목차
1.
Introduction
1)History
2)why
3)What
4)Mission&Vision
2.
Theory, Literature review
- 4Ps, Marketing, SWOT
3. Discussion about
marketing plan
1) Situation analysis
a. Internal Environment
-
Resources
- Organization structure
- Organization culture
b. Customer
environment
- analysis of market
c. External Environment
- conpetition
map
- PESTLE
- PLC
2) SWOT analysis
3) Marketing objectives
4)
Marketing strategy
a. Target market
b. Product / Price / Promotion /
Place
5) Implementation & Control
4. Conclusion
5. References
6.
Appendix
본문
Mission and Vision
Mission :
The global
industry Jinro is putting aggressive strategy on worlds market and making itself
not only in local market but being the best alcohol beverage maker through out
the world.
Vision :
Jinro is currently exporting its product to
50 other countries including USA, Europe and Asia, and their aim is to expand
more on their distribution. Not only focusing more on Japan which is the current
main export area but putting more efforts to China hoping to make Jinros 30% of
total sales on exporting. In order to strength the basis on China, Jinro has
made 10 new distribution areas including Jilin, Tianjin, Yunnan, and so
on.
With new events and marketing activities, Jinro will keep up with the
consumers trends in local and with continuous studies, they will keep the best
quality. Various beverage like MAE HWA SOO, will increase satisfaction on
consumers and Jinro will be loved as Peoples industry.
In order to
collect and reflect the consumers suggestion, Jinro is making various researches
through on-line and off-line which will give an idea of current trends. Jinros
customer oriented marketing strategy will improve customer satisfaction.
Theory and Literature review
1. Situation analysis
Situation
analysis is the planning process beginning with an in-depth analysis of the
organizations internal and external environments and customer environment. This
analysis focuses on the firms resources, strengths, and capabilities vis-a-vis
competitive, customer and environmental issues, which establishes the firms
strategy and several functional plans.
a. Internal
environment
Internal environment considers the firms current marketing
objectives and performance issues such as the availability and deployment of
human resources, the age and capacity of equipment or technology, the
availability of financial resources, and the power and political struggles
within the firms structure.
b. Customer environment
Customer
environment examines the current situation with respect to the needs of the
target market, anticipated changes in these needs, and how well the firms
products presently meet these needs.
c. External environment
External
environment includes relevant external factors - competitive, economic,
sociocultural, political/legal, and technological - that can exert considerable
direct and indirect pressures on the firms marketing
activities.
본문내용
and has grown to become the worlds best
selling spirit. Jinros success can be attributed to its passion for crafting a
spirit from Koreas finest natural resources: choice grains and spring water.
Jinro Soju is a reflection of that dedication to purity and the experience of
nearly a century of spirit making artistry. Jinro Soju is enjoyed for its
smooth, clean flavor in over 60 countries on
fi
참고문헌
http://www.jinro.com/index.asp : Main homepage of
Jinro
http://www.chamisulfresh.com/default.asp : Main homepage of
Chameseol
http://www.jinroj.com/ : Main homepage of J
http://www.nl.go.kr/
: Homepage of National library
http://www.nts.go.kr/ : Homepage of National
Tax Service
http://www.soju.co.kr/ : Homepage of Lotte
Cheumchrum
http://www.keri.org/jsp/kor/index.jsp: Korean Economy Research
Industry
http://www.soju.co.kr/notice/archive_list.asp :Main homepage of
Chum-eum-chu-rum
Newspaper reference:
1. Dong-ah Daily Paper -
2008. 11. 16
2. Money Today Daily Paper - 2008. 8. 25
3. Money Today Daily
Paper - 2008. 9. 24
4. Jong-ang Daily Paper - 2008. 11. 13
5. Hankuk
Keung-jei Daily Paper - 2008 . 10 .16 - www.kbizweek.com
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