1. NONGSHIM
U.S.A
HAWAII
Rudy Mazas
Windy May
Mona Creta
Shintaro Matsui
Spring ２０１４
Introduction
Noodles function as a staple for diners of all races, ages and income levels because it
can be enjoyed in an endless amount of ways from instant ramen noodles favored in college
dorm rooms, to high-end gourmet dishes found in trendy Asian-fusion restaurants. Ramen is a
Japanese noodle soup dish consisting of Chinese-style wheat noodles. Ramen noodles are a
form of dry food that are easy to make with the perception of being a replacement to an actual
meal or another ingredient you can add to compliment your dish. Many current noodle dishes

2. include a wide range of meats, vegetables and sauces for special diets. Noodle flavors have
grown to accommodate a range of taste over the years.
Nongshim noodles a company that started in Seoul, South Korea quickly became the
leader in dry noodles and snack manufacturing in it’s home country. In 2012 the company
controlled over 65 percent of it’s home country’s market share with 61 percent of their sales
coming from instant noodles.The company decided to expand operations outside the Asian
Market.Their market expanded west until it finally reached the Americas. As part of their global
expansion they established a plant here in America in 1994. Today Nongshim has increased
their product line to include various cooking products and many of them are available in many
retail outlets in North America. Nongshim currently has their products merchandised in over 80
countries around the world. It posted 2.17 trillion won in sales in 2012 and overseas sales
accounted for 21 percent of those totals (‘koreatimes). Nongshim noodles still continue to be
the driving factor or the majority of their revenue.

4. Competitor Analysis
Every established competitor searches for new ways to gain market share either
domestically or by introducing their product in a foreign market. Since Nongshim controls 65
percent of the noodle market in South Korea it has faced a growth dilemma due to market
saturation so they have decided to expand operations by introducing their product in foreign
markets. Based on 2010 market trend, you can see why Nongshim has wanted to expand their
market, the overall consumption of noodles has continued to increase in certain markets. The
chart below shows the noodle servings for ten popular countries.
Country 2007 2008 2009 2010
China 458.1 425.3 408.6 423.0
Indonesia 149.9 137.0 139.3 144.0
Japan 54.6 51.0 53.4 52.9
Vietnam 39.1 40.7 43.0 48.2
U.S.A 39.0 39.5 40.8 39.6
South Korea 32.2 33.4 34.8 34.1
India 12.3 14.8 22.8 29.4
Thailand 22.2 21.7 23.5 27.1
Philippines 24.8 25.0 25.5 27.0
Brazil 150 16.9 25.5 20.0
Totals 947.2 913.1 918.0 953.9
As of May 10,2011 Unit 100 million servings (pillow-type and cup type instant noodles)World
Instant Noodles Association estimate
However, Nongshim will encounter many roadblocks as it continues to expand into any
of these areas. These roadblocks may include political, economical, social or a combination of

5. them. Furthermore, there are direct competitors who sell identical products like Nongshim
which makes it even more difficult to gain market share. The direct competitors of Ramen
noodles also originated in various parts of Asia, and many are expanding their product out
west. Often times, these companies end up selling in the same market, and same stores. Based
on Nongshim’s product line the direct noodle competitors are Nestle’s Maggi, Maruchan and
Nissin. Other direct competitors are local noodle manufacturers that have a small percentage of
the area’s market share and smaller companies.
Moreover, when trying to expand, not only do you have to take into account direct
competitors but also similar substitutes to your product.These indirect competitors may not sell
the same products but offer a product with some similarities. These companies are not direct
competitors to Nongshim since they don’t sell dry noodles, but indirect since they offer
products with a similar perceived value. These meals are often categorized by factors such as
cooking time, satisfaction and price range. Most importantly these indirect competitors do not
take away from your direct sales but do take away potential sales.
Direct Competitors
Nissin noodle is a Japan-based instant noodle producer, founded in 1948. In 1970, the company
expanded for the first time internationally to the United States. Since then, it has continued to
expand operations throughout the world. The United States alone makes up about 7.0% of the
company’s revenue. Today, the company has an estimated 8,000 workers.(ibis world) Nissin
product line includes their popular Cup Noodles, Top Ramen usually sold in a bag, Ramen bowl
usually sold in a bag or bowl, and their newest product Chow Mein, which is a ready made
meal.

