to air one’s opinion and one’s position of company doesn’t matter. Even, every employee is evaluated by their work performances. Furthermore, the division of each department is clear so OB doesn’t have to waste time to figure out what is done by which department and responsibility of each department is recognizable which encourage each department to perform its business with the less mist
and whisky or the two drunk together as ‘poktanju’ lit. ‘bomb-liquour’ or a boilermaker. The South Korean version is a shot glass of whisky dropped into a glass ofbeerand then downed in one. The practice has become so widespread that TV commercials have been aired lately to warn people of the dangers of over-indulgence. A few years ago, the justice minister was fired for some ‘inappro
inbeer market. And also, We wanna study twenties' beer consumption pattern.
As a result of two experiment, we will notify our opinion to Hite beer company to persuade launching new beer brandfor twenties.
Preceding Reseach
Preceding Research Analysis.
According to the current data, an amount of imported beerisincreasing massively. Look at the right chart, this chart tells how much
For bargaining, we need to seek a partnership relationship also with retailers. And we should gain a over power by integrated in a strong corporate brand 'Hite' so that retailers cannot except our product.
Finally, as our product enter in, the competitive response will be various but probably, competitors will make similar beers or they will target and segment others.
Retailing is the main succ
④ Female's beer
By matching the current Cass Wright, the industry is building image claiming to advocate women's beerthatisfor only women, low calories, low alcoholicity.
2. 4Ps
1) Product
① Brand: Multiple branding strategy
Presently, In addition to the OB blue and Cass Beeris the flagship product. Cass Beer has a product line of Cass red and cass ice light.
②Product p
"in young generation's mind.
3. Competitive advantages of S beer
1) S-beer came out of the beer market aimed to catch ‘Cafri’, which is number one beerin the premium beer market, by selling more than 1 million boxes. By now, the market share inbeerindustry, HITE beer has about 52%. It’s more than 48% which is Cafri and Budwiser’s market share.
to satisfy the high taste standards for customers.
Ⅳ . Situation analysis
A. Industry analysisIn 1990’s, the product selection was limited, and thus customers were not given a variety of choices. However, an increased usage ofinternet, more frequent overseas travels, and the development in the distribution system have made customers demand more various products. The beer companies h
is white> in the banana flavor milk market is the hot issue of the field. Turning the idea of banana milk = yellow into banana milk = white, it seemed to success catching the people's attention. They named their product inally, banana is white>, and it imply its competitors have artificial color in contrast with it.
Actually there has been absolute no.1 in the market for more than 30 year
to gain more new customers and make turn current customers into LOYAL CUSTOMERS.
It will also bring satisfaction to the customers needs and delight them with distinctive value delivery system.
Target Market
○ Night Life
○ Leisure
○ Recreational
○ Beverage - With Food
○ Summer
2.1.1 Market Demographics
The profile for the typical Hite-Max customer consists of the following g
of price bundle. Namyang sets a high price for high quality products which competitors do not produce. For example, delicious milk - organic, VIP vitamin milk, high calcium and Glucosamine milk are relatively expensive than other products. Therefore, Namyang has a monopolistic power in these products andis able to get more profit.
In contrast, Namyang sets a similar price or normal price for n