[경영학] 풀무원샘물(Pulmuone Waters)의 마케팅 전략(영문)

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[경영학] 풀무원샘물(Pulmuone Waters)의 마케팅 전략(영문)에 대한 자료입니다.
목차

Ⅰ. Introduction

Ⅱ. Situation Analysis
1. External analysis
- General Environmental Analysis
- Industry Analysis (5 Forces Model Analysis)
- Competitive Analysis
2. Internal analysis
- Value Chain Analysis
- Core competencies of Pulmuone Waters

Ⅲ. S.W.O.T Analysis

Ⅳ. Strategy Formulation / Implementation
S1. Distribution Improvement Strategy
S2. Diversification Strategy
S3. Differentiation Strategy

Ⅴ. Conclusion
Ⅴ. Bibliography
본문내용
Second, the certainty of Pulmuone Waters’ profitability in the long run is proved by its financial statements. Income statements in (Figure 2) show that sales revenue of Pulmuone Waters has increased 134%. Which is from ₩34,543,000,000 in 2008 to ₩46,357,000,000 in 2010. It is a high number of figures comparing to its competitors. For instance, Jinro&Hite has increased its revenue 106%, which is from ₩63,819,000,000 to ₩67,917,000,000. Also, Lotte-Chilsung recorded 132%, which is from ₩51,064,000,000 to ₩67,917,000,000 in the same period.


Balance Sheets Summary from 2003 to 2010
Fiscal year Total assets Total liabilities Total equities
10 36,987 34,212 2,775
09 28,222 25,277 2,945
08 27,114 26,985 129
07 25,770 22,237 3,532
06 25,960 19,185 6,775

Pulmuone Waters’ balance sheets show that its debt ratio is high. The debt ratio was 0.925 in 2010, 0.896 in 2009, and 0.995 in 2008. Most of its liabilities are short-run debt. This short-run debt seems to be used in investing activities. According to cash flow statements from 2003 to 2010, most cash was used in investing activities. In 2010, for example, net cash flow provided by operating activities and financing activities were ₩4,730,000,000 and ₩7,807,000,000 each, while net cash flow used in investing activities was -₩12,230,000,000. Investing activities include the purchase of machinery, equipments, factories and software. The high number of cash flow in investing activities stands for long-term investment. This implies that Pulmuone Waters has a long-term point of view and considers long-term growth, recently running a risk of a series of deficit rather than a short-term achievement.
(Figure 3) Cash Flow Statements Summary from 2003 to 2010
Fiscal year Net CF provided by operating activities Net CF used in investing activities Net CF provided by financing activities Net change
in cash Cash and equivalents at the beginning of the year Cash and equivalents at the end of the year
10 4,730 (12,230) 7,807 307 66 373
09 2,806 (4,259) 1,472 19 46 66
08 (486) (3,543) 4,045 15 30 46
07 604 (3,990) 3,236 (149) 179 30
06 242 (3,157) 2,973 58 121 179


(Figure 4) Income Statements Summary from 2003 to 2010
Fiscal year Sales Sales Cost Sales Profit Operating cost Operating income EBIT NI
10 46,357 25,044 21,312 21,129 183 (169) (169)
09 39,979 21,526 18,452 18,616 (164) (170) (170)
08 34,543 17,450 17,092 20,091 (2,999) (3,403) (3,403)
07 29,639 14,497 15,141 17,455 (2,314) (3,242) (3,242)
06 28,829 14,380 14,449 17,456 (3,006) (3,062) (3,062)
05 26,880 13,580 13,299 16,009 (2,709) (2,368) (2,096)
04 27,317 12,677 14,639 13,555 1,084 1,212 917
03 6,149 3,003 3,145 2,538 607 607 471

Pulmuone Waters’ financial state seems to be getting better to see the trend of operating income. Since 2006, its operating income has shown -₩3,006,000,000 in 2006, -₩2,314,000,000 in 2007, -₩2,999,000,000 in 2008, -₩164,000,000 in 2009, and finally ₩183,000,000 in 2010. EBIT (Earnings Before Interest and Tax) and NI (Net Income) also show that its deficits are getting smaller. In terms of probability for going into insolvency, the current ratio does not show progress yet due to high rate of debt. However, its inventory turnover ratio was 21.55 in 2008, 24.56 in 2009 and 29.38 in 2010. This shows that increasing sales revenue might be able to resolve the liquidity problem somehow. In terms of profitability ratios, the figures below show the trend of ROA (Return On Assets), Profit Margin, and ROI (Return On Investment) of Pulmuone Waters. As the graphs show distinctly, all indexes get better as time goes by.

Financial analysis tells us that the enlargement of sales revenue in the growing market is the key factor for Pulmuone Waters to succeed in water business
참고문헌

1. PULMUONE WATERS HOMEPAGE. Web. http://WWW.PULMUONEWATER.COM.
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3. Financial statements of Pulmuone Waters. from 2003 to 2010. http://www.dart.fss.or.kr.
4. Financial statements of Jinro&Hite. from 2005 to 2010. http://www.dart.fss.or.kr.
5. Financial statements of Lotte Chilsung. from 2005 to 2010. http://www.dart.fss.or.kr.
6. Financial statements of Lotte Chilsung. from 2005 to 2010. http://www.dart.fss.or.kr.
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