6. Cup Of Noodles- Ramen
Noodle Chicken
Top Ramen Ramen Noodle
Beef
Original Chow Mein- Chicken
Noodles
Calories 300 Calories 190 Calories 240
Calories from fat 117 Calories from Fat 63 Calories from Fat 81
Total Fat 13g 20% Total Fat 7g 11% Total Fat 9g
Saturated Fat 7g 35% Saturated Fat 3.5g 17% Saturated Fat 3.5g 18%
Cholesterol 3mg 1% Cholesterol 0% Cholesterol 0%
Sodium 1060mg Sodium 760mg 32% Sodium 670mg 28%
Carbohydrates 38g 13% Carbohydrates 27g 9% Carbohydrates 35g 12%
Maruchan noodle is a Japan-based noodle company. By 1994, Maruchan became North
America’s top selling dry soup. Today, Maruchan is Mexico and United States top selling noodle
brand according to there website. Maruchan product line includes, Ramen noodle soup (sold in
a bag), Instant Lunch (similar version of Nissin Cup Noodle), and Yakisoba which is their version
of a ready meal (sold in a tray). Meanwhile in 2008​, sales of Maruchan ​Ramen noodles​ are up
across the board. "It's because of the economy," said VF-Marketing Rick Kester. "The same
thing happened in the [recessions of] the '70s and '8Os," despite the company's spending only

7. "a couple of million dollars" on marketing each year. (Maruchan noticed its sales accelerating
beyond the normal pace back in January. According to Information Resources Inc., sales are up
between 5% and 40% depending on the product.)
Ramen Noodles-Shrimp Instant Lunch- Chicken Yakisoba- Roast Chicken Flavor
Calories 190 Calories 290 Calories 260
Calories from fat 63 Calories from fat 120 Calories from fat 99
Total Fat 7g 11% Total Fat 12g 19% Total Fat 11g 17%
Saturated Fat 3.5g 18% Saturated Fat 6g 30% Saturated Fat 5g 25%
Cholesterol 0% Cholesterol 0% Cholesterol 0%
Sodium 790 mg 33% Sodium 1190 mg Sodium 630 mg 26%
Carbohydrates 26g 9% Carbohydrates 39g 13% Carbohydrates 35g 12%
Knorr-Lipton Soup-

8. Indirect Competitors
Nongshim indirect competitors are companies that offer a similar ready made meal.
Many indirect competitors to Nongshim already exist in the United States. These competitors
are major corporations which include Lipton Soup, Campbell’s soup, General Mills, and Nestle.
Campbell’s Soup Company and General Mills made up about 45.9% of the industry revenue in
2012.
Lipton Soup Secrets- Lipton Soup Secrets is a company owned by Unilever. Mostly
known for their famous tea beverages, their products have now expanded to include a variety
of soups. Business Ranking had Lipton Recipe Secrets as the number one seller of Dry Soup in
2012 with 83.3 million.Moreover, other notable Lipton products continues to increase, Cup a
Soup came in with a 11.3 million.
Campbell’s a company that started in Camden, New Jersey in 1869 has become a global
company with an $8 billion dollar a year revenue. Thanks to their popular wet soups,
Campbell’s has risen to be the leader in the United States. Originally they only sold their soups

