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분야
hwp1) Tofu market with Competition
2) Tofu market with Price
3) Tofu market with Oligopoly
Ⅱ. Analysis of Pulmuone's tofu marketing strategy
1) Brand extension and Price Bundling
2) Price strategies and other minor analysis
Ⅲ. Analysis of CJ Cheil-jedang's tofu marketing strategy
1) Price adjustment strategies (segmented & promotional)
2) SNS Marketing and its side effect
Ⅳ. Conclusion
1) Summary
2) Business Consulting for the two firms; Pulmuone and CJ Cheil-jedang
1) Tofu Market with Competition
① The scale of tofu market in Korea.
(From : CJ)
- Tofu market grows gradually following consumer's increasing interest on health.
- After the release of Pulmuone's wrapped tofu, the scale of wrapped tofu is increasing. Our target is also wrapped tofu in two companies, Pulmuone and CJ 제일제당.
② Current State of tofu market.
Two companies(CJ and Pulmuone)' current market share.
Pulmuone enjoyed the effect of occupation as the first mover in traditional tofu markets which were centered around small businesses by releasing first wrapped tofu which is made up of organic bean. They opened up the new wrapped tofu market and got about 85% market share. However, After the appear of CJ 제일제당's ‘행복한 콩’, Pulmuone's market share was dropped by 53%. CJ still embarks on aggressive marketing campaigns to get more market share and Pulmuone also conduct differentiated marketing strategy by way of releasing various products.
