HITEJINRO SUSTAINING SUCCESS IN THE KOREAN BEER MARKET

Hehjin Lee, Seungho Cho
unpublished
Hite Brewery was founded in 1933 and became the first beer company in Korea. It managed to achieve its success with 'Hite' beer, and became the top beer company in 1996(HiteJinro, 2010). Hite beer was so successful that the company, which was formerly named "Chosun Brewery", changed its name to "Hite Brewery" in 1998(Hite Jinro, 2015). HiteJinro's main strategic issue is whether it should focus on the imported beer market through licensing and direct import, or focus on recovering the domestic
more » ... ering the domestic beer market. This issue is crucial to HiteJinro as the decision would have long term impacts; its domestic beer market will shrink if they focus on imported beer, but it will also lose revenue from the rapidly growing imported beer market if it focuses on domestic beer
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