영문판 자료 델몬트마케팅전략,델몬트분석,DelMonte분석,DelMonte마케팅전략
[영문판]델몬트마케팅전략,델몬트분석,DelMonte분석,DelMonte마케팅전략
Contents
1. Introduction
2. CEO’s Lecture & Interview
3. 4Ps
4. SWOT analysis
5. Suggestions
1. About
Del monte
3. Del Monte’s
Policy
environpolitics
Quality control
Introduction
2. History of
Del monte
About Delmonte
Years
Contents
1889
First use of the Del monte name on food product
1920
Califonia Packing Corporation(CalPak) established stringent quality specifications for its premium brand, Del monte
1967
CalPak changes its name to Del monte corporation
1973
Del mo...Contents
1. Introduction
2. CEO’s Lecture & Interview
3. 4Ps
4. SWOT analysis
5. Suggestions
1. About
Del monte
3. Del Monte’s
Policy
environpolitics
Quality control
Introduction
2. History of
Del monte
About Delmonte
Years
Contents
1889
First use of the Del monte name on food product
1920
Califonia Packing Corporation(CalPak) established stringent quality specifications for its premium brand, Del monte
1967
CalPak changes its name to Del monte corporation
1973
Del monte corporation becomes first major food processor in USA
1989
Del monte corporation divides into two separate entities
Del monte Tropical Fruit
Del monte Foods
1993
A new owner of Del monte Tropical Fruit changes its name to
Fresh Del monte Produce
History of Delmonte
Delmonte’s policy
CEO’s Lecture & Interview
Plain taste
Too big
Difficult
to sell
New Brand Development
“The World’s Favorites,
World Class, Del Monte Classic”
Good Quality
Reasonable Price
Premium Size
Interviews with the Keun-ho Kang,
CEO of Delmonte Korea.
What is Delmont’s differentiation strategies to compete with several international firms producing fruits such as Dole, Sunkist, Zespri
Marketing strategies to enhance brand awareness.
Providing various and high quality fruits products.
Advanced transport system.
Domestic imported fruits(banana and orange) production is increasing. How do you think Delmonte will be affected by this situation
Domestic imported fruits production need a lot of money and is insufficient to meet the domestic demands.
Interviews with the Keun-ho Kang,
CEO of Delmonte Korea.
The market shares in East Asia has declined since 2002, What is the casue Delmonte predicted and analyzed
Banana production in the Philippines is decreasing
whereas banana production in Middle East is increasing.
Securement and cultivation of banana plantations was delayed temporally.
4P Strategy
PRODUCT
PROMOTION
PLACE
PRICE
What is the 4Ps
Product
Price
Price
Quality
Price
Place
Promotion
SWOT
_Strength
Introduction of environment-friendly agriculture
Friendly philosophy
- Free facilities management for working families
SWOT
Short shelf-life, Effected by climate change
Low customer involvement
_Weakness
SWOT
Banana diet product development
Expansion into Younger market
_Opportunity
SWOT
Dole Korea Sweetio Masterbrand for 7 consecutive years
Issue of carbon dioxide emissions
_Threat
SWOT
Suggestions
NO Differences!!
They don’t know what Del Monte is doing!!
Suggestion
Promotion in universities and downtown areas.
Introduce the effectiveness of bananas
Raise brand awareness
Boost demand at the young adult market
_Alternative
Suggestion
Expand the sales network.
Change the way MOTHERS think
Put the brand image in a high position
_Alternative
Suggestion
THANK YOU
From now on I’m going to present interviews with the keun-ho kang who is CEO of Delmonte Korea.
We asked him sev
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