분야
hwpⅠ. Research Background and Purpose of study
Ⅱ. Research Method
Ⅲ. Basic Framework
Chapter 2. Situation Analysis of Beer Market
Ⅰ. Analysis of Beer Industry
Ⅱ. Hite & OB(Cass) Analysis
Ⅲ. Competition Situation Analysis
Chapter 3. Analysis of Consumer Behavior
Ⅰ. Sampling Frame
Ⅱ. Analysis of Purchase Factor
Ⅲ. Analysis of Purchase Satisfaction
Chapter 4. Future Strategies And Conclusion
Ⅰ. Future Strategies
Ⅱ. Conclusion And Summary
Survey
Reference
Ⅰ. Research Background and Purpose of study
Hite Beer which was founded in 1933 first started with name as Joseon Beer and released Hite beer product in 1993 which is non heat treated. Leading to great success, Hite Joseon beer's company name is change into Hite Beer corporation. At that time, OB beer was a symbol of beer market, dominating brand image and preference of Hite beer.
To catch up OB beer, above all, the only solution is to highlight forceful differentiation as a single brand. Then, domestic industry gradually interested in 'Green Image' that stressed innocence of nature, gaining positive response. At that moment, When OB beer was criticized for "Phenol" Case which was the offender of water pollution, Hite beer advertised differentiated beer that was made of "A base rock natural water". Consequently, Hite beer overcome OB beer which had been the top of beer markets. Since merged with Jinro in 2005, Hite Jinro have became the best liquor company. Now, Hite Jinro is dealing with various liquors such as Whiskey, Wine, Soju, Brew, and so on.
However, As market share of Hite beer gradually decreased in 2008 yearly, finally, Cass beer of OB beated Hite beer in 2011. Also, Not only market share, but also brand value evaluation rate decreased, which showed 897.8 of Cass beer brand image evaluation rate compared to 888 of Hite's,
Through above background, using survey method, we would analyze the reason Hite beer has been fallen. And, analyzing primary data and secondary data, we would suggest how Hite beer implements strategies and retakes top of beer market again.
Ⅱ. Research Method
First, utilizing a publication, a thesis, internet and so on, we arranged the present situation of each Hite beer and OB(Cass) beer company.
Second, to grasp present situation of each company and beer market, through related books and various thesis, we studied Hite beer's past, present and future strategies.
Third, to see purchase behavior and satisfaction of consumers, we had a survey method.
Finally, through these study process, we would offer the way Hite beer could retake top of beer market again.
Ⅲ. Basic Framework
This study consists of total 4 chapters and the main contents of each chapter goes as follows:
Chapter one is introduction, suggesting background of study which shows problems of Hite beer.
Chapter two includes situation analysis of beer market and each company.
Chapter three includes analysis of consumer behavior and satisfaction about Hite beer and Cass beer.
Chapter four concludes with the remark that Hite beer should implement aggressive marketing and create brand-new flavor beer.
우용상, 연세대학교 대학원,[2000] [국내석사]
◦ 맥주 브랜드 마케팅 전략과 역량에 관한 연구 : 하이트맥주를 중심으로
최홍관, 서울시립대학교,[2009] [국내석사]
◦ 제조맥주 전문점 중요도와 만족도 평가에 관한 연구 = (A) study on the importance and performance analysis of micro brewery specialty store
현승훈, 경기대학교 관광전문대학원,[2005] [국내석사]
◦ 麥酒브랜드의 마케팅戰略에 관한 硏究 = (A) Study on the Marketing Strategy of Beer Brand
이기안, 仁荷大學校 經營大學院,[2004] [국내석사]
◦ 국내 맥주 브랜드 강화를 위한 효율적인 브랜드 로고타입에 대한 연구 = (A) study on the efficient beer logotype for improvement of the brand
이우정, 한양대학교 산업경영디자인대학원,[2011] [국내석사]
◦ 한국 맥주 브랜드 개성 척도 개발에 관한 연구 = Developing a Brand Personality Measure for Korean Beer Brands
장영무, 한양사이버대학교 경영대학원,[2012] [국내석사]
◦ 20대 공략을 위한 마케팅 - 하이트 VS 카스
zinoto.blog.me/140113196768
◦ '카스vs하이트' 내 입에 딱 맞는 맥주는?
cntrans.blog.me/120145179628
◦ 뉴스핌 - 1위 카스…참이슬·하이트 順
http://www.newspim.com/view.jsp?newsId=20121202000106
◦ 마이 경제 - 하이트진로, 합병효과 발휘?…실적개선에 주가도 상승
http://www.consumernews.co.kr/news/view.html?gid=main&bid=news&pid=357057
◦ 헤럴드경제 - 2012년엔 오비, 15년전엔 하이트…맥주시장 1등 제조기 유정근 제일기획 전무
http://news.heraldcorp.com/view.php?ud=20121127000108&md=20121130004652_AN
◦ 그래픽 뉴스 - 카스, 맥주 브랜드 1위
http://view.asiae.co.kr/news/view.htm?idxno=2012103107241077204&nvr=Y
◦ 비즈포커스 - 하이트진로와 오비맥주, 맥주의 '강남스타일' 전쟁 뜨겁다
http://news.sportsseoul.com/read/economy/1106702.htm
◦ 구글 이미지 검색
◦ 카스맥주, 카스톡스 함께 브랜드 1등을 향해
blog.naver.com/cassrock2/110148425559