9. in a can, but over the years have added new product packages that now include a
microwaveable soup container to appeal to soup lovers. This new package has allowed their
revenue to further increase by appealing to soup lovers who want to take their soup on the
go.Their most popular soups include their chicken noodle soup, along with tomato soup, cream
of mushroom soup, and beef broth.
Campbells Soup- Chicken
Noodle Soup
Knorr Lipton Soups Cup-a
Soup Chicken
(perfect mid-afternoon
snack)
Knorr- Homestyle Stock and
Broth Homestyle Stock-
Chicken
Calories 60 Calories 50 Calories 5
Total Fat 2g 3% Fat 1g Fat .5g
Saturated Fat .5g Saturated Fat 0.3g Saturated .3g
Monounsaturated Fat 0.5g Trans Fat 0g Trans Fat 0g
Cholesterol 15mg 5% Cholesterol 5mg Cholesterol 0mg
Sodium 890mg 37% Sodium 750mg Sodium 430mg
Carbohydrates 8g 3% Carbohydrate 10g Carbohydrate 0g

10. General Mills is a company based in Minneapolis, Minnesota. They are a global company that
sells a variety of products worldwide. One product brand they currently own is Progresso.
Progresso is a wet soup that has been in the United States market since the 1950’s. Today,
Progresso now includes a multitude of wet soups and ready made meals that are not as
popular. Their wet soups are currently only packaged in a can and their ready made meals are
pasta noodles. General mills other product line includes another ready made meal with their
other brand, Hamburger Helper.
Other notable food producers include ConAgra which participates in the prepared soup
production industry with more emphasis on healthy choice soups. In 2012 there revenue did
not exceed 5%. Other firms within the Prepared Soup Production industry tend to operate on
smaller scales due to the intense competition from these prepared soup-producing giants. To
remain competitive, private label and grocery store brand soups are typically offer as a lowers
(Ibis World).
Consumer Analysis
Demographically, snacks, frozen-ready meals and instant noodles are purchased by a varying
consumer range representing various socioeconomic backgrounds. In terms of consumer
analysis, this section describes (1) the characteristics of consumers expected to buy Nongshim
products and (2) the product perceptual map.
Consumer Characteristics

11. According to U.S. Census data, the Hawaiian market is comprised of an estimated 1,404,054
people (residents) as of 2013. This market has seen an increase in residential population by
3.2% since 2010. Approximately 23% of this population is under the age of 18 (Hawaii.gov).
Looking at the consumer demographics, we looked at three important variables that are
key in Hawaii. The first variable we looked at is the percentage of Asian Population. This
variable is important because the majority of the residents in Hawaii, are predominantly Asian.
It is expected to increase in the near future, therefore to market effectively in an area it is
important to know the demographics of your customer.
Variable Hawaii USA
% Asian Population, 2013 47.83 5.24
% Asian Population, 2016 44.40 5.06
% Asian Population, 2017 52.83 6.43
% Asian Population, 2018 46.46 5.85
The second variable we looked at is the ready to eat and cooked cereals variable. We
used this variable because the ready to eat meals is an important category when looking at the
consumption of ramen noodles. There is a growing perception that the numbers will increase in
the next few years. It will have a tremendous spike in 2016 and this will only benefit Nongshim
and other competitors. There is a possibility for them to sell more and it is up to Nongshim to
capture the market.
Variable Hawaii USA
Ready-to-eat and cooked cereals
(Household Average), 2013
$88.36 $95.22

12. Ready-to-eat and cooked cereals
(Household Average), 2016
$105.17 $120.82
Ready-to-eat and cooked cereals
(Household Average), 2017
$92.46 $102.77
Ready-to-eat and cooked cereals
(Household Average), 2018
$104.48 $111.32
The last variable we looked at is the population in poverty. This variable is important
because we understand the less disposable income people have, the less they have in
purchasing higher end meals. This is an opportunity for Nongshim to gain consumers who have
less disposable income and switch to higher quality product Noodles that the company
produces. As much as you hate to associate noodles with poverty, the relationship is there
when people are limited on a budget.
Variable Hawaii USA
% Population in Poverty,
Total, 2013
% Population in Poverty,
Total, 2016
% Population in Poverty,
Total, 2017
% Population in Poverty,
Total, 2018
Other notable variable’s we took into consideration is the physical count of people in
Hawaii. The population of people 15 years and older is important because they are the ones
who are likely to buy Nongshim noodles.
Variable Hawaii USA

