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분야
hwp◎ summary
◎ conclusion
In economic world, there are numerous firms and each firm has various marketing strategies to achieve their goals. We are going to survey several examples of food manufacturers in Korea, especially 5 firms briefly. These firms are well-known by Korean, so familiar to us. Some strategies might cannot be separated from our daily economic life. This is the reason why we picked those producers.
Case 1 - Marketing Strategy of Maxim(Dong-suh Food co., Ltd.)
Until the late 1980s, Dong-suh Foods (DSF) had been playing the monopolistic role in the Korean instant coffee market. However, DSF's market share of instant coffee decreased from 90% to 60% because of new competitor's strategic marketing. To increase the market share again and to maintain the leading position in the Korean coffee market, DSF implied three rounds of 'Maxim Restage Strategy'.
