Models surround the bottle of Hongcho, a popular drink that Daesang  Corp. 

has been marketing both at home and abroad gaining a great popularity, 

especially in Japan.(Photo: Daesang Group)

Daesang Group proclaimed its Vision for its 60th Anniversary designed to boost its annual sales to 5 trillion won and operating profit to 500 billion won by 2016 by its 30 affiliates and 16 overseas subsidiaries and trade offices.

The group will focus on strengthening the measures to fight crises, expanding customer value, and segregated strategies for future growth engines as key elements in its management strategies for this year.

It has been continuously stressing its top priority is to strengthen product quality as a promise to keep its customers happy, and to always move its customers by developing products centered on improvement and customer demand in order to achieve its century’s operational frame.

Daesang has been strengthening its future growth engines with globalization and segregation of its strategies, especially the globalization strategy for Hongcho, a beverage that has been very popular in Korea and overseas, especially Japan. The group will set up manufacturing operations in foreign countries to be closer to its global customers, with China being looked upon to be the most attractive country for the group to set up its manufacturing operations.

The group plans to draw up strategies suitable for each country they would like to enter for business based on a study to dissect each country’s suitability for their operations including economic conditions, government policies for foreign investment, market trends, and tax regulations, among others.

The group plans to globalize its starch sugar business based on its successes in Vietnam and the Philippines by securing competitive bases for customers and raw materials, breaking away from its operation style in Korea. The bio business overseas will be based on technologies used in Kunsan, Korea, Indonesia and Vietnam, the three largest manufacturing bases for the starch sugar business for the group, so that they will be cost competitive. They will also create a strategy for amino acids as soon as possible, along with the expansion of its global bases and operational strategies to make this year an initial year for the bio global business, moving up a level in its global operations.

The group also plans to boost the profits in the health food business keyed on three health foods — Krorella, Nutrition, and Daeli — which are to be introduced in China. Krorella is to have an additional function other than just being a health food, which is to be developed later when it is introduced in the Chinese market in the near future.  

Daesang Corporation selected “The happiness that becomes tastier when shared,” as its CSR activity slogan and is active participation from its employees for its CSR activities such as volunteer services, donation relays, and charity bazaars through the corporate-wide sharing program by all management and employees. 

The company is carrying out various CSR activities more than once every month, such as free meal services and facilities visitation services for the underprivileged and the neglected of the society including people with disabilities, children, and the elderly. To do this, they are forming about 50 Chungjungone Social Service Teams that consist of personnel from each plant, as well as running voluntary fundraising programs for the management and employees such as Wage Change Program, One Thousand Won Donation Relay, Individual Reward Donation, and Corporate Matching Grant.