13. # Population, 15 Years and
Older, 2013
1133157 253401341
# Population in Poverty,
Total, 2013
136795 42929250
Food ($000), 2013 3852079 839243421
Strategy
Going forward, as the dynamic environment continues to change Nongshim should
prepare internally and externally. In order for the survival of any company that sells a
commodity such as ramen noodles, they must be able to adapt to social and technological
changes. Nongshim should capitalize on all it’s strengths and use them to enter new markets,
such as Hawaii to appeal to customers.
Partnerships
In retail, nothing is more important than location. The easier the customer can get to
you, the higher the chance the customer will choose you. In 2013, Nongshim was able to secure
a contract with Walmart to be the first food processor to sign a deal of direct sales with a huge
supplier. This contract is an example of how crucial it is to get the best retail space possible.
Without proper placement of Nongshim’s products, the less customers will be able to see them.
Other notable deals include Nongshim supplying their products to the US Defense Commissary
Agency, which is in the charge of more than 250 retail outlets on US military installations
around the world. These deals with strategic partners to be able to purchase Nongshim in high
traffic areas is crucial in increasing exposure..
Superior Product

14. As the social environment continues to change Nongshim and other competitors are
following suit. Smaller firms are now producing specialty soups to cater to specific consumer
groups and are gaining in popularity (ibis world). Every competitor is trying to differentiate
themselves by trying to attract new consumers. Nongshim recently released a vegan soup that
has the potential to attract vegans who may not have thought of Nongshim, or even noodles as
an alternative to eat. This vegan soup is made only out of vegan ingredients. Other competitors
such as Nissin and Campbells have yet to produce an exclusive vegan product but have tried
other alternatives. Campbells has tried to sell a variety of “healthier” soups with lower sodium
intake, as well as fat free soup. When you choose to alter an ingredient from your product, this
may come at a price by reducing the quality taste the product is known for. For example, coke
zero and coca cola have to different flavors. Instead of sacrificing taste choose to make superior
products such as Nongshim’s popular black bag, Shin Ramyun.
Price
The Noodle Industry is very sensitive to price changes. A drastic rise in raising prices
would make customers switch to other direct and indirect competitors. Since, Ramen Noodles
are a very elastic substitute then they should either keep their products at competitive prices or
find ways to become the low cost leaders.
Tradition
Many local residents of hawaii carry the tradition of ramen noodles being the traditional
meal to eat. This is something that has been passed down from history or native Chinese and
Japanese residents.

15. Many issues Every company is trying to appeal to competitors by offering products they
are likely to choose.environmentally friendly. Nissin is following rules on using palm oil, eye
catching bag packages, better trays for their meal noodles.The official added that it plans to set
up a subsidiary in Australia by this month in order to do business in the South Pacific market
including New Zealand and Papua New Guinea.
Market available
Nongshim’s indirect competitors that started in the United States are currently
branching out to the Asian Market while Nongshim and their direct competitors are focused on
expanding their market to the west. Other factors include the reluctance for customers to
change noodle brand. Currently there are many direct and indirect substitutes to the noodle
industry.ds (loyalty). the most popular tend to be vegetable, shrimp, chicken, and spicy flavored
Market Product Focus
“Our company’s mission is to provide value to consumers and not be in the cheap eats
category,” -Krith Roth, Senior Business Developer for National Accounts
Industry Analysis
Nongshim positions their products as ‘Premium Korean Products. While there are
various snack and instant noodle manufacturers that provide a convenient and well-tasting
product experience, none strive for consistency and quality across all their spectrum of
products. Nongshim products, snacks, frozen foods and beverages are placed at a high-quality,
mid-range price point, differentiating it from that of it’s low price competitors. Nongshim
doesn’t concern itself of being a low cost leader, instead they focus on differentiating their
product by quality control of their product all across the table. Nongshim’s goal is to target the

