focus
(too much focus on expansion)
∙ Over-dependency on coffee products
∙ US based company,
focusing on the US domestic market
Opportunities
∙ Reduce the size of Instant coffee market
∙ Cooperation with other brands
(e.g. MS, HP, Pepsi, etc.)
∙ Technological advances Threats
∙ Increased competition from coffee shops
∙ Consumer trends toward mo
Focus on boosting brand awareness among all generation
Entry level: only 2 years since launching
Promotion Message – Local & Reasonable Brand
Low price and products customized for Korean people
Promotion Media
Advertisement on free newspapers or magazine displays
Special events with the celebrities as sales promotion
Online media; World Cup events and Twitter
focus on those two concepts with active and close promotion to consumer.
3.4. Strategies(4Ps)
①Price
The white sheep’s competitor is not some royal and expensive drinks like whisky, wine, and so on, but the beer which has been solved around sports games. So our white sheep’s price should not be expensive than common American beers in starting point when we promote it. It will be s
C. Core Competency and Sustainable Competitive Advantage
In terms of its core competency, Hite Brewery seeks to achieve a unique ability to provide a high-quality beer. In the early 1990s, Korean customers were interested in environmental aspects in many products. So, Hite Brewery has made beer by using natural bedrock water to promote an environment-friendly image. As a result, Hite Brewery was
focus supported by extensions that can provide, for example, robust spelling/grammar checking, automated translation between 40 languages, and numerous other extensions. Initially released only to developers, a "preview release" of Google Wave has been extended to about 100,000 users on September 30, 2009.
So, we decided to promote Google Wave since it has just released and not promoted yet.