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Park, Jiyoung (2024) Exploring the Challenges and Possibilities of Introducing Korean Alcoholic Beverage 'Soju' to the Irish Market. Masters thesis, Dublin, National College of Ireland.
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Abstract
This study examines the potential and challenges of entering the Irish market with the Korean traditional alcoholic beverage Soju. The study uses a quantitative approach, relying on data drawn from a survey conducted on 80 individuals between 20s and 40s currently living in Ireland. The results suggest relatively high awareness among the target group; 71.3% of the surveyed had heard of Soju, while 65.8% had tried it. Important factors in the purchasing decision include price, taste, and availability, with the most effective promotional strategies identified as discount offers and free samples.
The barriers identified to the product are a lack of consumer awareness, high price points, and competition with established brands. Hence, there is a need for comprehensive marketing strategies and strategic partnerships with local distributors to enhance Soju's market penetration. This research underscores that understanding consumer behaviour and preferences is important for a company as it leads to focused marketing efforts.
The dissertation concludes that there is considerable potential for Soju in the Irish market, especially among young adults who are open to embracing new drinks. However, the issues identified must be managed through effective marketing strategies and appropriate consideration during strategic planning to ensure successful entry and establishment in any foreign market. The findings of the study contribute to understanding how traditional alcoholic beverages can enter new markets, offering practical recommendations on consumer behaviour analysis, marketing strategies, and global business strategies.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Ramirez, Rachel UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry > Beverage industry J Political Science > JN Political institutions (Europe) > Ireland H Social Sciences > HF Commerce > Marketing |
| Divisions: | School of Business > Master of Science in Management |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 12 Aug 2025 15:35 |
| Last Modified: | 12 Aug 2025 15:35 |
| URI: | https://norma.ncirl.ie/id/eprint/8519 |
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