Ⅰ. Introduction ofMaximDongsuh Food isthe largest company in Korea coffee industry field. They produce many kinds ofcoffee, tea, cocoa and so on. The representative brandof this company isMaxim. Maximisthe first instant coffee in Korea that provides upgraded taste and perfume ofcoffee to busy modern people. Their market share is more than 70%, both ininstant coffee andcoffee mix fie
to scheme about the strategy of entry andofmarketing tocoffee marketofthe America through various research, consideration and analysis about coffee mix.
2) An object of this report
An object of this report refers to lead the success ofcoffee mix ofdongsuh foods about the entry to global marketand expansion coffee market place andmarketing strategy inthe global society that isthe
to scheme about the strategy of entry andofmarketing tocoffee marketofthe America through various research, consideration and analysis about coffee mix.
2) An object of this report
An object of this report refers to lead the success ofcoffee mix ofdongsuh foods about the entry to global marketand expansion coffee market place andmarketing strategy inthe global society that isthe
market
Overwhelming No.1
in Korean coffee mix marketMarket share 77%
inthe 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 working in 86 countries for Nestle
8,000 products
1866 Started to produce infant food
1905 Nestlé andthe Anglo-
1.1 About Maxim
Launched in 1980, DongSuh Food. Inc.’s main brand
No. 1 Brandin Korean coffee marketIntroduced F/D (Frozen Dry) type instant coffee to Korean coffee market
1986.12 Export tothe U.S
1994. 9 Launched Maxim Columbia, Brazil, and Kilimanjaro
1998. 2 Export to Europe
1999. 3 Awarded for No. 1 BrandinCoffee (한국능률협회)
1999. 9 Awarded for Bes