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[마케팅] 서울우유 새브랜드 마케팅전략(영문)

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레포트 > 경제경영계열
2010.01.27
20페이지 / hwp
1,700원
51원 (구매자료 3% 적립)

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[마케팅] 서울우유 새브랜드 마케팅전략(영문)에 대한 자료입니다.

Ι . Selected reasons and introduce to

Ⅱ . Environment analysis
Ⅲ . Marketing strategy
Ⅳ . Future prospects and the expected effects
Ⅴ . Reference

본문내용

2. Introduce of Seoul Milk Cooperative
Seoul Milk Cooperative

- 11, July, 1937, Seoul milk started at Kyungseong Milk livery company and 23, January, 1962 it's name was changed to Seoul Milk Cooperative.
- produces about 50 kinds of dairy products, and records its market share to 80%
- Seoul Milk introduced the Cold Chain System in domestic milk industry first and selected an Instantaneous a Germ-killing Process at 135 degrees Celsius.
- To produce the fresh products, they operate a factory, an institute, and a circulation system efficiently.
- There are main products such as fair milk, process milk, yogurt, juice, soybean milk, cheese, cream, butter, condensed milk and so on.

About Seoul Milk Cooperative.
The sales of 2008 : 1,264,215,000,000 Won
(increased 164,000,000,000 Won compare with 2007's sales )
The number of milk cow : 144000
The volume of sals : 7,930,000/day
The number of employees 1,964person

Organization map of Seoul milk

Ⅱ . Environment analysis

1. Milk market analysis

a. Milk Market Structure
Milk in the country has become the one of the most popular food. In other words, the food is a mature market. However, milk consumption is still short of the level of developed countries. Because in Western, drinking milk at the table is common with a much higher position but in Korea yet simply do not head out of its role as nutritional foods.
Anyway, we still have growth potential market for milk. Because of the change of generation, it has developed for the generation to meet the milk. In order to preempt to potential market, we need a new marketing strategy.

⇒ Milk market in the maturity

b. The milk market in the past and now
- Before the functional milk appeared
- Market was formed by not quality aspects of milk but freshness and ease of purchase

참고문헌

• Seoul milk http://www.seoulmilk.co.kr/
• Namyang milk http://company.namyangi.com/
• Mail milk http://esl.maeil.com/
• Statistics Korea http://www.kostat.go.kr/
• Samsung Economic Research Institute http://www.seri.org/
• LG Economic Research Institute http://www.lgeri.com/
• National Assembly Libary http://www.nanet.go.kr/

#the #of #milk #to #and #in #Milk #is #market #The

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