Hot 6ix YOUNG MARKETING STRATEGY

목차

Ⅰ Executive Summary

Ⅱ Situational Analysis
A. Internal Analysis
B. Customer Analysis
C. External Analysis

Ⅲ SWOT Analysis

Ⅳ Marketing Goals, Objectives and Strategies

Ⅴ Implementation Plan

Ⅵ Financial Information/Plan

Ⅶ Conclusion

Ⅷ Appendix

Ⅸ Reference

본문내용

A. Synopsis
This report is contributing to set the profit increasing marketing strategies for Lotte Chilsung Beverage Corporation, which is one of the largest beverage companies in Asia. With more than 40 years of know-how based business management skills, the company has quickly attained majority of the market share and thus, is now one of the top leading firm in the energy drink market of Korea. However, due to the recent rising concerns over health issues and the revision of 'Dietary life safety law for children', which now prohibits beverage firms from selling highly caffeinated drink products within the school zones; Lotte Chilsung drink products, such as ‘Hot 6ix’, are now at the stake of losing a lot of its customers.
Albeit, the sales volume was approximately 60 billion in 2012 and the firm forecasts the sales volume to reach by 70 billion in 2013, it is an indisputable fact that the total sales volume of Hot6 would decrease in the near future, unless consumers’ negative view of energy drink is improved.

참고 자료

롯데칠성음료 공식홈페이지http://company.lottechilsung.co.kr/
핫식스 공식홈페이지http://www.lottechilsung.co.kr/brand/softdrink/softdrink_hot6.jsp?pid=1008
롯데칠성 재무재표http://company.lottechilsung.co.kr/company/statement_re.jsp?nPos=010401
고카페인 음료 판매 및 광고 제한에 관한 기사
http://news.kukinews.com/article/view.asp?page=1&gCode=cul&arcid=0007417198&cp=nv
레드불 세계 시장 점유율에 관한 기사
http://www.asiae.co.kr/news/view.htm?idxno=2011072609391200198
한국 시장 내에서 핫식스와 레드불 점유율
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어린이 식생활 안전관리 특별법 [네이버 지식백과]
http://terms.naver.com/entry.nhn?docId=1721733&cid=706&categoryId=706
본격비교 에너지 드링크! Red Bull vs. Hot6ix.
http://nuncoip86.tistory.com/m/post/view/id/61
롯데칠성으로의 핫식스 이익 기여도http://www.nspna.com/news/?mode=view&newsid=62955
'급성장' 기능성 음료시장http://news.sportsseoul.com/read/economy/1191056.htm
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핫식스 매출 작년 대비 30% 성장http://news1.kr/articles/1297633
에너지음료 시장 3배 성장, 매출 700%증가http://news.kukinews.com/article/view.asp?page=1&gCode=kmi&arcid=0006836055&cp=nv
내년부터 에너지드링크 학교 매점 및 인근서 판매금지http://www.etoday.co.kr/news/section/newsview.php?idxno=829800
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레드불 슈가프리 제품 출시http://news.sportsseoul.com/read/economy/1214646.htm
에너지드링크, 여름효자 품목으로http://www.dailypharm.com/News/172541
에너지음료 당분함유량 높아http://www.ceoscoredaily.com/news/article.html?no=2816