분야
pptxObject of Study
Preceding Research Analysis
Hypothesis
2.Study Design
Data Acquisition Procedure
Survey & Result
3.Main Managerial Implication
First, Backgorund. Do you guys know which company have lead to korea beer market? Yea, you guys already know the anser.
OB and Hite beer company have led to korea beer market. They have maintained an amount of market share without competing with Imported beer.
But, in recent years, Because of the opening of retail market a variety of imported beer brands were penetrated in the domestic market.
Especially these imported beer brands attract young consumers like 20, 30 and have shown rapid growth.
In domestic beer market, imported beer brands’ market share is about 6%. it’s still insignificant but, many experts say that this rate will be increased. so they expect that the rate will be over 8% this year, and will be over 10% next year.
Object of Study
How do domestic beer companies cope with the challenge?
20’s beer consumption pattern?
Do they really feel difference of flavor?
Like I said earlier, young comsumers are looking for beer of the new flavor. also many of them want law alcohol degree. and it is becoming such a trend.
in this study, we wanna find the way how domestic beer companies defense imported beer's challenge.
So, We wanna prove young consumers feel really difference between imported and domestic beer's flavor. through this study, we can anticipate how consumer's trend change in beer market. And also, We wanna study twenties' beer consumption pattern.
As a result of two experiment, we will notify our opinion to Hite beer company to persuade launching new beer brand for twenties.
Preceding Reseach
Preceding Research Analysis.
According to the current data, an amount of imported beer is increasing massively. Look at the right chart, this chart tells how much imported beer are cousmed in korea.
Comparing to 2009, imported beer increase is almost twice. and imported beer’s market share is consis of 3 big brand.
The first one is 아사히, which has 28% second one is 하이네켄, which has 26% and third one is 밀러, which has 20%.
In preceding research, we could only know the statistics of imported beer. But it was not pretty enough to know what really wanted.
So we made hypothesis to get primary data.