16. general consumer and grow market share in the Asia-Pacific market. The “points of difference”
that make Nongshim’s products unique in comparison to its competitors are as follows;
● Taste; unique and quality-like, very different than that of competitors
● Quality; higher quality ingredients than those of competitors, no compromising, real
ingredients (instead of flavoring), soups made from scratch
● Consistency; standardized, taste testers to ensure consistency throughout all 187
countries of business
SWOT Analysis
Based on the extensive research we believe this is some of Nongshim strengths the
company has and opportunities they can further explore, while we see some weakness and
threats the company has to address in the near future. One of the greatest strengths is
diversity, along with convenience. Nongshim comes in many different flavors from simple to
spicy, noodles to rice, and snack to ready-to-go meals. By diversity we mean it has an endless
amount of uses, as a single dish by itself or as an addition to a bigger dish. It is easy to make for
people who do not know how to cook or are very hungry at the moment as well as it is
affordable to buy.
Strength
● Diversity
● Affordable
● Easy to make
● Convenience
● Variety
Opportunities
● Reach a different target audience
● Finding new markets and ways to
distribute to the product
● Noodle Consumption Increasing
●
Weaknesses
● Flavor
● Alternatives
● Taste
● Market Penetration
Threats
● Public Scrutiny
● Unhealthy products that are high in
sodium and carbohydrates
● Competitor brands (Campbells,
Nissin, General Mills)

17. Strengths
● Diversity- Nongshim flavor hits every taste from simple to spicy, noodles to rice,
and snack to ready-to-go meals, it has endless amount of uses, as a single dish or
as an addition to bigger dish.
● Affordable- Nongshim biggest strength is how affordable their products are. The
average bag of cry ramon start s between 1.49-1.99 per bag. This is at a lower
cost than a frozen meal and more affordable than a meal at fast food restaurant.
● Easy to Make and Easy to access- Most Nongshim products take one simple step
to prepare, add hot water. With this easy to make procedure, it makes it easy to
make Nongshim anywhere from a college dorm, a hotel room while on vacation
and even to single parent cooking dinner for his children.
● Convenience- Since dry ramon can be stored anywhere, taking with you on the
go or letting it sit in your kitchen for months, makes the convenience of pushing
Nongshim very accommodating to the buyer.
Weakness
● Alternatives- Unfortunately, Nongshim doesn't have the best healthy options, or
a reputation for providing healthy options for to the consumer., Most of their
products are full of empty calories and high sodium
● Unable to penetrate the market and make noodles as a premier food consumers
can buy even though they are everywhere.
Opportunities
● Reach a different target audience- Since the product is so diverse with options
on flavor and convenience of getting the product, there are tons of
opportunities to grow.
● Finding new markets and ways to distribute to the product-Imagine getting your
ramen noodles from a vending machine on campus , or how about enjoying your
hot bowl at a restaurant. The opportunities to reach new markets are endless
Threats
● Competitor brands- There are many competitors in the world of Nongshim.
Nissin, General Mills, Sapporo Ichiban, although Nongshim is one of the top
brands , these company gives Nongshim a ran for their money.
● Unhealthy products that are high in sodium and carbohydrates- Nongshim
products are loaded with carbohydrates and sodium. Although there is plenty of
flavor is in each product, in order to keep prices down and make the buyers palit
happy, there noodles are loaded with artificial flavors full of salts and
preservatives.

