findings as a result of having inquired into the above objectives were revealed, as follows :

First, the needs of those consumers in their early and late twenties are determined and dislike restraint, while they are making very rational and objective purchasing decisions.

Second, SK Telecom facilitated strategies for intangible service articles of trade by overcoming simply quantitative competition with rival industries by an cultural approach to the target market and concomitantly with this overcame the limits of strategic development.

Third, establishing a mutual identity beyond the mere relations bet ween supplier and consumer could be the best fact or of success in capturing the target market.

다음 페이지로