한우 광역브랜드 사업전략

Regional Hanwoo Brand Initiative in Korea

Consumers are demanding for good quality and safety fresh-meat. Books of brand management are popularized, but not of Hanwoo brand cases. Case studies have a long history as effective tools to business person and as an interesting way to learn how to apply analytical tools in true-to-life agribusiness. This study deals with three cases of regional Hanwoo brand initiative and derives the strategy of region-level business. Regional Hanwoo brand to succeed has several tasks and solutions such as marketing mind of consumer sovereignty, management of brand product, administration of blood lines and recording-keeping, joint efforts with other all related institutions, and long-run consumer research and systematic backup.