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MARKETING STRATEGY
`Hot 6ix YOUNG`
The New Product Launching Strategy
Index
�뀪 Executive Summary
�뀫 Situational Analysis
A. Internal Analysis
B. Customer Analysis
C. External Analysis
�뀬 SWOT Analysis
�뀭 Marketing Goals, Objectives and Strategies
�뀮 Implementation Plan
�뀯 Financial Information/Plan
�뀰 Conclusion
�뀱 Appendix
�뀲 Reference
�뀪 Executive Summary
A. Synopsis
This report is contributing to set the profit increasing marketing strategies for Lotte Chilsung Beverage Corporation, which is one of the largest beverage companies in Asia. With more than 40 years of know-how based business management skills, the company has quickly attained majority of the market share and thus, is now one of the top leading firm in the energy drink market of Korea. However, due to the recent rising concerns over health issues and the revision of `Dietary life safety law for children`, which now prohibits beverage firms from selling highly caffeinated dr���(�깮�왂)
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nd implementing creative marketing strategies introduced in the paper; Lotte Chilsung will surely secure its no. 1 position in the energy market and would be able to make revenue of .140 billion won in 2xxx.
�뀫 Situational Analysis
A. Internal Analysis
1) Company Introduction
Lotte Chilsung Beverage Company has been constantly developing and launching the highest quality beverage products, Since its establishment and successful launch of Chilsung Cider in 1950 and the entry into the Chinese market in 2005, the firm is currently formulating a long-term marketing plan and market share expansion tactics to cement their position as a leading beverage label in the Asian markets.
While continuously producing long-time favorite beverage products, Lotte Chilsung is also developing functional products to expand the mineral water, tea, coffee, and high-end liquor market. The energy drink, Hot 6ix product was initially created in march, 2012. In the recent years, energy drinks, or beverage
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