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| IME 20021078 곽재혁 | IME 20041151 임주형 | IME 20051164 편정희 | IME 20051256 노지훈 |

IMEN 381 Management Information Systems. 農心. | IME 20021078 곽재혁 | IME 20041151 임주형 | IME 20051164 편정희 | IME 20051256 노지훈 |. Contents. Company Situation. High Growth Rate. After launching @ China Dramatic Sales Increasing. Market Leader. Local Production.

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| IME 20021078 곽재혁 | IME 20041151 임주형 | IME 20051164 편정희 | IME 20051256 노지훈 |

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  1. IMEN 381 Management Information Systems 農心 | IME 20021078 곽재혁 | IME 20041151 임주형 | IME 20051164 편정희 | IME 20051256 노지훈 |

  2. Contents

  3. Company Situation High Growth Rate After launching @ China Dramatic Sales Increasing Market Leader Local Production Market Share : more than 70%

  4. Ramyon Market Situation Ramyon Industry’s Growth Rate is Decreasing!!! Because of Decreasing Ramyon Needs Matured Industry Substitutes like Fast Foods Low Margin  NONGSHIM FOUND THE SOLUTION IN GLOCALIZATION.

  5. Glocalization • Glocalization means, A Management strategy for multinational corporation to maximize synergy effect through localization and globalization simultaneously. • Globalization: integration and interdependence in the economic, social, technological, cultural, political, and ecological spheres • Localization: means of adapting products such as publications, hardware or software for non-native environments, especially other nations and cultures Globalization + localization= Glocalization Zygmunt Bauman (1925~)

  6. Procedure of Glocalization Market Analysis Customer Segmentation Research & Development Procure Distribution Channels Specific Marketing

  7. Market Situation of CHINA • Pricing : 2.8 wian (avg. 1~2 wian) • One Chinese consumes 14 EA annually. • (cf. Korean – 82 EA / person) • Market Growth Rate : 27% / yr • (cf. World – 11% / yr) Rapid Growth of Sales Based on

  8. 4P1E of NONGSHIM (1/2) • Promotion • Sin Ramyun Baduk Contest • sponsored by NONGSHIM since 1999. • Localized Advertisements • Product • Differentiation • Cup Ramyon  Boiling Ramyon • Focusing on Hot & Spicy taste • Price • Luxury Brand Policy • Targeting Middle Class • You are NOT a BRAVE MAN without HOT & SPICY. • (매운 걸 못 먹으면 사나이 대장부가 아니다.) Deng Xiaoping(1904~1997)

  9. 4P1E of NONGSHIM (2/2) • Place (Logistics Strategy) • Hub-and-Spoke Strategy • Credit Transaction  Cash Transaction • Entry Timing • They have established product line in Shanghai when large DCs(Distribution Centers) are broad. • Accurate Market Analysis • Emerging Market • Rising Middle Class

  10. Shanghai Tang Myun • Representative Localized Products • Name : Shanghai • Taste : Chinese DO NOT like spicy ramyun • Chicken Taste • Sea Food Taste

  11. Other Countries • Japan • Market Share : 90% (Foreign Company) • USA • Entered distribution store (Wal-Mart) • Hispanic • Focusing on Cup-Ramyon selling

  12. Conclusion • Nong Shim recovered successively second of 1990 Financial Crisis through launching foreign market. (Later, they hold 70% market power on Korea) • At that time, Nong Shim executed glocalization with nice procedure from market analysis, customer segmentation,R&BD to Procuring Distribution Channels, and Specific Marketing. • Until now, Nong Shim handled Chinese market as just big one, but from now they need to invest aggressively in R&BD in order to develop various localized tastes in China.

  13. Thank you! Q&A

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