Discussion on Competitiveness-Market Segmentation
1. The difference between soy sauce made by “Shinhochun” and the soy sauce in the market
 |
Our team applies the chart to distinguish the difference between Shinhochun Soy Sauce and the soy sauce in the market and sorts them out in this table |
2. Quality and price vector diagram
Quality description: as for raw materials, Shinhochun Soy Sauce selects the super black soybeans for brewing. No preservative is added during the making process. Most importantly, “dry” fermentation with bacteria requires more than 120-180 days, and the soy sauce produced in this way is the super product.
Price description: according to the concentration, Shinhochun Soy Sauce is classified into special grade, special Grade 1 and special Grade 2. Compared with the natural pure brewing soy sauce in the market, Shinhochun Soy Sauce’s quality is much better, but there is no much difference in price.
 |
The “quality” and “price” vector diagram made by our team |
3. STP analysis
STP analysis items: “S” refers to Segmentation; “T” refers to Targeting; “P” refers to Positioning.
STP analysis significance: it is used to select and determine the target consumers or clients.
 |
Our team further applies STP table to analyze Shinhochun Soy Sauce’s target consumers or clients and sorts them out in this table. |
4. Afterthought of STP analysis
1. The “century-old shop” which is operated with heart by 3 generations can obtain the consumers’ trust.
2. As the “Shinhochun” Soy Sauce is made with natural black soybean and dry fermentation, the less production and higher cost lead to its higher selling price. Therefore, the target clients should be the client base who values the quality of soy sauce.
3. “Shinhochun” is the brand with the local feature and can be developed towards the direction of gift box with higher selling price.
Source：Wikipedia
