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소개

국순당의 마케팅전략을 국내/해외시장 분석과 기업분석을 통해 성공사례를 분석하였습니다.

목차

1. 국순당
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1.1 기업개요
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1.2 기업소개
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1.3 국순당 최근 회사의 실적 및 재무상태
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1.4 국순당의 연혁 & STORY
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1.5 위기 및 터닝포인트1
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1.6 기업 비전
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2. 기업선정 이유 및 도전과제
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2.1 기업 선정 이유
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2.2 도전 과제
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3. 성공요인
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3.1 국순당의 성공 요인
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4. 국순당의 국내 마케팅 전략 (내부환경분석)
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4.1 SWOT 분석
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4.2 STP 분석
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4.3 4P 분석
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5. 외부환경분석
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5.1 국내 막걸리 시장의 성장과 성숙기
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5.2 소비자 분석
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5.3 국내상황
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6. 마케팅 사례
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6.1 다양한 제품라인
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6.2 국순당 생막걸리 광고
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6.3 막걸리송 개발
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6.4 국순당 막걸리의 영역 확대
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6.5 국순당 막걸리 전용술집
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7. 일본 시장 분석
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7.1 유통동향
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7.2 소비동향
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7.3 현재 위치
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7.4 위기와 전략
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8. 한계점 및 발전방향(터닝포인트2)
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8.1 한계점
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8.2 발전방향(터닝포인트2)
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9. 중국 시장 전략 방안(터닝포인트2)
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9.1 해외 진출 동기
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9.2 환경분석
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9.3 국순당의 중국 시장 진입 전략
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9.4 국순당의 SWOT 분석
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9.5 국순당의 STP 분석
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9.6 국순당의 4P 분석
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9.7 결론
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10. 결론
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11. 참고문헌
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본문내용

지금까지 우리 조는 전통주의 제조업체인 국순당의 막걸리시장에서 현재의 선도기업으로 위치하기까지의 마케팅 관점에서 조사하여 알아보았다. 조사내용을 말하자면 기업소개를 거쳐서 지금의 국순당의 위치에 자리잡게 된 전략들을 내부환경과 외부환경으로 나누어서 조사하였다. 왜냐하면 전략적 마케팅 활동을 수행하기 위해서는 우선 환경 분석이 선행되어야 한다고 생각했기 때문이다. 조직과 관계되는 외부요소를 분석하여 조직의 잠재적 기회와 위협을 파악하고 이해하였다. 그 중에서도 기업을 둘러싸고 있는 거시환경의 변화추세 및 사건의 발생가능성이 있는 막걸리 사업의 환경을 더 알게 되었다. 이 조사를 바탕으로 서구 문화에 진출 등 해외시장을 진출 시에 한국의 국가 코드 및 문화 중에서 강조해야 할 점들을 파악했다. 그리고 기업내부의 환경에 대해서도 분석하여 국순당이 가지고 있는 이점과 문제점 등을 파악하여 잠재적 성장기회 및 위협을 파악하였다. 또한 이러한 과정속에 있던 위기 및 터닝포인트1에 대해서 제시하여 지금의 위치에 자리잡게 된 중요한 순간을 집중적으로 다루었다. 국순당이 막걸리 시장에서의 다양한 마케팅 사례들과 전략들을 파악함으로 지금의 자리에 위치하게된 국순당에 대해서 알게되었다. 그리고 이러한 마케팅 전략들을 조사하면서 우리 조에서 느낀 한계점 및 발전방향의 과정을 통하여 지금의 상황을 또 하나의 위기 및 터닝포인트2를 제시함으로써 또 다른 전성기로서의 나아갈 수 있는 방법들에 대해서 제시하였다.

참고자료

· 김이태, 류지호(2010) ‘막걸리 구매영향요인이 이용만적에 미치는 영향’
· 관광, 레저연구 제22권 제6호
· 유송희(2010) ‘막걸리 산업의 규제완화에 대한 연구’. 고려대학교 석사 논문
· 김영갑, 김선희(2010) ‘막걸리의 선택 속성이 만족도와 추천의도, 재구매 의도에 미치는 영향’
· 이승우(2010) ‘우리술 막걸리의 브랜드화’
· ‘한국 대표 상품 및 문화콘텐츠의 해외시장 진출’(2010), POPUS
· 국순당 제28기 영업보고서
· 주류산업뉴스 1월/2월/3월호(2011), 주류산업협회
· 이은주(2009), [중국, 주류 식품동향], KOTRA 무역투자정보포털
· 박종록(2010), ‘막걸리 천년의 부활! 패션아닌 트랜드’ 한화증권 리서치 리포트
· businesscn(2009), '중국주류시장, 멈추지 않는 성장세‘
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