Trend
Entry to Overseas Market
Strength
Low alcohol degree
The best known brand
Nationwide distribution
network
Sensational package and
naming
Weakness
Old-fashioned image
Spread of customer’s need to soft taste
Low share in other region
Opportunity
Increase of female consumer
Sustainability of consumer
Broad Soju market due to
economic down
1.Research motivations & Latest trends, news
• Luxurious goods consumption exceeded Japan.
• Luxurious goods consumption occupy 5% in Domestic economy income.
• Korea’s luxurious goods consumption is recognized issue that persisted and hard to solve.
• Luxurious goods is the thing which famous or expensive.
• Luxurious goods consumption increase steadily.
consumers feel like they get something more than what they pay, the difference between what they feel and how much they pay is premium. It is consumers's surplus that they feel from their purchase.
(2) PREMIUM in the automobile market
The trend of premium is applied to the market of automobile. In automobile field, the premium that consumers feel is 'high-valued, first-class'. The autom
consumable goods from department stores separately
• Convenient stores : Café type convenient stores with café and fastfood integrated
2. Confusion of Identity due to the Complex Market Structure
1) ‘Business Identity’ has become vague due to the businesses’ diverse strategy for change which had lead to homogeneity between the businesses with no particular differe
trend. 처음처럼 went straight to second place in one year. As soon as 처음처럼 was launched, It caused tremendous popularity. JinRo launched the 참이슬Fresh because of 처음처럼‘s trace and implemented aggressive marketing.
Recently, Low lcohol degree trend is forming because of interest in health, change of drinking culture, rise of woman consumer. Also, this interest increase
design concept
jazz bar
20-30대의 소비자 계층을 타겟으로 하여 한국의 전통적 요소와 서양의(bar) 문화를 접목시켜
새로운 문화 공간 계획.
-실용적이고 남과 다른 것을 선호하며, 경제적, 문화적 풍요로움을 추구하는 20-30대의 소비형태에 맞춰 기존 바에서 볼 수 없었던 한국의 전통적 구조 형태와 자
전통주의적 사상에서 귀하게 여겨지던 아이는 역사적으로 짧게는 조선시대부터 대한민국 현대까지 오면서, 왕권사회를 거쳐 독재사회, 민주사회로 발전해서 현재까지도 아이들의 귀하게 여겨짐은 달라진 적이 없다.
역사가 흐르면서 가장 크게 달라진 것은 전 세계가 공산주의와 사회주의 이었던 체
Role playing
Diversion
Self-gratification
Learning about new trends
Physical activity
Sensory stimulation
Location
Nature and quality of assortment
Price
Advertising and promotion for Positioning of the Retail Brand
Sales personnel
Services offered
Physical store attributes
Nature of store clientele
Point-of-purchase displays
Consumer logistics
(1) Location
Developmental background
- outside : soaring oil price, environmental problem like greenhouse effect, legal regulation
- inside : ethical consumer who start to realize environmental problem
Residential environment influence your health a lot
ex) atopic disease
Trend of building : Energy saving and pollution reduction
→ it satisfies the wants related wi
scale has increased 24.7% compared to the same period last year. By 2003 the U.S. oriental liquor import market 72.7% of the market is occupied by Japan and is almost monopolizing the market, South Korea 9.8%, China 4.9%, Taiwan 2.3% are showing market share.
Also traditional liquor, local corporations and most importers are located in California, more than 90% is consumed from Koreans.