국순당 막걸리에 관해서 여러 Marketing 기법을 사용해 분석한 자료입니다.
막걸리 시장에 관해서 조사하거나, 국순당 기업에 대해 조사할 경우
큰 도움이 될 것입니다. A+받은 자료입니다
가격이 쌘 편이지만, 그 정도로 좋은 질을 확신합니다.
Ⅱ. INTRODUCTION OF THE KookSoonDang BACKGROUND
Ⅲ. ENVIRONMENTAL ANALYSIS
Ⅳ. MARKETING PROBLEMS OF THE KookSoonDang
Ⅹ. MARKETING GOAL
Ⅵ. SEGMENTATION OF MARKET & TARGET MARKET SELECTION
Ⅶ. PRODUCT POSITIONING
Ⅷ. MARKETING MIX
Makgeolli is one of the representative traditional liquors of Korea ,but it has been ignored because people has preferred the other alcohol. However, interests of Makgeolli is getting higher now because of many factors, but still it needs more interests of people. Therefore, we decided to suggest some marketing plans for Makgeolli of KookSoonDang.
The first thing we need to know before suggesting specific plans is the situations of Makgeolli. For that we analyze macro and micro environmental factors. Briefly the macro-environmental analysis is divided into two categories. The first one is economy, and the second one is cultural factors which are well-being trend and Korean-wave. Micro-environmental analysis is divided into two categories competitors and consumers. Based on these factors we build up SWOT analysis.
The second thing we prepared for Makgeolli is to select target market and to pose the Makgeolli that we are going to show for target market. We focus on 20`s~30`s female people because some statistical data shows they have become the mainstream in the alcohol market, so we decided to make Makgeolli that has some certain attributes for women.
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