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Intro ......

 

the market follows Stackelberg Model that the leading company`s strategies affect the following companies.. This emphasizes that Nongshim has the most considerable influence among the suppliers in the noodle marke. ,000 18,FOOD MARKETING Contents Introduction - 1) The outline of noodle market 2) Existing white noodle brand - Sarigomtang-men 3) The growth of white noodle market Main subject - The marketing strategy depending on the manufacturers 1) Paldo - Kokomen 2) Samyang - Nagasaki jjamppong 3) Ottogi - Gisu-men 4) Nongshim - Hooroorook Kalguksu Conclusion - Summary and suggestion Introduction 1) The outline of noodle market The total noodle market size 2007 2008 2009 2010 2011 Market size 15, Nongshim has 63% of the total noodle market share. As the popular tradition that noodle market grows when the economy is in a  ......

 

 

Index & Contents

라면시장 보고서(영어)

 

라면시장 보고서(영어)

 

 

FOOD MARKETING

Contents

Introduction - 1) The outline of noodle market

2) Existing white noodle brand - Sarigomtang-men

3) The growth of white noodle market

 

Main subject - The marketing strategy depending on the manufacturers

 

1) Paldo - Kokomen

2) Samyang - Nagasaki jjamppong

3) Ottogi - Gisu-men

4) Nongshim - Hooroorook Kalguksu

Conclusion - Summary and suggestion

 

Introduction

1) The outline of noodle market

 

The ...

FOOD MARKETING

Contents

Introduction - 1) The outline of noodle market

2) Existing white noodle brand - Sarigomtang-men

3) The growth of white noodle market

 

Main subject - The marketing strategy depending on the manufacturers

 

1) Paldo - Kokomen

2) Samyang - Nagasaki jjamppong

3) Ottogi - Gisu-men

4) Nongshim - Hooroorook Kalguksu

Conclusion - Summary and suggestion

 

Introduction

1) The outline of noodle market

 

The total noodle market size

 

2007

2008

2009

2010

2011

Market size

15,000

17,000

19,000

18,000

20,000

 

Table 1 - Size of Noodle Market (unit : hundred million won)

 

= In 2011, the Korean noodle market size was approximately 2 trillion won that one person consumes about 84 noodles. As the popular tradition that noodle market grows when the economy is in a bad circumstance, the size of noodle market grew during 2008 through 2009. After some stagnation in 2010, the new demand is created by the advent of white noodle market in the latter half of the year 2011. Even though there was not much difference of quantity from 2007 to 2011, it is expected that the noodle market has potentiality of growth considering the inflation rate of increase in unit noodle cost.

 

The noodle market as an oli-gopolistic market

 

○ Small scale companies has the majority of market share

 

Nongshim

Samyang

Ottogi

Paldo

Total

Market share

63%

15.6%

10.9%

10.5%

100%

 

Table 2 - Noodle Market Share by Companies (April, 2012)

 

= As shown in the chart above, four companies have the entire noodle market share. Especially, Nongshim has 63% of the total noodle market share. This emphasizes that Nongshim has the most considerable influence among the suppliers in the noodle market. Other three companies in low ranking get influenced by the strategies of Nongshim. Therefore, the market follows Stackelberg Model that the leading company`s strategies affect the following companies.

 

This was the outline of noodle market. In the last year, 2011, there was a huge change in the noodle market: the white noodles` market entry headed by Kokomen. Sales of some specific noodles increased rapidly and many new white noodles threatened the selling of existing noodles. However, the white noodle was not just sprang up; actually, white noodles existed in the past. Then why the products of white noodle market could not get succeed as the noodle in the current days

 

 

2) Existing white noodle brand - Sarigomtang-men

Figure 1 - Introduction of Sarigomtang-men

= Sarigomtang-men was launched in March 1988. 1.1billion pieces (410billion won sales) were sold during 23 years, which means the sales were 17.8billion won per year. In the consideration of the current white noodle products which make the sales of 10billion won per month, it is difficult to say that Sarigomtang-men succeeded in the noodle market.

When Sarigomtang-men was developed, the product had the taste of K

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