SC in Korea

• Main Authors: CHANG, CHIA-MEI, 張䕒鎂
• Other Authors: LIN, FENG-JYH
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/9n64pn

碩士 === 逢甲大學 === 經營管理碩士在職學位學程 === 106 === The “3:15 pm” brand has been established for 27 years. It expands its market internationally and becomes one of popular products in Korea. The culture of Korea is exclusivism and makes the sales of foreign products difficultly. However, “3:15 pm” products enter the Korean market successfully. Trade agents come to Taiwan for and look for the opportunities for cooperation. This study investigates the business strategy of “3:15 pm” and how to operate the brand through the media. We also introduce SHIH CHEN FOODS CO., LTD that owns the brand of “3:15 pm”. In addition, we compare the products of “3:15 pm” with other related product to identify the differences. “3:15 pm” does not follow the traditional strategy to sell teas. It innovates the tea production based on hundred year experience. It also promotes ecological agriculture and the concept of symbiosis. Finally, we discuss how "3:15 pm" brand successfully expand market share in Korea. Furthermore, we analyze the marketing strategy of Korean agent, SC KOREA. The study also provides the value of reference to whom wants to enter the Korean market.