Marketing Plan for exporting to South Korea

목차

1. Executive Summary

2. Company Details

3. Mission and vision statement

4. Research Objective and Goals

5. Methodology of Research

6. Our Supplier

7. Our Product
7.1 Recipe and Ingredients
7.2 Nutrition Facts Label
7.3 Canadian home style baking
7.4 Convenience of Product

8. Country Analysis (South Korea)
8.1 Geography
8.2 Demographics
8.2.1 Population/Gender
8.2.2 Education
8.2.3 Income level
8.3 Physiographic
8.3.1 Business Culture
8.3.2 Culture
8.3.3 Language
8.3.4 Religion and Holidays
8.3.5 Needs, Trend and Preference
8.4 Economy
8.4.1 GDP
8.4.2 Employment
8.4.3 Inflation rate
8.4.4 Banking
8.4.5 Foreign Direct Investment (FDI)
8.4.6 Currency

9. Political Analysis
9.1 Government Trade Legislation
9.2 Tariff and Tax Systems
9.3 Free Trade Agreement between South Korea and Canada

10. Legal Analysis
10.1 Dispute settlement mechanism
10.2 WTO cases
10.3 Intellectual Property right (IP Rights)

11. Infrastructure
11.1 Ports
11.2 Airports
11.3 Rail
11.4 Road
11.5 Our Transportation

12. Market Entry
12.1 Target market
12.2 Our Market Entry Procedures
12.3 Our strategy to enter South Korea Market
12.3.1 Pushing Canadian Home Style
12.3.2 Adjusting to South Korean Women’s trend
12.3.3 Choosing the Right Place

13. Competitors
13.1 Market O / Real Brownie
13.2 Lotte
13.3 Crown Confectionery
13.4 Orion Confectionery
13.5 Target Market Strengths

14. Marketing Mix
14.1 Product
14.1.1 Calories
14.1.2 Packaging and Labelling
14.2 Pricing
14.2.1 Strategy
14.2.2 Pricing Scheme
14.3 Place
14.3.1 Distributor
14.3.2 Retailers
14.4 Promotion
14.4.1 Cyworld
14.4.2 Trade show
14.4.3 Promotional Event

15. Logistics and Operations
15.1 Supply Chain
15.2 Fresh Quality
15.3 Support service
15.4 Order processing system

16. Risk Analysis
16.1 Commercial Risk
16.2 Political Risk
16.3 Economical Risk
16.4 Foreign Exchange Risk

17. Conclusion and Action Plan
17.1 Conclusion
17.2 Action Plan

Appendix
Appendix 1: South Korean Foreign Direct Investment (Net Inflows)
Appendix 2: Port of Pusan
Appendix 3: Cost of Entering South Korean Market
Appendix 4: Details of T International Food Industry Exhibition Seoul 2011
Appendix 5: Order Processing System
Appendix 6: Schedule for Action Plan
Biography

본문내용

1. Executive Summary
EG Corporation exports Canadian confectioneries to many countries around the world. We currently have operations in the United States, Mexico, the United Kingdom and Japan. Our mission is to provide our products to the world. For our next step into the Asian market, we will begin sales of homestyle two-bite brownies in South Korea which is in close proximity to Japan where we have established our business and achieved strong sales figures and continue to establish our position as a leader in the confectionery industry.
Our main product, homestyle two-bite brownies are a Canadian home style baking products which should prove attractive to South Korean people who tend to show an interest in North American culture.
We conducted primary research by interviews and surveys and secondary research by newspaper and databank searches so as to collect both quantitative and qualitative data.
We will have strong competitors such as Lotte, Crown Confectionery and Orion Confectionery which cover 75.9 percent of the confectionery industry in South Korea. We will use a skimming strategy for pricing which is the pricing strategy to use a higher price for the new product to the market. We have competitors, but we plan to build upon our strength as the only true North American style brownie in the market.
The risk analysis revealed the present situation of South Korea.

<중 략>

Lotte Co., Ltd. is one of the biggest confectionary companies in South Korea and Japan. Lotte was established in Japan 1948 and entered Korean market in 1967. In South Korea, Lotte group is the biggest candy manufacturer which has 56,369 employees and its revenue is 41 trillion Korean Won which is about over 36 billion U.S. in 2008. One of the most popular snacks of Lotte is Chic-Choc cookie, chocolate chip cookies. One pack of Chic-choc cookie is 2,000 Korean Won, about 1.78 U.S. Dollars for 1 pack/90g.
13.3 Crown Confectionery
Crown Confectionary is one of the big confectionery companies in South Korea. Crown was established in 1968. The revenue of Crown Confectionery is 779.8 million US Dollars in the financial year ended December 2009; an increase of 4.6% from 2008.One of the Crown Confectionery‟s popular confectioneries is Sando which is cream filled cookie sand with. The price for Crown sando is 4,000 Korean Won, about 3.55 U.S. dollars for 1 pack/16ea.
13.4 Orion Confectionery
Orion Confectionary is one of the big confectionery companies in South Korea. Orion was established in 1956. The revenue of Orion Confectionery is 1.2 billion in US Dollars in the financial year ended December 2009, an increase of 47.1% from 2008. Choco-Pie is Orion Confectionary‟s most popular products. The price for Choco-Pie is 4,800 Korean Won, about 4.26 U.S. dollars for 1 pack/630g (16ea).

참고자료

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