University of finance – marketing faculty of marketing international marketing final exam assignment
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Threats Korea is a potential market for coffee exports Because in the same Asian region, it will be easier to understand consumer culture Coffee is a popular drink Close geographical distance saves transportation and operating costs There are many free trade agreements between the two countries The rate of Internet users is high, reaching 96%, Naver and Daum are the 2 main search engines Coffee import tax into Korea is quite low and not subject to excise tax Korea is not strong in growing coffee and Vietnam is a big coffee exporter in the world The trend of coffee drinking changes in line with the characteristics of coffee products “Sáng tạo” People have a high national spirit, giving priority to using domestic products Importers and consumers do not know much about coffee of Vietnamese origin Consumers tend to drink cheap instant coffees Fierce competition from big brands occupying a large share of the Korean coffee market Risk of hard-to-reach products because of too many coffee brands in Korea 13 Building a strong brand in Asia's top 4 economic countries, as a springboard to develop more international markets. Became the most popular product in Korea Target Market Description 5.1 Segmentation Demographic Segmentation: Age: People who often drink coffee are in the age group of 20 to 40, of which the age group of 20 to 25 are mainly students and the age of 26 to 40 are those who have worked. According to the results of a survey mainly aimed at students at George Mason University Korea, the percentage of students who drink coffee for energy is 67.2%. Income: Most of the students are still financially dependent on their families, a few have personal income from part-time jobs. Working people have a good and stable income, the average salary is 3.152.000 won/month (2020) Gender: The main consumers of Korean coffee culture are men between the ages of 20 and 40 because they are drawn to the strong taste of coffee. tải về 1.47 Mb. Chia sẻ với bạn bè của bạn:
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