Ⅰ. Introduction
1) Subject
It is subject of this writing to that coffee mix made by dongsuh foods enter American market successfully, and furthermore, globalize coffee mix. For advance of successful United States of America market, we need to research previously about present situation of America market and strength and weakness of coffee mix, and then, we have to scheme about the strateg
Ⅰ. Introduction
1) Subject
It is subject of this writing to that coffee mix made by dongsuh foods enter American market successfully, and furthermore, globalize coffee mix. For advance of successful United States of America market, we need to research previously about present situation of America market and strength and weakness of coffee mix, and then, we have to scheme about the strateg
Ⅰ. Introduction of Maxim
Dongsuh Food is the largest company in Korea coffee industry field. They produce many kinds of coffee, tea, cocoa and so on. The representative brand of this company is Maxim. Maxim is the first instant coffee in Korea that provides upgraded taste and perfume of coffee to busy modern people. Their market share is more than 70%, both in instant coffee and coffee mix fie
, 서울대학교 대학원, 2006.
『식품유통연감』, 식품저널편집부, 식품저널 285-292, 2006
Food And Agriculture Organization Of The United Nations (www.food.org)
New York Times (www.nytimes.com)
Chosun Ilbo (www.chosun.co.kr)
DongSuh Co. Ltd (www.dongsuh.co.kr)
Nestle Co. Ltd (www.Nestle.com, www.Nestle.co.kr)
DART (dart.fss.or.kr)
PEZZ Dot Com (www.petzz.com)
I. Introduction
In 1983, Nongshim-Kellogg launched the first cereal in Korea. A year later, Dongsuh-food corporation also released a cereal for breakfast. Since then, cereal market in Korea grew up every year. The number of product lines of cereal being sold in current Korean market is over 30. So people can now choose a product according to their own preference. Consumers have several purpose