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레포트 > 경제경영계열

[글로벌리더] OB맥주의 마케팅 관리(영문)

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레포트 > 경제경영계열
2009.11.04
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[글로벌리더] OB맥주의 마케팅 관리(영문)에 대한 자료입니다.

Table of Contents….

1. Introduction
- History of Company and Products
- Mission and Vision

2. Theory and Literature review
- 4 P’s
- Marketing SWOT

3. Discussion about Marketing plan

- Situation Analysis
Internal environment (organization structure and culture)
Customer environment (analysis of Korean market )
External environment (5 level forces & PESTLE)
- SWOT Analysis
- Marketing strategy
Target Market ( STP )
4 P’s

4. Conclusion

5. References

본문내용

3. Discussion about Marketing Plan.

Situation Analysis.

Internal Environment

Organization culture

OB’s organization culture has changed since Interbrew has its authority to manage it. Before M&A with Interbrew, OB’s culture was more likely under the tangible strict order from the position and even private relationship was very important part respect to get promoted. These are typical Korean companies’ organizational culture from long time ago. However, since Interbrew manages OB beer, successful western organization culture has been set up. In other words, the western culture means every employee deserves to air one’s opinion and one’s position of company doesn’t matter. Even, every employee is evaluated by their work performances. Furthermore, the division of each department is clear so OB doesn’t have to waste time to figure out what is done by which department and responsibility of each department is recognizable which encourage each department to perform its business with the less mistakes. This changed organization culture has helped OB’s performance.

참고문헌

 http://www.OB.co.kr

 The Korea Alcohol & Liquor Industry Association (http://www.kalia.or.kr/)

 The Korean Alcohol Research Foundation (http://www. Karf.or.kr/)

 Korea Advertising Review Board (KARB) (http://www.karb.or.kr/)

 http://likms.assembly.go.kr/

 http://blog.naver.com/naulboo?Redirect=Log&logNo=70040345398

 http://www.netmba.com/

 Many articles on the web.

#of #beer #and #to #is #in #OB #its #that #for

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