The tofu war (Pulmuone vs CJ Cheil-jedang)
1) Tofu Market with Competition
①The scale of tofu market in Korea
Tofu market grows gradually following consumer's increasing interest on health.
After the release of Pulmuone's wrapped tofu, the scale of wrapped tofu is increasing.
Our target is also wrapped tofu in two companies, Pulmuone and CJ
Ⅰ. Introduction : The tofu war(Pulmuone vs CJ Cheil-jedang)
1) Tofu Market with Competition
① The scale of tofu market in Korea.
(From : CJ)
- Tofu market grows gradually following consumer's increasing interest on health.
- After the release of Pulmuone's wrapped tofu, the scale of wrapped tofu is increasing. Our target is also wrapped tofu in two companies, Pulmuone and CJ 제
몇 해 전부터 웰빙(Well-being)의 트렌드가 거세다. 심신의 안정과 건강을 가장 중요시하는 이 문화의 영향으로 인해 각종 건강식품과 유기농 식품에 대한 인기와 판매량이 급증했다. 인간의 삶의 중요도가 삶의 질적인 면으로 이동하고 있음을 반증하는 것이라 볼 수 있을 것이다.
우리보다 더 먼저 웰빙
Tofu can satisfy above customers.
The Customer Environment
Current and Potential Customers
According to the presentation of the results of (Korea Food & Drug Administration related sanitation of tofu study in 2005, 86% of Korean usually eat tofu more than one time a week, also 14% less of Korean eat tofu less than one time two week. When people purchase tofu, first of all, consider good
Tofu”
Differentiation strategy
Emphasize following 5 advantages
Domestic
beans
3NP
(Natural
processing)
No artificial ingredients
Traditional making process
‘Easy Peel’
Current and anticipated organizational resources
In 2006,
CJ built high-tech soybean plant in Jin-Cheon
Produce 150,000 Tofu a day
Cultural and structural is