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For a long time ‘Dongsuh’ Foods and Nestle have been kept their monopoly on coffee mix market. Recently, ‘Namyang’ advance into the coffee mix market implies that the large food companies enter into coffee market. it takes a food industry official`s eye. We will analyze diversification of Namyang in coffee mix market, based on the strategic option selecting process such as internal (VRIO framework )& external analysis(michael porter’s 5 forces model). We will know whether the Namyang’s diversification strategy is reasonable or not and predict future value of coffee mix market. Executive summaryCONTENTSIndustryFood (processed milk product )Founded1964FoundersDoo-young, HongKey peopleWoong kim (chair man & CEO)Won-sick, Hong (Major share holder)Net income13,507,030 thousand won <2011.3>Total asset948,491,857 thousand won <2011.3>Employees2785 people
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