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A.The
Characteristics of Organizational Restructuring
at HITE |
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Management Innovation
Office was set up under Business Planning
Department
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- The new Office launched HITE-2000 campaign
across the organization pushing for mind-set
change and redefinition of management principle |
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Corporate Targets Newly Established
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Brewing
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To become No. 1 in the Korean beer market
by active market expansion efforts (Korea's
representative beer)
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To grow and develop HITE as a global brand
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To become a world class brewery by 2000
To become a large corporation
that encompasses construction, beverage, communications,
distribution, leisure, service, and packaging
business
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B.An
aggressive marketing organization at the Sales
Department |
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Reengineering of New Product Development |
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Before the establishment of a marketing organization,
the sales department just managed advertisement
and sold with a sales target once the plant
finished product development. However, with
the new organization, the sales department
got involved in the early stage of product
development. They first assessed the needs
of the consumers through market survey and
then send requests to the plant. In other
words, it was a remarkable shift from production-oriented
to customer-oriented product development.
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Strategic Mind-Set from
the Distribution Bureau Level
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To properly assess each local market and develop
localized marketing strategy, Marketing Team
was set up at each distribution bureau.
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Launching of Market Development
Team to Strengthen Weak Distribution Channel
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To reduce clogging in the distribution channel
caused by the competitor's unfair use of power
as market leader, we created an even more
aggressive marketing force by adopting new
ideas such as R/S (Route Sales) and M/L (Marketing
Lady: to develop good relationship with client
stores)
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Marketing Ever Close
to the Customers
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We divided the nation into four areas (Seoul,
Gyunggi-Kangwon, Choongchung-Honam, Youngnam)
and relocated our senior managers in each
area so that they were close to their customers,
to the distribution bureau managers while
creating internal competition among the four
marketing areas |
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Public Relations Department Newly Set-UP |
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By having a public relations organization,
we were able to actively manage relations
with the media and the corporate image, and
started to publish corporate journal
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Organizational Restructuring