18. Environmental Analysis
External factors that play a role in Nongshim ability to sell noodle’s includes today’s
social values. The most popular generation of consumer is younger generation such as teenager
and college student. These are often referred to as the millenials. They grew up with
technology around them, and are currently young adults or early teens.
Social
Hawaii is popular for its beach and many people like to spend time in the ocean
especially in summer. Selling noodles in Hawaii will work for various reasons. One reason why it
will work is the context effect which is an effect which people perceive and are influenced by its
environmental effects. For example, If you are in the beach, one most likely will drink lots of
cold water to stay hydrated and in the beach, people need energy because of the heat and loss
of sweat. People lose much water and salt from the body by sweating. Thus the body needs
water and salt to be in good condition. After spending time in the beach, many people want to
eat salty food such as shin cup noodles for its salty taste to replenish the salt lost in the beach.
Also, mostly people are tired after a long day at the beach and from receiving a lot of sunlight,
people do not want to cook anything after that. Therefore, instant noodles has become very
convenience because it is easy to cook and they are able to eat it in just a few minutes. That is
why instant noodles has become very popular in Hawaii.
Negative publicity
Today’s generation has a mixed belief about noodles. While there are many negative
reviews being discussed about noodle products, they are still amongst the most consumed for
it’s convenience and for it’s low cost. There is a growing perception that noodles are bad for
people’s health. As noodles continue to receive negative publicity from news outlets the loss of

19. potential sales continues to increase. According to the article,”Instant noodles recalled for
cancer causing ingredient in South Korea” the Department of Health (DOH) gave an order to
recall two instant noodle products from South Korea, which were found to contain traces of the
cancer-causing substance benzopyrene. This negative publicity is hurtful to not only Nongshim
but the industry as a whole.
Technology
Nongshim are affecting a better future through developing technologies. Through
developing new technologies, Nongshim is strengthening its core competitiveness and focusing
on growing business to the world. Its mission is to create 1,000 ideas and 100 products, at least
20 of which are expected to be major successes in the industry. It is not only to flexibly manage
with rapidly changing market environments but to position themselves for the future,
Nongshim is making new mid and long-term vision and determined to innovate
themselves.Moreover, Nongshim is thinking about securing higher management efficiency by
consistent new technologies. Now, most global leading food companies are enhancing their
competitiveness by growing the business into related sectors, which has leveraged growth in
sales and profits.
​Recommendations

20. Shin Ramyun Noodle Soup Gourmet Spicy Bowl Noodle Soup- Hot & Spicy Flavor
Calories 240 Calories 190
Calories from Fat 72 Calories from Fat 72
Total Fat 8g 12% Total Fat 8g 12%
Saturated Fat 4g 20% Saturated Fat 3g 15%
Cholesterol 0mg 0% Cholesterol 0mg 0%
Sodium 1050mg 44% Sodium 920mg 38%
Carbohydrates 38g 13% Carbohydrates 25g 8%
As a marketing team we have a few recommendations for the company. We believe if
they want to grow market share in the United States, more specifically toward the Hawaii
residents, it is imperative that they do the following things.
1. Advertise in places that are mobile, (such as busses, or taxi’s)
2. Advertise in local Hawaii sports (Surfing is the major sport of hawaii)
3. Create a dynamic logo that appeals to customers.
4. Create mystery, controversy, or excitement in your brand.
5. Be involved in Social Media
Packaging
The major direct competitors in the United States have similar characteristics that they
all share. In the case of Maruchan and Nissin, they both have simple packages. Nongshim lacks
a creative and simple package. Many of their current packages are cluttered with an endless
amount of text or pictures. Sometimes less is more, what i mean by this is that it creates a
mystique if the package doesn’t give you a full detailed report as well as make the packing more
appealing instead of cluttering it with words.

21. Hawaii can be very distracting with the large amount of tourists who visit there every
year. Therefore, a dynamic logo or package is required to bring attention to your brand and
make it exciting.
Transportation
According to Hawaii website, the combined length of stay by all visitors averages out to
9.2 days. These visitors use transportation to get around and this is a solid way to bring brand
awareness. Not only do the people see your brand, but others can see it as well since it is not
stationary.
Advertise
Nongshim should be involved in the community. They should advertise in popular sports
Hawaiin’s love such as surfing. Since it is not a major sport the cost of advertising in these areas
are not as expensive as other areas. Furthermore, be involved in the Hawaii community. Let
people know you care about the community and they will know your product and eventually try
your product.
Social Media
Nongshim currently has all the popular social media accounts but they do not update
any of their news. The new generation of millenials use social media as a news outlet to stay in
touch with their favorite companies and therefore it is imperative that Nongshim use this as a
way to connect and reach their customers. As loyal consumers continue to buy Nongshim
products, there should be an appreciation by having sweepstakes, raffles, and other events
where consumers are engaged with the company.

