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분야
hwp2.0 Situation Analysis
2.1 Marketing Summary
2.2 SWOT Analysis
2.3 Competition
2.4 Product Offering
2.5 Keys to Success
2.6 Critical Issues
3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
3.4 Target Markets
3.6 Strategies
3.7 Marketing Mix
3.8 Marketing Research
4.0 Financials
4.1 Break-even analysis
4.2 Sales Forecast
4.3 Expense Forecast
5.0 Controls
5.1 Implementation
5.2 Marketing Organization
5.3 Contngency Planning
2.0 Situation Analysis
Hite has introduced several liquor brands and it has been one of the top selling beer and soju company. But recently when they introduced the new beer label called Max, they faced difficulties facing customers and winning over the competitor company OB. Through up-graded marketing of Max, Hite now will increase the brand RECALL of Max. The marketing also help the company gain the new customers and it's customer databases by distinctive marketing strategy.
2.1 Marketing Summary
Hite already possess abundant information about the Korean Liquor Market and it also has vast customer databases. This marketing will help the company to gain more new customers and make turn current customers into LOYAL CUSTOMERS.
It will also bring satisfaction to the customers needs and delight them with distinctive value delivery system.
Target Market
○ Night Life
○ Leisure
○ Recreational
○ Beverage - With Food
○ Summer
2.1.1 Market Demographics
The profile for the typical Hite-Max customer consists of the following geographic, demographic, and behavior factors.
