beer 49% ofthe market, Whisky 31%, The wine 14%
Japanese Sake, Chinese liquor from East Asia is growing continuously.
Bud-wiser > Miller > Moulson Coors
3 major beer companies account for
80% ofthe market share
Invent U.S. style
‘Makgulry’
Through R&D
Analyze Market
And product,
Analyze
Segmentation
Target
Positioning
4P Mix
&
Marketing Mix
Strong
ofthe rice wine are 25 times more than wine and beer. Latest, Interest in healthy beverages is increasing. So, Busan, South Korea, as well as around the world has increased interest in rice wine. Current trends and export opportunities are expected to be available.
③ Successful examples of overseas expansion
It holds successful practice overseas and has exported their products to Japan.
3. Situational analysis of Heineken
○ 4P Analysis
Product
Heineken is defined to be a product as a collection of physical, psychological and symbolic attributes that collectively yield satisfaction, or benefits, to a buyer or user. Taste and quality of Heineken never change wherever users enjoy in the world. Heineken which presents in all over the world has the same as the original beer
of generalizing
Weakness: Nowadays other soju companies use so much expenses to advertising. Rice wine has short distribution period because it is made from fermented rice.
Revenue: 1053 billion
Market share: 8.1%
Product lines: Chamsoju, 경주법주, Style, Oakzen etc.
Quality of workers: normally jin-lo and doo-san have better workers.
Place of selling alcohol: Super market
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