22. http://blog.usfoodsafety.com/2011/06/11/shin-ramen-noodles-recalled-for-plastic-additives/
Nongshim is currently trying to branch out to many products such as Nongshim should keep
expanding into foreign market.
The company hould keep in mind foreign laws and policies
The company can spend more money on advisement to promote the brand and grow market
share.
It need to stay focused in search area, improving its search techniques as well as developing
value-adding products and services.
The company can focus on the product expansion such as a new flavors or tastes cup noodle.
It need to venture into e-commerce area, using its search engine as an advantage over
competitors such as Maruchann.
​Top Brands of Dry Soup, 2012
Business Rankings Annual
Ranked by: ​Sales, in millions of dollars.
Remarks: ​Also notes unit sales, annual growth,market share, and average price per unit.
Number listed in source: ​10
1. Lipton Recipe Secrets, with $83.3
million
2. Bear Creek Country Kitchens, $59.6
3. LiptonSoup Secrets, $40.6
4. Private label, $29.4
5.Knorr, $25.9
6. ​Nongshim​, $19.6
7. Wylers Mrs.Grass, $14.6
8. Hurst's HamBeens, $14.3
9.Lipton Cup-a-Soup, $11.2

23. 10. Shore Lunch, $5.3
"Top Brands of Dry Soup, 2012." ​Business Rankings Annual. Ed. Deborah J. Draper. 2014 ed.
Detroit: Gale, 2014. ​Business Insights: Global. Web. 28 May 2014.
BYLINE:​ By Park Ji-won
LENGTH:​ 209 words
Nongshim, the nation's leading instant noodle firm, will expand its global presence by
increasing the number of its export destinations to 100 countries this year, the company said,
Tuesday.
Nongshim, famous for its flagship instant noodles Shin Ramyun and Shrimp Crackers
snack, said it launched an overseas market development team on Jan. 1 in order to target new
markets.
'The new team will play a key role in not only boosting existing markets but also
developing new markets,' a Nongshim spokesman said in a statement.
It posted 2.17 trillion won in sales in 2012 and overseas sales account for 21 percent of
that total.
The firm now has room to actively invest in overseas markets,' Analyst Lee Kyoung-ju at
Korea Investment and Securities said.
'The move could raise the firm's sale as well because it already has overseas business.'
http://www.lexisnexis.com/hottopics/lnacademic/​?
● from marketline ​Lotte Chilsung Beverage Co., Ltd
● MSC Co. Lt​d.
● References for project
● http://calstatela.libguides.com/content.php?pid=175677&sid=1479522
● ;​http://360.datamonitor.com.mimas.calstatela.edu/Product?pid=924777E1-098D-4ED3-
9986-F3E0E39BDF5F
● http://www.theramenrater.com/2012/06/05/meet-ther-manufacturer-an-interview-
with-nongshim-america/
● http://prezi.com/q3wsmgekn2rh/untitled-prezi/
● http://smallbusiness.chron.com/swot-analysis-example-noodles-industry-72078.html
● http://www.ajinomoto.com/en/presscenter/press/detail/images/20111208_5.jpg
● http://www.businessinsider.com/chinas-instant-noodle-market-in-charts-2013-10
● Competitor analysis

