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수퍼 프리미엄 금복주 소주`OAKZEN(오크젠)` 마케팅분석(영문)에 대한 자료입니다.
목차
1. Introduction
History of Soju
History of Kumbokju
Premium Soju Oakzen
2. Problems
Current Marketing Strategy
Current Marketing Problems
4C Analysis
Distillated Soju market
SWOT Analysis
3. Solve
STP Analysis
Best Alternative
Other Alternative 1
Other Alternative 2
본문내용
Age: Soju is a popular alcoholic drink around all ages over 20. Recently, the consumption of 20’s is increasing. When workers dine with coworkers, soju taking accounts for 62.5% of all kinds of alcohol.
Sex: young men and women tend to choose drink that has good taste and flavor and low proof.
Intake: 53.9% of people drink over
1bottle of soju at one time.
Who? other soju company like jin-lo, doo-san, beer companies, rice wine companies.
Tactic: low proof soju for women, and relatively high proof soju for 50’s. Rice wine company emphasizes that rice wine is good for health. Traditional wine’s price are getting low as a way of generalizing
Weakness: Nowadays other soju companies use so much expenses to advertising. Rice wine has short distribution period because it is made from fermented rice.
Revenue: 1053 billion
Market share: 8.1%
Product lines: Chamsoju, 경주법주, Style, Oakzen etc.
Quality of workers: normally jin-lo and doo-san have better workers.
Place of selling alcohol: Super market 30%,
Bar& restaurants 70%
Each region has their own soju brand. So it is very hard to enter other region’s channel.
Kumbok corporation has enough stock of Oakzen