초록

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Abstract ▼ AI-Helper

The development of these cases rests on facilitating understanding of the Korean wine industry"s competitive structure, and seeks to discuss strategic issues of the wine industry though the company, WINENARA. Following the IMF crisis, with a newly invigorated interest in "well-being,"people prefer h...

The development of these cases rests on facilitating understanding of the Korean wine industry"s competitive structure, and seeks to discuss strategic issues of the wine industry though the company, WINENARA. Following the IMF crisis, with a newly invigorated interest in "well-being,"people prefer healthier drinking habits in opposition to indulging strong alcohol; accordingly, there is a gradual magnification of the Korean market. Hence, WINENARA indicates that their business diversification aims to expand the wine market through furthering wine culture beyond the mere trading of goods. The Korean wine market, promising since 2000, averages 20% annual growth. Consequently, with a census of more than 300 companies, many major and small sized importers intensify the competition. As the original pioneer in the business, WINENARA endeavors to create alternatives against this competition in order to maintain its strategic advantage. As the market is expected to reach 400 billion won in 2007, this study analyses WINENARA"s status and problems while seeking effective strategies in maintaining sustainable market success.

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