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Brand Revitalization By Strategic Repositioning, Young Sik Shin, Kyoung Cheon Cha
Brand Revitalization By Strategic Repositioning, Young Sik Shin, Kyoung Cheon Cha
Asia Marketing Journal
A growing gap between market needs and the capabilities of the enterprise prompts repositioning (Corstjens and Dolye 1989). This article examines the strategic repositioning of ``Korando Sports`` un-dertaken by SYMC throughout the period from Jan. 2012 to Jun. 2012, to boost sales volume and market share by entering market of active-lifestyle consumers currently occupied by SUVs. SYMC`s experience indicates that it is essential to close the gap between the market needs and the ability of the enterprise to make a shift to new consumer segment with a new positioning. The successful re-positioning framework(Ryan et al. 2007) were employed in this …