국순당 국내 및 해외 시장 마케팅 전략 및 사례

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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.

참고 자료

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‘