[식품산업 마케팅] 임실 피자 마케팅 계획(영문)

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2009.08.18 / 2019.12.24
34페이지 / doc (MS워드 2003이하)
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목차: Ⅰ. Executive Summary
Ⅱ. Situation Analysis
1. The Internal Environment
1) Marketing goals and objectives
2) Current marketing strategy and performance.
3) Current & Anticipated organizational resources
4) Current & Anticipated cultural and structural issue
2. The Customer Environment
1)Who are the firm's current and potential customers?
2)What do customers do with the firm's products?
3)When do customers purchase the firm's product?
4)Why and how do customers select the firm's products?
5)Why do potential customers not purchase the product?
3. The External Environment
1) Competitive pressures
2) Economic growth & stability
3) Political Trends
4) Legal and Regulatory Issues
5) Technological Advancements
6) Sociocultural Trends
Ⅲ. SWOT Analysis
1.Developing Competitive Advantages
2.Developing a strategic focus
Ⅳ. Marketing Goals and Objectives
1. Goal
2. Objective
Ⅴ. Marketing strategies
1.Primary target market
2.Product Strategy
3.Pricing strategy
4.Distribution strategy
5.Integrated Marketing Strategy
Ⅵ. Financial Analysis
1. The Balance Sheet
2. The Income Statement
3. The Cash Flow Statement
4. Financial Indicators
1)Current ratio = current assets / current liabilities
2) Debt ratio = total debt or liabilities / total assets
3) Rate of return on equity = net income / total equity or net worth
4) Total asset turnover ratio = total revenue / total assets
5)Debt burden ratio = total debt outstanding / net income
References

본문내용: Ⅰ. Executive Summary

Do you know how many kinds of pizza store in Korea? According to the recent research, the

number of pizza stores that have chain store are over 50. To live among many stores, owners

make a effort to advertise their pizza to consumer. Because their effort, some pizza stores are very

famous and familiar to consumer. However, as owners don't invest their money in advertisement,

some pizza stores can't be famous as ever in despite of good quality and taste. We want to open a

new strategy of marketing, so we choose “Imsil Cheese Pizza”. Imsil Cheese Pizza doesn't have

enough fame in comparison with its quality and taste.

Ⅱ. Situation Analysis

1. The Internal Environment

1) Marketing goals and objectives

Recently most of fast food companies have a close game because of price competition and policy

for discount , health problem. The other side, pizza that was representative fast food with

hamburger on only a few years ago, has developed various premium menu, so pizza industry can

break from depression by well-being trend.

As Korean Pizza Company, Imsil Cheese Pizza doesn’t have to pay royalty to foreign head

company. Therefore this company seeks rationalization of pizza price so that consumers can enjoy
various and delicious pizza without burden. An ultimate goal of Imsil Cheese Pizza is to increase

market share to 10 percent and make sales of growth. And Imsil Cheese Pizza is planning to extend

their market power to China, Southeast Asia as well as Korea pizza market.

2) Current marketing strategy and performance.

Foreign pizza company takes over 50% of market share in Korea. Imsil Cheese Pizza is Korea

branded company which producing rice dough pizza. Imsil Cheese Pizza improving their quality

by using domestic produced rice, sweet potato or potato unlike other brands make pizza using

Chinese material.

Imsil Cheese Pizza has developed new products with unparalleled quality and taste.

They always use 100% domestic produced cheese and rice dough. Also their pizza is made from

the best fresh material and clearness material. Product differentiation like this can create an image

of healthy pizza.

However, Consumers are confused that which Imsil Cheese Pizza is the original because of some

pizza stores have similar name for example Ji Jung Hwan Imsil Cheese Pizza or Misarang Imsil

Cheese Pizza. Market survey shows that name recognition of Imsil Cheese Pizza is low and they

are not attracting new customers comparing their product’s quality. That’s why an advertisement

and to get consumer awareness is important.

참고문헌: - http://www.imsilpizza.com/
- http://www.dominos.co.kr/
- http://www.pizzahut.co.kr/
- http://www.mrpizza.co.kr/
- The Ministry of Health and Welfare: http://www.mw.go.kr/
- http://efn.edaily.co.kr/Brandnews/newsTotalRead.asp?sub_cd=DJ&newsid=01128326586470584
- http://imnews.imbc.com/replay/nwdesk/article/2183590_2687.html
- http://kr.blog.yahoo.com/selinkang/15

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