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분야
docⅡ. Market Analysis
-Environment
-Competitor
-Customer
-Company
Ⅲ. STP Marketing
-Segmentation
-Targeting
-Positioning
Ⅳ. Marketing Mix (4P)
-Product
-Place (Distribution)
-Promotion
-Price
Dongsuh Food is the largest company in Korea coffee industry field. They produce many kinds of coffee, tea, cocoa and so on. The representative brand of this company is Maxim. Maxim is the first instant coffee in Korea that provides upgraded taste and perfume of coffee to busy modern people. Their market share is more than 70%, both in instant coffee and coffee mix field. The overmastering rate of market share is showing that Maxim is getting a great support from Korean who has a complex taste.
Ⅱ. Market Analysis
The scale of Korea's coffee market is estimated to be 1.6 trillion won and among these, instant coffee market which includes coffee mix, bottle, can, and cup type possesses 1.3 trillion won. The rest is of course for espresso market. Maxim is largely dominating the instant coffee market in Korea compared to its competitor, Nestle’s Taster’s Choice. Maxim dominated 70% of the market share of instant coffee market in Korea at year 2003 and right now is maintaining at the percentage of 75%.
