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2.1 Selecting a Global Company Structure
2.1.1 Synopsis of the Strategic Objectives
Health conditions have been improved dramatically since the approach of the Nutrition Policy began in South Korea. As the recall of the healthy environment and unique traditional diet in South Korea, our dried golden longan product aims to invest money and effort to become Korean’s first choice of healthy snack.
In the heart of tropical fruit country, Thailand, our company is the growers, processors, and wholesalers of a full complement of the finest dried fruits, including longan products. But for Korea, we ourselves plan to rebrand our dried golden longan products and firmly enter Aouth Korea market as our own Thai brand. Shifting from the Industrial Concept of business, our global enterprise will move our perspective of business to Marketing Concept, customer need oriented, which will later on be deeply discussed in the Marketing Plan in the next Phase.
Our Unique Selling Point (USP) is superb savor, more beneficial to body and soul, and high-standard quality nutriment. The increasing consumption of healthy food products has been a global trend for a number of years already, and South Korea is no exception to this. Consumers in South Korea are increasingly more willing to purchase healthy products as they seek new tastes and healthier food alternatives. The dried fruits market is positive in South Korea.
Approximately, the market share is valued at $85 million. It is difficult to estimate accurately the size of the market because there is no government or industry data available and the HS Code system is not sub-categorized enough to provide codes specific to an individual dried fruit product. Nonetheless, the dried fruit market is growing and U.S. is the main exporter to South Korea now. American dried fruits are mainly raisins, prunes, cranberries, and blueberries. American dried fruit products segment themselves as premium, and...