[국제마케팅] 막걸리 마케팅 -미국시장진출전략(영문)

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2011.03.23
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[국제마케팅] 막걸리 마케팅 -미국시잔진출전략(영문)

국제물류와 GSCM

[국제경영] 현대 자동차의 국제 마케팅 사례

현대자동차의 국제마케팅 사례

[국제 마케팅] 현대자동차 국제 마케팅 사례

[국제 마케팅] 현대 자동차의 국제 마케팅 사례

[국제경영] 현대 자동차의 국제 마케팅 사례

[광고론] 신브랜드 국순당 막걸리 광고전략

하이트 진로 중국시장 하이트 진로 국제 마케팅 하이트 진로 중국주류시장 하이트 진로 브랜드마케팅 서비스마케팅 글로벌경영 사례분석 swot

[국제마케팅] 막걸리의 이탈리아 시장 진출 전략

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[국제마케팅] 막걸리 마케팅 -미국시장진출전략(영문)에 대한 자료입니다.

Table of contents
Introduction
Analysis of current circumstance (3c analysis)
Company analysis
Competitor analysis
Consumer analysis
STP analysis
Segmentation of potential market
Targeting consumer
Positioning of the product
4P Marketing mix; marketing method for the USA market
Product
Place
Price
Promotion
Conclusion
References
Responsibility

본문내용

 Distilled spirits Market

Distilled spirits markets around the world is at the scale of 153 400 006 000 million which is approximately 1.5 times the size of the wine market and the consumption of U.S. distilled spirits is increasing steadily. Increased 7.2 percent from 1998 to 2002, the U.S. relies on imports for 40 percent of the demand.

Distilled spirits group is the largest consumer group of America's mainstream, and is the largest brand owning group. The following are the distilled spirits products where Korea’s soju is included.

Whisky (Whiskey / Whisky) is occupying 1/3 of the spirits market (32.5%), followed by vodka (Vodka: 23%), Liqueur (Cocktail type of mixed item: 14%), Brandy: 12% - including cognac, rum (6.8%), gin (4.9%), tequila (4.8%), the market is shaped such way.

1) Releasing various kinds of new products

Among them, aimed at young consumers products containing fragrance (Flavored liquor) are diversely released as new products.

2) Distilled spirits and wine (sake, including traditional alcohol ) increase in sales

According to the statistics of The Distilled Spirits Council in 2003, while the distilled spirits group and wine sales are growing, beer’s market possession decreased from 51.2 to 49 percent which means distilled spirits and wine are invading the existing beer market. Also there is a trend of diversification of the kinds of distilled spirits and wines, increasing sales of imported distilled spirits.

Sake and refined rice wine that take rice as an ingredient / raw rice wine type (Drunken rice) of the U.S. sales are consistently on the rise in case of the first quarter of 2004 the import scale has increased 24.7% compared to the same period last year. By 2003 the U.S. oriental liquor import market 72.7% of the market is occupied by Japan and is almost monopolizing the market, South Korea 9.8%, China 4.9%, Taiwan 2.3% are showing market share.

Also traditional liquor, local corporations and most importers are located in California, more than 90% is consumed from Koreans.

참고문헌

6. References
1) http://Dart.fss.or.kr/
2) http://www.ksdb.co.kr/
3) en.wikipedia.org/wiki/Makgeolli
4) http://www.koreaherald.com/lifestyle/Detail.jsp?newsMLId=20100108000056
5) blogs.villagevoice.com/.../archives/.../booze_news_cock.php
6) http://www.beverageworld.com/index.php?option=com_content&view=article&id=37671:s-korean-rice-wine-makgeolli-exports-hit-record-high&catid=3:daily-headlines&Itemid=173
7) http://www.edaily.co.kr/news/NewsRead.edy?SCD=DC14&newsid=02469846593129968&DCD=A00204&OutLnkChk=Y
8) http://www.fnnews.com/view?ra=Sent0701m_View&corp=fnnews&arcid=00000922027158&cDateYear=2010&cDateMonth=06&cDateDay=29
9) http://eatdrinkman.blogspot.com/2010/06/makgeolli-drunken-rice.html
10) http://blog.naver.com/herold/80073276995
11) http://en.wikipedia.org/wiki/Beer
12) http://en.wikipedia.org/wiki/Sake
7. Responsibility

1) Overview

 Our team name is ‘Overseas marketing team.’
 Our team members are
– Lee, DoeHoon (Team Leader)
– Shim, HoSup (Team member)
– Jung, YeNa (Team member)

 Our product is Makgeolli (’Drunken rice’) from Kooksundang company.
 Our subject is expending new market in United states.

2) Meeting time & Meeting Places

 First meeting: Oct.9. (Saturday) from 2pm till 5pm at a classroom in First building.
 Second meeting: Oct.22 (Friday) from 5pm till 8pm at a classroom in Second building.

3) Role description
(We made report contents and PPT slides separately based on subjects in role.)
 Lee, DoeHoon
– Planning meeting time and having reservation for meeting room
– Opened community in cyber space for better communication
– After meeting, I wrote summary of the meeting for an effectiveness
Address: http://club.cyworld.com/hufs-2
– 3C (Competitor Analysis)
– STP (Positioning)
– 4P (Promotion)
– Preparing ‘Drunken rice’ for taste in presentation day
– Designing the front cover
– Responsibility paper

 Shim, HoSup
– 3C (Consumer)
– STP (Targeting)
– 4P (Place&Price)
– Conclusion
– Final examination of the whole report and unification
– Preparing Final report for submission(Print out)

 Jung, YeNa
– Introduction
– Contents
– 3C (Company)
– STP (Segmentation)
– 4P (Product)
– Final examination of the whole PPT slides
– Re-design of the PPT slides and unification

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