임페리얼 IMPERIAL 마케팅 SWOT,STP,4P전략분석 (영문레포트)

Table of Contents Introduction Background Chronology Business Environment Analysis Internal Analysis External Analysis STP strategy Segmentation Targeting Positioning SWOT Strength Weakness Opportunity Threat 4Ps Product Price Place (distribution Promotion Evaluation Survey Interview I. Introduction A. Background Imperial is one of the most famous whiskies in Korea Since its first appearance into the domestic whisky market in 1994, Imperial has been constantly receiving love from its consumers for the past 18 years. It has pursued luxury brand and high price policy beyond the high quality. Imperial can be labeled as the leader or ambassador of Korean whisky. Imperial was originally produced by Jinro Ballentine Group, one of the biggest alcohol firms in Korea. Then in 2005, Pernod Ricard acquires Imperial from Jinro Ballentine and renames itself as Pernod Ricard Korea. This group is one of the most famous whisky corporation in the world, and in 2xxx, it was …
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