분야
hwpContents
Introduction
Ⅰ. Selection reasons and Company Introductions
1. OB Beer's Selection reason
2. OB Beer's Introduction
The main subject
Ⅱ. Environmental Factors
1. Social Environment
2. cultural Environment
3. Political/Legal Environment
4. technical Environment
Ⅲ. Operational Management
1. CEO
2. Finance and accounting
3. R&D
4. Production
Ⅳ. Marketing strategy of OB Beer
1. STP
2. 4Ps
3. Service
4. CRM
5. SWOT
Ⅶ. Competitor (Rival company)
1. Hite Beer
Conclusion
Ⅷ. Problems and Solutions
1. Problems & Solution
◎ Reference
By matching the current Cass Wright, the industry is building image claiming to advocate women's beer that is for only women, low calories, low alcoholicity.
2. 4Ps
1) Product
① Brand: Multiple branding strategy
Presently, In addition to the OB blue and Cass Beer is the flagship product. Cass Beer has a product line of Cass red and cass ice light.
②Product properties
-OB blue
Unlike other beer, the other is geared towards a smooth and rich taste.
-Cass
Young people in their 20s prefer spicy crisp refreshing taste-oriented, and Cass line product cass Red has high alcohol products, cass light has low-calorie.
In addition, For young people and women consumer to find refreshing, are being launched Cass Lemon.
Textbook Principles of Marketing - Philip koteulreo
OB Beer Co., Ltd. Homepage (http://www.ob.co.kr)
Hite Beer Co., Ltd. Homepage (http://www.hite.com)
Cass Homepage (http://www.cassbeer.com)
KALIA (http://www.kalia.or.kr)
DART (http://www.dart.fss.or.kr)
National Statistical Office (http://www.nso.go.kr)
Pollever Research (http://www.pollever.com)
NAVER (http://www.naver.com)
