The alder tree
1-5. Who needs Morning care
-Busienss men who often attend drinking parties or women who dislike alcohol
-Business beginners who find it difficult to break atomosphere by leaving the drinking tables.
-People who would like to take careof colleagues and friends in parties or gatherings.
2. COMPETITION
1. Background ofmarket establishment (domestic)80% of alcohol c
In this situation, one ofthe ways to keep their market share for each producer is having innovative technologies. Inthe makgeolli industry, producers are trying hard to develop technologies for better taste and longer shelf life. Those kinds of technology innovations, which were previously explained, affect marketing ofthe product. With these technologies, marketing network for makgeolli exten
and taste of Orient. So our marketing will 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 star
inthe long run. Hong Kong has a combination ofthe Western and Eastern culture and that their consumption pattern is similar tothe Korean consumers which seem to make our business more profitable. Also, once we position ourselves inthe Hong Kong market, it will be much easier to enter the mainlandChinese market. Chinese consumers tend to think that products that succeed in Hong Kong are premi
the “Business Liquor with little harm in health “
Not so big success of Soju in western market unlike Japan
not enough identification of Korea to reach Americans’ recognition
Identity of Soju is equivalent of identity of Korea ( cultural product )
Positioning as “Oriental (representative) liquor” utilizing success in Japan
and China
Americans prefer Japanese culture