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분야
docI. Executive summary
II. Company description
III. Strategic focus and plan
A. Mission & Vision
B. Goals
C. Core Competency & Sustainable Competitive Advantage
IV. Situation Analysis
A. Industry analysis
B. Competitors’ analysis
C. Company’ analysis
D. Customer analysis
V. Market – Product Focus
A. STP
VI. Marketing program
A. Product strategy
B. Price strategy
C. Place strategy
D. Promotion strategy
VII. Financial Data and Projections
A. Past sales Revenues
VIII. Organization
IX. Implementation Plan
X. Evaluation & Control
C. Core Competency and Sustainable Competitive Advantage
In terms of its core competency, Hite Brewery seeks to achieve a unique ability to provide a high-quality beer. In the early 1990s, Korean customers were interested in environmental aspects in many products. So, Hite Brewery has made beer by using natural bedrock water to promote an environment-friendly image. As a result, Hite Brewery was able to become a leading company in the beer market and secure a high-quality and clean product image as its core competency.
To translate these core competencies into a sustainable competitive advantage, the company would strive to keep an environment-friendly image. Additionally, they should make investments in creating new products to satisfy the high taste standards for customers.
Ⅳ . Situation analysis
A. Industry analysis
In 1990’s, the product selection was limited, and thus customers were not given a variety of choices. However, an increased usage of internet, more frequent overseas travels, and the development in the distribution system have made customers demand more various products. The beer companies have been trying to satisfy the diversified demands of the customers, and the market has become more customer-oriented now.
금융투자협회 (kofiabond.or.kr) 2010. 03. 31
Hite homepage (http://www.thehite.com)
NAVER news (http://news.naver.com/main/home.nhn)
대한주류공업협회 (http://www.kalia.or.kr)
하이트로 바꾼 기업운명 : 생생한 맥주마케팅 전쟁사례 / 박복동 / 명성출판사 / 1995
60년 맥주시장 판도를 바꾼 하이트 마케팅 신화 / 박복동 / 나남출판 / 1994
