한국 식품가공업자의 마케팅전략

소개

국내 주요 식품가공업자들의 마케팅 전략을 분석한 자료입니다.

목차

Ⅰ. Introduction & Motivation
Ⅱ. Case studies
Ⅱ-1. BBQ
Ⅱ-2. Milkiss
Ⅱ-3. Tong-keun Chiken
Ⅱ-4. Bibigo
Ⅱ-5. Kokomen
Ⅲ. Special Fact & Conclusion
Ⅳ. Reference

본문내용

Table 1-1 Emerging values of food industry
15th March 2012, Free Trade Association (FTA) between Korean and United States activated. About 10 sectors among national industries is scheduled to open its market to the biggest ‘buyer & competitor’ on the globe, US. Most interesting and sparking point of the issue is that whether if the agriculture industry could hold its share in the Korean market or not. There are few discussions about this issue and some say that the FTA will ultimately lead to the ‘win-win’ between two nations, the other say that FTA will severely harm the national agriculture engagers by making them losing price & quality competitiveness.

<중 략>

Rather than a direct development from Paldo, Kokomen was made by KungKu Lee, and depending on sales to the developer agreed to pay royalties. It was difficult because of pricing. In addition, the new process line inputs of materials other than investments in traditional ramen initial investment was costly. Nevertheless, by setting the price of 1,000 won, not pursuing more high-margin price without consumer resistance were presented. Shinramyun Black was released around the same time. Formula priced cost 1,600 won to hold, increased the margin. As the price of consumer resistance, and soon disappeared from the market.
Success/Fail evaluation
Success of Kokomen
Paldo of the share of market of ramen always was fourth. However, with the production of Kokomen, for the first time, beating Ottogi climbed to three. Though now share of market fall, but Kokomen by effect of the marketing is excellent. Consumers to a new enthusiasm, but soon will decline and the tendency is to return to base. Now the tendency is maximized, the word of the fall of Kokomen has circulated. You know, this way, the marketing may be seen as a failure.

참고자료

· ‘Korean Economy Magazine’, 2012. 5. 16
· http://www.ckuniversity.com/contents/sub1_01.php
· http://genesisbbq-ap.com/index.html
· ‘eDaily’,2012. 5. 17.
· ‘The Korea Economic Daily’, 2011. 12. 16.
· http://www.cjfoodville.co.kr/
· http://bibigo.com/
· Prof. An, Lecture note of Food marketing, week 11_2
· http://www.ibibigo.co.kr/
· http://www.cstimes.com/news/articleView.html?idxno=70329
· 한국음식에 대한 인식과 서비스 품질의 차이: 방한외국인 관광객 비교문화연구, 이수진 외, 2011
· Lecture notes dealt in classes