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분야
pptx2.Market Analysis
3.STP Analysis
4.4P Analysis
5.Suggestions
6.Conclusion
7.Q & A
Major Producers of
Traditional Alcohol
Beverages in Korea
Established in 1983.
Main Product ;
Baekseju to Makgeolli.
Marketing strategies are focused on Makgeolli
Competitors’
marketing activities
& Ambiguous positioning
Alcohol Market
Low degree
liquor market
is growing
Makgeolli Market
Dramatically
Increased
Dramatically
Increased
Concern about health
Developed brewing skills
Korean Wave in Japan
Popularity of Low degree liquor
Support by government
Change of marketing concept generated indefinite product positioning and uncertain brand image.
KSD should apply consistent and coherent marketing activities to build the established brand image.