24. ● How do the competing products/services stack up against each other?
● What are the objectives of the major competitor products?
● What is the current strategy being employed to achieve the objectives?
● Who has the competitve edge?
● What are they likely to do in the future?Differential Advantage/ Resource Analysis
● Product Feature Matrix
● Strategic Values​ Value Proposition
● Product Positioning
http://bi.galegroup.com.mimas.calstatela.edu/global/article/GALE%7CI2501290113/87e22d85
7fc4b7bfc8b0a10162ff0d37?u=calstate
Source Citation
"S. KOREAN NOODLE MAKERS FINED US$120 MLN FOR PRICE RIGGING." ​AsiaPulse News 22
Mar. 2012. ​Business Insights: Global. Web. 28 May 2014
Specialize
http://books.google.com/books?id=NTo6c_PJWRgC&pg=RA1-PA176&lpg=RA1-PA176&dq=haw
aii+residents+and+noodle+consumption&source=bl&ots=gisPs_Txd7&sig=VChe9K_6f_Z6cPz4Pa
DpeV-chzc&hl=en&sa=X&ei=Y_Z8U9nqGZDBoASb_4HIBg&sqi=2&ved=0CGIQ6AEwBg#v=onepag
e&q=hawaii%20residents%20and%20noodle%20consumption&f=false
That is all material of shin cup noodle.
http://www.eastbaymart.com/Nong%20Shim%20Bowl%20Noodle,%20Kimchi,%203.03-Ounce
%20Bowls%20%28Pack%20of%2012%29
The U.S.(domestic, out-of-state) represents the largest sector of tourists in the Hawaiian
market. This lead is followed by Japan, Canada and Australia. 2012 Visitor Research reports
conducted by the Hawaiian government showed that while lodging was the largest expenditure
category by tourists, (39.7%), food and beverage represented the second largest category with
20.2% of total visitor spending. Of the 2.8 million spent on food and beverages by tourists to
Hawaii in 2012, $606,000 was spend on groceries and snacks, while the rest, or majority was
spent on restaurant food, dinner shows and cruises. This $606,000 in snack and grocery
spending represented a 10.5% increase from 2011 (Hawaii.gov).
According to the Hawaii state website, in March 2014 alone, there were over 700,000 visitors to
the islands. Tourism by month fluctuates from 500,000 to 760,000 per month, year-round and
on average totals at year’s end of over 8 million visitors. 2012 marked a record daily spending
by visitors of $14.4 billion, a 18.1% growth from 2011 (Hawaii.gov).

25. The combined length of stay by all visitors averages 9.2 days. In 2012 visitors spent an average
of $191 per person, per day. This daily spending rose from $176 in 2011 and the average trip
spending rose to $1,775 per person from $1,651 in 2011.
Who are the consumers and segmentation?
Perceptual Map
Price Vs. Convenience(And/or availability?)//Price Vs. Variety?
Top Competitors; MSC Co.LTD
Lotte Chilsung Beverage Co., LTD
TableMark CO. LTD
Nissin Foods Holdings Co. LTD
Fast Food
Hawaii.gov. Hawaiian Government. Web. 19 May 2014. <​https://portal.ehawaii.gov/​>.
Currently broken up into 4 Segments;
Caucasian
Hispanic
Koreans
All Other Asians
-What do they buy?
Snacks, Food, Beverages, Frozen meals, Dried ready meals, instant rice,
-How do they use it?
Quick meals, snacks, work meals
-Where do they buy?
Grocery Stores, Supermarkets (Local), Large retailers; Wal-mart, Albertsons, 7-eleven,
Walgreens, Safeway, VOns, Pavilions, Ralphs, Food 4 Less, Smart & Final, Jetro, BJ’s, Super
Value: Hispanic Markets; Fiesta Foods, Jons Markets, Big Saver Foods, Numero 1, Vallarta,
Cardenas, CVS
-When Do they buy? ​Year-round, Sales higher in tough economic times
-How do they choose? ​Price-based, convenience, availability
-Why they prefer a product?
Standardized taste, value, good taste
-How they respond to marketing program?
-Will they buy again?