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분야
hwp1)History
2)why
3)What
4)Mission&Vision
2. Theory, Literature review
- 4P's, Marketing, SWOT
3. Discussion about marketing plan
1) Situation analysis
a. Internal Environment
- Resources
- Organization structure
- Organization culture
b. Customer environment
- analysis of market
c. External Environment
- conpetition map
- PESTLE
- PLC
2) SWOT analysis
3) Marketing objectives
4) Marketing strategy
a. Target market
b. Product / Price / Promotion / Place
5) Implementation & Control
4. Conclusion
5. References
6. Appendix
Mission :
The global industry Jinro is putting aggressive strategy on world's market and making itself not only in local market but being the best alcohol beverage maker through out the world.
Vision :
Jinro is currently exporting its product to 50 other countries including USA, Europe and Asia, and their aim is to expand more on their distribution. Not only focusing more on Japan which is the current main export area but putting more efforts to China hoping to make Jinro's 30% of total sales on exporting. In order to strength the basis on China, Jinro has made 10 new distribution areas including Jilin, Tianjin, Yunnan, and so on.
With new events and marketing activities, Jinro will keep up with the consumer's trends in local and with continuous studies, they will keep the best quality. Various beverage like 'MAE HWA SOO', will increase satisfaction on consumers and Jinro will be loved as 'People's industry'.
In order to collect and reflect the consumer's suggestion, Jinro is making various researches through on-line and off-line which will give an idea of current trends. Jinro's customer oriented marketing strategy will improve customer satisfaction.
Theory and Literature review
1. Situation analysis
Situation analysis is the planning process beginning with an in-depth analysis of the organization's internal and external environments and customer environment. This analysis focuses on the firm's resources, strengths, and capabilities vis-a-vis competitive, customer and environmental issues, which establishes the firm's strategy and several functional plans.
a. Internal environment
Internal environment considers the firm's current marketing objectives and performance issues such as the availability and deployment of human resources, the age and capacity of equipment or technology, the availability of financial resources, and the power and political struggles within the firm's structure.
b. Customer environment
Customer environment examines the current situation with respect to the needs of the target market, anticipated changes in these needs, and how well the firm's products presently meet these needs.
c. External environment
External environment includes relevant external factors - competitive, economic, sociocultural, political/legal, and technological - that can exert considerable direct and indirect pressures on the firm's marketing activities.
http://www.chamisulfresh.com/default.asp : Main homepage of Chameseol
http://www.jinroj.com/ : Main homepage of "J"
http://www.nl.go.kr/ : Homepage of National library
http://www.nts.go.kr/ : Homepage of National Tax Service
http://www.soju.co.kr/ : Homepage of Lotte Cheumchrum
http://www.keri.org/jsp/kor/index.jsp: Korean Economy Research Industry
http://www.soju.co.kr/notice/archive_list.asp :Main homepage of 'Chum-eum-chu-rum'
Newspaper reference:
1. Dong-ah Daily Paper - 2008. 11. 16
2. Money Today Daily Paper - 2008. 8. 25
3. Money Today Daily Paper - 2008. 9. 24
4. Jong-ang Daily Paper - 2008. 11. 13
5. Hankuk Keung-jei Daily Paper - 2008 . 10 .16 - www.kbizweek.com
