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%<그림 1> 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 r