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MAX마케팅전략분석맥주마케팅MARKETING마케팅분석
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본문 내용
    marketing plan  ☆max☆  
    power of beer~!
    1.0 executive summary
    hite brewery company limited (pronounced /hat/) is a south korean brewery company headquartered in yeongdeungpo-gu, seoul.its main products are beer, rice wine, and mineral water.the company was established as chosun breweries in 1933.in 2001 the company had three factories, and in 2002 its share of the domestic beer market was some 55%, up from 30% in 1992.
    hite breweries is listed on the korea stock exchange, code hite brew.
    in 2006, the company acquired jinro, a popular soju company in korea.
    ◎ brands and products  hite   
    the #1, top selling beer in korea.hite lager is golden in colour and is styled upon traditional european and american lagers.like the american adjunct lager budweiser, it is brewed from barley malt and rice.along with ob and cass, hite is often found on draft in korean bars and pubs.most drinkers consider the draft versions of hite, oriental brewery and cass to be more or less interchangeable in taste and price.4.5% abv.
    prime max   
    ranks as top 3rd selling beer in korea.prime max is brewed with 100% malted barley, and is therefore slightly more expensive than regular hite.it has a more complex, wheaty flavour.4.5% abv.
    hite stout   
    based on original guinness (not to be confused with the creamy draft guinness), hite stout is a dark bitter beer.stout has lost popularity and market share in recent years.4.5% abv.
    exfeel s   
    s is a light beer targeted at young drinkers and it contains 0.5g of fiber per 100ml.4.0% abv.
    seok su & puriss water  
    purified water by hite-jinro corp.
    hite d dry finish  
    dry finish is made using a select dry yeast.5% abv.
    hite soju   
    a brand of soju with a relatively low market share.not to be confused with white soju.
    2.0 situation analysis

    hite has introduced several liquor brands and it has been one of the top selling beer and soju company. but recently when they introduced the new beer label called max, they faced difficulties facing customers and winning over the competitor company ob

    through up-graded marketing of max, hite now will increase the brand recall of max. the marketing also help the company gain the new customers and its customer databases by distinctive marketing strategy

    2.1 marketing summary
    hite already possess abundant information about the korean liquor market and it also has vast customer databases.this marketing will help the company 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     (이하 생략)
TZ-SHR-638382 MAX 맥주마케팅전략
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목차
    1장 Executive Summary

    2장 Brands and products

    3장 Situation Analysis
    1. Marketing Summary
    2. SWOT Analysis
    3. Competition
    4. Product Offering
    5. Keys to Success
    6. Critical Issues

    4장 Marketing Strategy
    1. Mission
    2. Marketing Objectives
    3. Financial Objectives
    4. Target Markets
    5. Positioning
    6. Strategies
    7. Marketing Mix
    8. Marketing Research

    5장 Financials
    1. Break-even analysis
    2. Sales Forecast
    3. Expense Forecast

    6장 Controls
    1. mplementation
    2. Marketing Organization
    3. Contngency Planning

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