마케팅 라면 시장의 마케팅 전략 분석-팔도, 삼양, 오뚜기, 농심 사례 (영문)

마케팅 라면 시장의 마케팅 전략 분석-팔도, 삼양, 오뚜기, 농심 사례 (영문)

[마케팅] 라면 시장의 마케팅 전략 분석-팔도, 삼양, 오뚜기, 농심 사례 (영문).hwp

목차 Introduction - 1) The outline of noodle market 2) Existing white noodle brand - Sarigomtang-men 3) The growth of white noodle market Main subject - The marketing strategy depending on the manufacturers 1) Paldo - Kokomen 2) Samyang - Nagasaki jjamppong 3) Ottogi - Gisu-men 4) Nongshim - Hooroorook Kalguksu Conclusion - Summary and suggestion 본문 = In 2011, the Korean noodle market size was approximately 2 trillion won that one person consumes about 84 noodles. As the popular tradition that noodle market grows when the economy is in a bad circumstance, the size of noodle market grew during 2008 through 2009. After some stagnation in 2010, the new demand is created by the advent of white noodle market in the latter half of the year 2011. Even though there was not much difference of quantity from 2007 to 2011, it is expected that the noodle market has potentiality of growth considering the inflation rate of increase in unit noodle cost. The noodle market as an oli-gopolistic market ○ Small scale companies has the majority of market share Nongshim Samyang Ottogi Paldo Total Market share 63% 15.6% 10.9% 10.5% 100% Table 2 - Noodle Market Share by Companies (April, 2012) = As shown in the chart above, four companies have the entire noodle market share. Especially, Nongshim has 63% of the total noodle market share. This emphasizes that Nongshim has the most considerable influence among the suppliers in the noodle market. Other three companies in low ranking get influenced by the strategies of Nongshim. Therefore, the market follows Stackelberg Model that the leading company s strategies affect the following companies. 참고문헌 라면시장 : 하얀 국물의 역습 The web page of Nongshim, Sam-yang, Ottogi and Paldo. AC Nilson - the marketing research company The globalization Strategy of Nongshim(2011) - Dong Kee Rhee 키워드 마케팅, 농심, 전략, 사례, 삼양, 팔도, 오뚜기, 농심, 라면시장