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_SLIDE_1_
_SLIDE_2_
OVERVIEW
Situation Analysis
Coffee Industry
Competitor Analysis
Company Analysis
2. Strategic Direction
Problem Statement
Strategy Determination
Expected Effect
3. Customer Analysis
Trend Analysis
Segmentation
Targeting & Positioning
Concept
4. Product & Communication
Strategy Overview
Product Strategy
Communication Strategy
_SLIDE_3_
EXECUTIVE SUMMARY
Overview
Subject : ¸Æ½ºÀ£ÇϿ콺 Revitalization Àü·«
Objective : »õ·Î¿î Á¦Ç° Ãâ½Ã ¹× Á¦Ç° À籸¼ºÀ» ÅëÇÑ ÀÚ»çÀÇ ºê·£µå À̹ÌÁö Á¦°í ¹× Á¡À¯À² »ó½Â
Situation Analysis
Market : RTD Ä¿ÇÇ ½ÃÀåÀ» ÁÖµµÇÏ´Â NBÄ¿ÇÇ´Â ¼ÒºñÀÚ Æ®·»µå¿¡ ºÎÇÕÇÏ´Â ´Ù¾çÇÑ ÄÁ¼ÁÀÇ Á¦Ç° Ãâ½Ã¸¦ ÅëÇØ ¼ºÀåÇÏ´Â °¡¿î
µ¥ ÀÏÀÚÇü ĵ Ä¿ÇÇ´Â Á¤Ã¼
Competitor : ·¹¾²ºñ°¡ 20´ë ÃʹÝÀ» Ÿ°ÙÀ¸·Î ÇÑ IMC Àü·«À¸·Î 50% ÀÌ»óÀÇ µ¶º¸ÀûÀÎ Á¡À¯À²À» º¸ÀÌ´Â °¡¿îµ¥ Á¶Áö¾Æ°¡
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ID : jung******
Regist : 2013-04-28
Update : 2013-04-28
FileNo : 11067433

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