I. Problem definition
• Nongshim
Nongshim is Korea instant food Manufacturer Company that produces products such as instant noodles, u-dong, snacks, drinks etc. They recorded total revenue of 63,198 million won in 2010. Within this revenue, instant noodles represented 67.5%, which was equivalent to 42,659 million won. Nongshim is Korea’s No. 1 instant food industry company with Samyang
products and damaged brand image after criticism of product quality
Consciousness for Product
In 2010 year
Customer survey
46% “Care about ingredient”
67% “Check the product label”
Consumer prosecution program
: Big hit Consciousness↑
Spread of Well-being Trend
Life style of the rich → Life style of the public
Cover the whole
3. Strategic Focus and Plan
Vision
Mission
Goal
The company wants to gain the reputation of representative Korea liquor. And their long term goal is that achieving the top 3 of Korea liquor industry
Nonfinancial goals
1. To make the brand power for customer
2. To make product line up which can satisfy customer needs
3. To magnify the
World’s 3th largest population (308,745,538)
82% of population residing in cities and suburbs
N.Y city is the most populous city
Unemployment rate of 9.6%
N.Y’s income level is high, that of Food related job is low
FDA(Food and Drug Administration): protects public health
NPA(Natural Products Association): advocates the right of consumers
High rate of union membership(11.9%, N.
③ Family Owned Company
In-N-Out Burger is a private, family-run, non-franchised company. Rich Snyder maintained his family's opposition to franchising. While McDonald's, which began the same year as In-N-Out, decided to franchise in 1954, the Snyders, though inundated with franchise inquiries, remained firm. They thought franchising would cause them to lose control of In-N-Out Burger an
products because the coffee culture today, especially in Korea, is now highly developed with many demanding convenience.
• Can promote that tea products are ultimately a good-tasting and beneficial product! In fact, benefits of tea include prevention of aging, allergies, bone strength, cancer, weight loss and etc. With the society moving towards well-being society, promoting the benefits
The first In-N-Out Burger was founded by Harry and Esther Snyder in Baldwin Park.
Fresh potatoes right from farm
Cut potatoes right in store
Fly in vegetable oil rightly
The Snyder's business philosophy :
"Give customers the freshest,
highest quality foods”
In-N-Out has its own butchers, called “commissary”
In the commissary
Comfortable Decoration- Relaxed mood- ‘Taj Mahal’ connected with
Brand Identity
Tables for customer - No waiting in a line
No Expense
- Limited decoration- Menus made of free materials
IT LOOKS DIFFICULT
BUT IT’S POSSIBLE
It would be premature
- There’s no needs for Chai Tea
- It costs too high to advertise the products
Unfamiliar taste
3) Preference of customer
The quality of coffee in the coffee store is very important. However, the difference in coffee quality among coffee brands is now decreasing. Customers visit coffee stores to enjoy a certain atmosphere and space of store as well as simply drinking coffee. In this aspect, the interior of The Coffee Bean & Tea Leaf is lacking compared to Caffe Bene with respect to comfort
4. Competitor Assessment
We will compete with the market in beer and soft drinks.
As there is no fruit flavored beer in Korea, there is no threat of new entrants but there can be existing threat of substitute product such as soft drinks, beers, juice and fruit flavored sodas. But soft drinks, and beverages are really different with beer. Beer is made from malt, and hops and it's naturally fe