풀무원 녹즙의 성장전략
The growth strategy of Pulmuone greenjuice
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초록
본 사례는 국내 녹즙시장과 풀무원 녹즙의 사업을 이해하고, 풀무원 녹즙의 중기사업전략에 대해 논의할 수 있도록 개발된 교육용 사례이다. 녹즙사업이 속한 건강기능성 음료시장은 최근 웰빙(well-being)트랜드와 함께 급속히 성장하고 있으며, 대기업의 잇단 진출로 기업간 경쟁이 더욱 치열해 지고 있다. 이러한 상황에서 본 사례는 풀무원 녹즙의 지속적인 경쟁우위 창출과 미래 성장을 위한 전략적 이슈들을 다루고 있다.
Abstract
This case describes strategic issues facing Pulmuone Greenjuice Co. Ltd, a leading player in the domestic Nokjeup(fresh vegetable-extract juice) market. In this case, students can understand the domestic Nokjeup market situation and business model of Pulmuone Greenjuice. Recently, in the popularity of 'well-being', Nokjeup market is one the fastest growing segment of functional beverage industry. Therefore, this case focuses on how Pulmuone Greenjuice can create sustainable competitive advantage and find the new market segment.
참고문헌 (9)
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