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Soju is a demandable product which makes very competitive in the market. However the fact that Jinro has been one of the leading company in Korea in Soju industry has made us very curious in what and how they could have achieved such a success.

목차

History
Why?
What?
Mission and Vision
Situation analysis
Customer Environment
External Environment
‘Chuemchurum’ by Lee Hyo-Ri
Competition Map
PESTLE Analysis
PLC
Distribution and Supply Chain
SWOT
Marketing Objectives
Target Market
4PMarketing implementation / Conclusion

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History

Since it`s launch in 1924, Jinro Soju has changed the drinking culture of Asia and has grown to become the world`s best selling spirit. Jinro`s success can be attributed to it`s passion for crafting a spirit from Korea`s 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 five continents.

Why?
Soju is a demandable product which makes very competitive in the market. However the fact that Jinro has been one of the leading company in Korea in Soju industry has made us very curious in what and how they could have achieved such a success.

In personal respective, I find it rather bitter drinking Soju and not only that it is very unhealthy, but people tend to drink it a lot. We were wondering if the marketing has got anything to do with the reasons.

참고 자료

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