Business Analysis and Marketing Strategies for Meat Processing Industry
2009
Kim, K.R. (Kangwon National University, Chuncheon, Republic of Korea), E-mail: [email protected] | Choi, Y.S. (ForAg Consulting, Co., Ltd, Seoul, Republic of Korea), E-mail: [email protected] | Hong, S.H. (ForAg Consulting, Co., Ltd, Seoul, Republic of Korea), E-mail: [email protected]
The study attempts to verify economic status and problems of domestic meat processing producers through analyzing their business to suggest solutions to those problems and to provide effective marketing strategies to them for the expansion of meat processing market through consumer choice attribute and customer segmentation analysis. The results from business analysis for meat processing producers gives that they are inferior to other food producers and need to find ways to promote value-added of their products. In order to analyze consumption side of meat processing industry, we analyze consumer's choice attributes to derive marketing strategies for meat processing products. Its results show that regular meat processing product market can be segmented into three sub-markets(market emphasizing on convenience, safety and tastes/nutrition) but frozen meat processing product market can be segmented into six sub-markets (market emphasizing on convenience, low price, nutrition, easiness to cook, safety and multiple attributes).
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