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 Factors
Behind HITE's Successful Market Entry |
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 Niche market targeting
through strategic positioning
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 HITE created
new features and new values, providing wider choices to
consumers
Clear and differentiating
product concept |
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Strong commitment
from the top management, and aggressive marketing and
sales strategies
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- CEO Park
Moon-duk's decision on bold investment in facilities for
better product development and consistent full support
for marketing and sales expenditure
-
Marketing & Sales Department Manager (President Kim
Myung-hun) built and implemented proactive and aggressive
strategies based on scientific market analysis |
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Clear definition
of target market and concentration of efforts at the early
stage of themarket entry
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Seoul Metropolitan
area was targeted first
- Home-use beer market was targeted first |
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Wider customer
satisfaction through product differentiation at the early
stage
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Image differentiation
Package differentiation |
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Promotion activities
that emphasized the core competencies of HITE
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- Aggressive
and impressive ads with impact
- Diverse and
original promotion activities |
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An
all-out efforts across the company
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- Aggregated
efforts and close cooperation among all members of the
organization
- Full support and quick decision making from
the top management |
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