남양커피,남양커피마케팅,남양커피분석,남양커피전략,동서식품,맥심커피,프렌치카페,산타페,남양프렌치카페,커피시장,커피시장마케팅,커피시장분석,남양커피영문판,영문마케팅,영어마케팅 레포트

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남양커피,남양커피마케팅,남양커피분석,남양커피전략,동서식품,맥심커피,프렌치카페,산타페,남양프렌치카페,커피시장,커피시장마케팅,커피시장분석,남양커피영문판,영문마케팅,영어마케팅

남양커피,남양커피마케팅,남양커피분석,남양커피전략,동서식품,맥심커피,프렌치카페,산타페,남양프렌치카페,커피시장,커피시장마케팅,커피시장분석,남양커피영문판,영문마케팅,영어마케팅

For a long time ‘Dongsuh’ Foods and Nestle have been kept
their monopoly on coffee mix market.

Recently, ‘Namyang’ advance into the coffee mix market
implies that The large food companies enter into coffee
market. it take a food industry official`s eye.

We analyze a coffee mix market strategy of Namyang, based
on the strategic option selecting process such as internal &
external analysis, VRIO framework. etc. then, we will
analyze/predict a chances of success of coffee mix market
access strategy of Namyang.

Executive summary
CONTETNS
C a s e
Industry
Food (processed milk product )
Founded
1964
Founders
Doo-young, Hong
Key people
Woong kim (chair man & CEO)
Won-sick, Hong (Major share holder)
Net income
13,507,030 thousand won `2011.3`
Total asset
948,491,857 thousand won `2011.3`
Employees
2785 people `2010.12`
Namyang’s main items
- Dry milk, Milk, Yogurt, cheese, Beverage & Tea, Soybeen milk

- Apply a powdered milk manufacturing technology
Namyang make a apply the new skill that put nitrogen in stick Packing for intercept the oxgen contact within a country first. It raises coffee bean`s perfume and nature materials conservation.
Namyang’s strength `in coffee mix market`
- Coffee cream for milk taste
Instead of Sodium Caseinate, composition addition, used in coffee cream for milk taste, and put the non-fat milk that was got the top-class original milk.
- Experience of can coffee
Temptation of devil : French Cafe was ranked first in market share.
In coffee market which is about 1.13-trillion-won scale,
Coffee mix market
Coffee mix market accounts for almost the whole 9800 billion

Recently, Dongsuh Foods occupies more than 70% and Nestle nearly takes up 20%.

- Be attractive- the market is large, continually growing.

- Target a niche market- there are monopoly and oligopolistic,
but values in that fixed brand over the past decades .

High profit- in case of foods, operating profit is less than 5%, while mix coffee is over 10%.

Namyang clarified “Recently, domestic dairy product market
were tied up from decrease of birthrate, we decided not
stick to milk processing and enter coffee market.”
Entry background

- Product Diversification

The strong rival maxim has several type of coffee mix with division of product lines. For example, maxim coffee mix’s are subdivided into latte line, premium line, Decafe line, Half-calorie line and each line is also assorted by flavor such as mocha, caramel, vanilla.
In the case of Namyang, they have just two type of coffee mix which is ‘French coffee mix’, ‘French coffee mix arabica gold label’ and it seems too simple to meet customer’s various requirement.
If Namyang wants to expand their market share, they should satisfy diverse customer’s taste through product diversification.

- Human Resource Organization

We can guess the competition in the coffee market will be intensified d


자료출처 : http://www.ALLReport.co.kr/search/detail.asp?pk=11073003&sid=qjfRnf777&key=



[문서정보]

문서분량 : 32 Page
파일종류 : PPT 파일
자료제목 :
파일이름 : 남양커피,남양커피마케팅,남양커피분석,남양커피전략,동서식품,맥심커피,프렌치카페,산타페,남양프렌치카페,커피시장,커피시장마케팅,커피시장분석,남양커피영문판,영문마케팅,영어마케팅.ppt
키워드 : 남양커피,남양커피마케팅,남양커피전략,동서식품,맥심커피,프렌치카페,산타페,남양프렌치카페,커피시장,커피시장마케팅



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