국순당 막걸리 마케팅계획(영문)

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레포트 > 경제경영계열
2010.07.13
19페이지 / hwp
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국순당 막걸리 마케팅계획(영문)에 대한 자료입니다.

Ⅰ. SUMMARY

Ⅱ. INTRODUCTION OF THE KookSoonDang BACKGROUND

Ⅲ. ENVIRONMENTAL ANALYSIS
(1) Macro-environment
(2) Micro-environment
(3) SWOT analysis

Ⅳ. MARKETING PROBLEMS OF THE KookSoonDang

Ⅹ. MARKETING GOAL
Ⅵ. SEGMENTATION OF MARKET & TARGET MARKET SELECTION
Ⅶ. PRODUCT POSITIONING
Ⅷ. MARKETING MIX
(1) Product
(2) Price
(3) Place
(4) Promotion

본문내용

(1) Macro-environment
Principally three things of macro-environment are raised as main reasons of Makggeoli boom. On a point of economic view, the international recession starting from the United States in 2008 has stimulated Makggeoli to be popular. More people drink relatively cheaper alcohol Makggeoli as they are badly off because of depression. The price of 750ml bottle of Makggeoli is 1,300won in a convenience store. On the other hand, the price of 350ml bottle of soju is 1,450won, and the price of 355ml can of beer is 1,700won. Namely, Makggeoli has almost half price of soju and beer.
On a point of cultural view, well-being trend can be reason of Makggeoli boom. The Makggeoli is natural ferment food. In case of draught Makggeoli, there are ten kinds of essential amino acids which we should take daily in draught Makggeoli. There are lactobacillus and yeast fungus very much as Makggeoli is fermentative alcohol. Research of Bae, songja professor team in Silla University said that there is an effect about suppress cancer in Makggeoli. 『이코노미스트』, 통권 1003호(2009-09-08) p. 28.
Plentiful fibroid materials prevent from constipation. These characteristics of Makggeoli are fit well into needs of well-being in drinking.
Another cultural macro-environmental reason of Makggeoli boom is the Korean Wave. With the Korean Wave and a high exchange rate of the Japanese yen, rising interest of the Japanese about the Korean culture affects the sales of Korean traditional wine Makggeoli. According to the statistics data of Customs Service, the export amount and a sum of money in the first half of the year rose 16%, 13% each compared with same period of last year. The KookSoonDang exported 156,000 bottles of Makggeoli to the Japan in the first half of this year. This amount is more than the amount of whole export amount in last year. Ko, bonghwan team leader of KookSoonDang said 100% growth could be predicted in export of

참고문헌

『이코노미스트』, 통권 1003호(2009-09-08) p. 26-39, "대한민국 토종 르네상스 : 2009 막걸리 찬가"
『이코노미 플러스』, 통권 56권 (2009-06) p. 90-109, “2009 최고 히 트 상품 ‘막·걸·리"
Myung Kwang Ju, ‘Designing strategic model for brand renewal of Makgeolli’, Hansung Univ. Dept of Media Design Contents' , 2003
서진석, ‘국순당 웰빙 마케팅 전략’ , 연세대 경영대학원, 2005
박철권, ‘여성 음주 문화 실태’ , 현대사회문화연구소, 2003
국순당 2009년 3분기 사업보고서

#the #of #is #and #to #in #market #alcohol #Makggeoli #are

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