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½Å¶ó¸é Black.
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Nongshim (Company introduction)
Market Analysis
SWOT Analysis
STP Strategy
4P Strategy
Problems (Failure Factors)
²¿²¿¸é (Successful Competitor)
Contents
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1.Nongshim
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Company Philosophy
Nongshim
Contribute to public welfare through better products and services
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Vision 2015
Nongshim
Global food company pursuing health and happiness with customers
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History
Nongshim
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2. Market Analysis
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Market Size
Market Analysis
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Market Share
Market Analysis
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3. SWOT
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SWOT
Strengths
brand naming & design of packaging
to automate its manufacturing facilities.
3. high image & preference
4. passing on old tradition know-how
Weaknesses
1. high price policy
2. rising production cost
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SWOT
Opportunities
1. preference of health food
2. business fluctuation in inelastic market
Threats
1. various rival company
2. increasing alte¡¦(»ý·«)
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Company¡¯s survey
¡æ What is the reason for reduce in ¶ó¸é sales
Well being (nutrition)
Well-being becomes one of trend in ¶ó¸é market.
Product
Nourishing food
4P
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Cow bones
Ideal nutrition balance
Bigger vegetable
½Å¶ó¸é BLACK ¡®s concept
Product
4P
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Price
4P
The price is absurdly high without reason.
Also deceptive advertising about health food.
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Place
Discount store
(ÇÒÀÎÁ¡)
Super market
(½´ÆÛ¸¶ÄÏ)
Convenience store
(ÆíÀÇÁ¡)
4P
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Promotion
Catch Phrase of the Advertising:
¡°health¡±
Emphasizing ½Å¶ó¸é Black is
healthy and premium products.
4P
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Noise marketing
unit price1400~1600won ¢¡ 2.3 times higher than ¶ó¸é
½Å¶ó¸é black = ¼³··ÅÁ
Arouse customer¡¯s curiosity
Ads on newspaper
Starting 15 days before ½Å¶ó¸é Black¡¯s promotion
viral marketingMore contact with customers
Promotion
4P
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Problems
(Failure Factors)
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BUT,
Not easy to change