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Contents
1.Introduction of 국순당 3
a. CEO introduction 3
b. Platform 3
c. Product line 3
2. Market environment 3
a. Overall Makeoli Market 3
b. competitors of 국순당 3
3.STP analysis 3
a. Segmentation 3
b. Targeting 3
c. Positioning 4
4.SWOT analysis 4
a.Stregnth 4
b. Weakness 4
c.Opportunity 4
d. Threat 4
e. Overall status 4
5.4P analysis 4
a.Product 4
b.Price 4
c. Place 5
d. Promotion 5
6.Marketing Suggestion 5
1.Introduction Of 국순당
At April 13, 2012 our group went to Samsung station to interview with 국순당 marketing team.
Thanksfully, he gave us a chance to interview with them. Although it was very short time but we learned many things from them.
So, let’s start our report.
a.CEO Bae-Joo hong
Start with CEO introduction. He was born at his father’s company, K…(생략)
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nt method
2.Market environment
In these kinds of product, we focused on makeoli. Let me explain, why Makgeoli, unrefinedrice wine. First, according to research Makeoli is one of the hottest item since 2xxx in Korea. Now a days, not only older people, but also 20,30 fascinated by Makeoli’s charm.
Second, as we can see graph Makeoli’s market share in beverage market in Korea is gradually growing. This shows us the trends of our beverage market in the future.
At result, a Makeoli market is the twice of 2009 in 2012. Many big companies such as Samsung Hyundai also trying to enter this market.
As a result, Makeoli is will be the best item of 국순당 in the future. So, we are going to show 국순당 Makeoli by using some strategy.
There main competitor in Makeoli market is 서울 탁주.
But gap is not big, but really small. So 국순당’’s goal is overcome 서울탁주 in the future.
3.STP analysis
a.Segementation
Division
Expenditure
Average
Frequency
Favorable
20
Male
\40,000
\30,000
4
Soj
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