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레포트 > 경제경영계열

[식품산업 마케팅] 고로세 물 마케팅 계획(영문)

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레포트 > 경제경영계열
2009.08.18
29페이지 / doc
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72원 (구매자료 3% 적립)

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[식품산업 마케팅] 고로세 물 마케팅 계획(영문)에 대한 자료입니다.

1. Executive summary

2. Situation & Environmental Analysis
2.1 The Internal Environment
2.2 The Customer Environment
2.3 The External Environment

3. SWOT Analysis
3.1 Strengths
3.2 Weaknesses
3.3 Opportunities
3.4 Threats

4. Goal and objectives

5. Marketing strategy

6. Implementation Plan

7. Financial information

8. Conclusion

9. Reference

본문내용

Ⅰ. Executive Summary

Dong-a medical have tried to enter the functional drink market, and sold Bacchus-D and Vitagran-C. But as the time passed, the amount of Bacchus-D sales is decreasing and Vitagran-C can’t catch up Vita 500. So Dong-a medical decided to develop new product.
Korean health drink market is expanding rapidly because of well being trend and economic growth. There are many health product made by tea, garlic, mountain grape and so on. During our research for the new materials for the new health drink, we found Gorosoe fluid is very good for human body. So Dong-a medical is now developing new health drink made by Gorosoe fluid. We are targeting a 20~40 age years old customers for this product. And also we are worried about Gorosoe is not famous for public especially young people, so we will make a strategy to advertise this product well-known.

Ⅱ. Situation Analysis

A. The Internal Environment

Review of current marketing strategy and performance

Gorosoe is only famous in the place where Gorosoe is produced. Gorosoe tree grow naturally Baek-woon Mt, Ji-ri Mt and Gangwon state. In Jeonranam state, people collect fluid of Gorosoe tree and use it as medical water and it is one of the important income sources. Because of recent interest for health food is increasing, interest for Gorosoe is also increasing. And the prospect for the fluid sales is very bright. But people don’t know about Gorosoe well, if they are not from the region Gorosoe is produced. It is important to advertise to the other people who are living in other states.

Review of current and anticipated organizational resources
According to the Office of Forestry’s report on the types and their distribution of broad-leaf trees at national-level in 1993, there are 38,934m3 of painted maple distributed in Jeollanam-do, taking 0.6% of entire broad-leaf tree accumulation in the region and ranking in the 20th place.
In case of South Korea, it is known that painted maple and its variety are distributed anywhere from Hallasan of Jeju-do to Odaesan of Gangwon-do, rearing at a level between 100m and 1,800m above the sea.
Review of current and anticipated cultural and structural issues

Growth of Health Food Market The Health Food Market increases in every year. The total profit is considered as 29billion dollar. The Structure of Korean Market is smaller than other developed country like USA, Europe, and Japan. However, it increases rapidly due to the increase in income level. USA have a view that Health Food Market will increases more than 10% each every after the legislation of DSHEA. The factors of growth of Health Food Market are considered that increase in demand due to the aging society, concern about well-being, change in life style etc.
Increase in Health Food Market is typical feature in developed or developing country. So the Health Food Market will be increase continuously.
Well being trend Because of the well being trend the market of the health food has grown 250% than 5years ago. In the early stage of Well-being trend, Well-being was an option But it is now a mandatory in Korea. Now Well-being cares about not only our mental and physical but also the nature and environment. If established wellbeing just focused on health, now neo well-being cares about continual happiness. Neo well being is consist of well-looking, LOHAS(Lifestyles OF Health and Sustainability), Slobbie(Slower but better working). Neo well being is stimulating customers consume desire and making new demands. Especially in food market, we are trying to avoid artificial additive and trans-fat. And the foods only made by nature material non-added food and organic foods are occupying food market.
B. The Customer Environment

Who are the firm's current and potential customers?

The current customers are the sauna rooms or households. At the sauna rooms, people usually drink beverage or food, and Gorosoe is suitable. After the sweating, drinking Gorosoe is very good for health. So many people, who go to the sauna rooms, like Gorosoe. Also the adults, who are over 40, like this. As people get older, people tend to prefer the functional food. So Gorosoe is a good functional food. In short, the current customers of Gorosoe are the adults.
However, as we can see from the right graph, the beverage market is increasing now. The beverage firms are focusing the young people and producing the tea products. We can use the image of beauty and health. So Gorosoe water can enter this market. And we target the 20-40 years old people.

What do customers do with the firm's products?

These days, people are interested in the health. So many products which focus on well-being have been produced such as the organic food. The customers who drink Gorosoe water want to be healthier and prevent the disease. Gorosoe water has lot of nutriments. So the customers can have the desired effect from this product.

Where and when do customers purchase the firm'

참고문헌

Appearance of Well being trend and expectation, 2005.05.03 전영옥 Seri Report
Definition and function of gorosoe(WWW.Wekipidia.com, www.naver.com)
http://stock.daum.net/index.daum?t__nil_bestservice=stock
http://www.jirisan-gorosoi.com/
Gorosoe Fluid Festival 2005 ,yesfrom
Gorosoe supply expectation and development of technolohy to supply more. Joon-sun Kim 1995,
Financial information of Dong-a( www.dong-a.com)
Various beverages.(news.yahoo.co.kr)
Well-being Trend(Wikipidea)
Gorosoe information (http://www.korosoe.com/)

#of #and #is #to #Gorosoe #are #in #that #we #for

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