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본 보고서는 신규 제과기업이 기존 제과시장을 침투가능한 마케팅 전략에 대해 분석이 진행되고 있습니다. 이 보고서에는 마케팅 전략의 전과정이 언급되고 있습니다.목차
1. Case Introduction2. Establishing Strategies
3. Recommendation
본문내용
1. Case Introduction1.1 Summary
There is one company which was created by a merger between a manufacturer and its distributor in the confectionary industry. To get good results, which means profit and sales in near future, this company urgently needs a new marketing strategy. At first, we should check factors that the new company has; namely, characteristics, strengths, business type, etc. Those are as follows. Firstly, this company is in the cookie industry. Secondly, two companies have their own strong points: product and customer. One has a great knowledge about their products. The other has a lot of information about customer. These are very significant in aspect of doing business. The point of this report is to find the best way to make synergy maximize with utilizing the strengths of the two companies. To achieve this goal, it is crucial that we follow the general way of creating marketing strategies. There are three steps. First step is analyzing environment which may be related to the industry. Second step is to do work regarding STP – Segmentation, Targeting and Positioning – and 4P – Price, Product, Place and Promotion. The third step is finding the direction according to the former steps. Lastly, contents and examples in this report should be oriented from the confectionary industry of South Korea, not any other country, due to the background that I have.
1.2 Candy and Snack Industry in South Korea
A. Market Size
There are 4 major companies that handle candy and snack as business in South Korea: Lotte Confectionary, Orion, Haetae Confectionary, Crown Confectionary. It is true that the market size in the cookie industry is around ￡2.2bn according to the article that was published in the Maeil Business Newspaper, which is South Korea’s number1 business newspaper, in 2008. In the case of Korea, these 4 manufactures mentioned above are account for approximately 73% of the market until now. Details are:
［The Market Share of Majors in 2008］
(Source: The trend of confectionary industry, http://news.mk.co.kr/english/, 28 October 2011)
B. Characteristic of Confectionary Industry in South Korea
Three features of the confectionary industry exist in South Korea: one is general item and the others are unique items. At first, consumer industry is one of the characteristics mentioned before. In other words, the confectionary market is not influenced by economics situation because that is directly related to living, particularly eating. This is the same as what other countries in the world do. Second, the candy manufacturers are so sensitive to the change of the exchange rates due to the price of law materials. In the
참고 자료
ReferencePhilip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen, 2009. Marketing Management. Edinburgh: Pearson Education
Public announcements of financial materials of Lotte Confectionary Co., Ltd, Orion Confectionary Co., Ltd
Crown Confectionary Co., Ltd and Haetae Confectionary Co., Ltd, 2011. http://dart.fss.or.kr
The marketing strategy of Starbucks, 2009. http://www.slideshare.net
The analysis STP and Marketing Mix Strategy, 2001. h t t p : / / h u n e t . c o . k r
4P Strategy and the strategy of Samsung Electronics mobile phone in China, 2008. http://cp-rainmaker.springnote.com/pages
