Maxwell
1976 Launch the first coffee mix in the world
1978 Launch coffee for the vending machine
1992 Maxim, Enter Europe market
Overwhelming No.1
in Korean coffee mix market
Market share 77%
in the first-half of 2011
Nestlé
Nestlé S.A
Swiss food company
Headquarter : Vevey, Switzerland
CEO : Peter Brabeck
Foundation date : 1964. 3. 13
280 thousand employees
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
U.S. armed forces
1946 National distribution
“Maxwell House Electra Perk” developed specifically
for electronic percolators
General Foods Corporation, began supplying
instant coffee to the U.S. armed forces
1946 National distribution
“Maxwell House Electra Perk” developed specifically
for electronic percolators
Maxwell은 모든 형태의 복사는 전기장과 자기장이 공간에서 진동 또는 파동 같이 움직이는 것이라고 하였다. 따라서 빛, 마이크로파, 텔레비전과 라디오의 신호 및 X-선 등의 복사를 좀더 정확히 전자기 복사(electromagnetic radiation)라고 부르게 되었다.
정지파는 특징적으로 진폭이 0인 점이 2개 이상 존재하
distribution channel, brand royalty, industry experiences. And the capabilities are cost leader structure, R&D,
product diversity, customer study, and managing depth.
External Analysis
- Industry Analysis
Michael Porter's 5 Forces Model
1. Rivalry of competitors - high
When seen from the perspective of the number of competitors, there are many competitors of Kraft in consume