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분야
docx2. Product Idea
3. Market Analysis
4. Competitor Assessment
5. Survey and specific strategy
6. Forecast and Budget
7. Implementation and control
We will compete with the market in beer and soft drinks.
As there is no fruit flavored beer in Korea, there is no threat of new entrants but there can be existing threat of substitute product such as soft drinks, beers, juice and fruit flavored sodas. But soft drinks, and beverages are really different with beer. Beer is made from malt, and hops and it's naturally fermented. So it is really better than sodas. And another thing is that it can be easily imitated. But we can be prospectors so that have market advantage in advance. And there is only on rivalry in beer market in Korea, OB larger which it got market share of beer 42% last year. It does have a lemon flavor beer ”Cass lemon”. But we are sure it is not good as much our beer. That's the critical success factor. The competitor may imitate the product but customers know what is original and we can make them know by advertising.
For supplying, we should seek a partnership relationship with our resource suppliers. Then we can lower transaction costs and improve quality derived primarily from using a supplier's technological skills to design and manufacture parts, and decreased transaction time in terms of inventory replenishments through just-in-time procurement systems.
For bargaining, we need to seek a partnership relationship also with retailers. And we should gain a over power by integrated in a strong corporate brand 'Hite' so that retailers cannot except our product.
Finally, as our product enter in, the competitive response will be various but probably, competitors will make similar beers or they will target and segment others.
Retailing is the main success key in alcohol industry. It is numerously important how the beer can easily be exposed to consumers. From this we are on a advantage position. Because ‘Hite’ is the biggest market holder and also the market leader. We are going to use this retailing channel. So that it can be sold quickly and easily. Further detail will be showed next chapters.
