to research the market during October, 2004 to February 2006(18 months). They think thatthe most important factor to decide Soju’s taste is water, because 80% ofSoju’s ingredient is water. So they searched many types of waters, and finally ‘Alkaline water’ was selected.
2. Soju market’s Market Share
Rank Company(Brand) 2006 2007 2008 fall
1 Jinro(참이슬) 51.2 49.3 50.2
2 Do
soju market. JinRo didn't have a equal share in whole nation but JinRo led a soju market in Seoul and capital area. Like this, JinRo isthe market leader in soju market.
참이슬's the biggest rival isthe 처음처럼. 처음처럼 broke 20˚ that maginot line ofsoju market and brotught low alcohol degree trend. 처음처럼 went straight to second place in one year. As soon as 처음처럼
oftotal 4 chapters andthe main contents of each chapter goes as follows:
Chapter one is introduction, suggesting background of study which shows problems of Hite beer.
Chapter two includes situation analysisof beer market and each company.
Chapter three includes analysisof consumer behavior and satisfaction about Hite beer and Cass beer.
Chapter four concludes with the remark that
of 31.8% and turned to increase again. The ROE of Jinro decreased to 18.41% in 2005. So high ROE will give more benefit for shareholders by effectively management.
c. Analysisof Sales and growth ofassets
Sales
In Jinro's case, the sales growth rate ofthe last 12 months compared tothe previous 12 months is downslide as a result of -0.36% that lowers than the average which is 4.36%. Aver
the market>
According to pictures, Jinro market shares take half ofthe market share. Jinro is a head company in soju market. Specially, 참이슬 series support Jinro to become best firm in Korea soju market.
Overall, needless to speak, Jinro is best company. But low percentage of alcohol market, their product J shows low business showing while other products show very high sales and