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분야
pptIntroduction of product-1
Introduction of product-2
Analysis of market
Analysis of competitors
Analysis of consumer’s needs and wants
SWOT Analysis
STP-Segment
STP-Targeting
STP-positioning
Analysis of 3P
IMC analysis
Analysis of IMC
Conclusion
Strength
A pioneer in 미과즙market
Stable corporate image
Opportunity
- Enormous marketability of 미과즙 market
- Increasing interest about health
Weakness
Lack of experience about beverage market
-Inferiority of Distribution channels, sales capacity
-They are not established product image through commercials, public relation and so on
Threat
Entrance of Powerful competitor
(2%부족할 때)
-increasing investment cost for
differentiation
Fruit beverage
-Fresh fruit taste
-Sugary and strong taste
sport drink
-Thirst quench
미과즙 beverage
-Weak Fruit taste
-Clean and pure taste
Water
-thirst quench
-clean taste
carbonated drink
-Stimulative and
strong taste
Analysis of 3P
Product
Fruit juice beverage containing less than 5% of fruit juice
Water Replacement effect
Price
Higher price than carbonated drink
Lower price than sport drink
Place
Lack of sales network
Don’t sale through vending machine
