1. The Green House Company Introduction
J-tower 5F, 33, Seongsui-ro 24-gil, Seongdong-gu, (Seoul, Korea) / Tel / Fax

2. The Green House Contents Company Overview Market and Business Strategy
Evaluation
Products
The
Green
House

3. Company Overview Brand The Green House Establish 2006. 3 CEO
Park, Chan-Wook
Capital fund
5 million USD
Address
Kyunggi-Do, AnSung-Si, IlJuk-Myeon, JukWhaRo-13, 1st Floor
J-tower 5F, 33, Seongsui-ro 24-gil, Seongdong-gu, (Seoul, Korea)
Business Field
livestock process, distribute in domestic, food service, franchise, trade
The
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4. VISION Rational Product-Oriented Business strategy Open Management
Company Overview
Business strategy
VISION
Rational
Product-Oriented
Open
Management
Self-
Field
The Green House is a domestic market distributor.
Since the establishment in 2006, we try our best to provide reasonable price, high quality products and best service under the business philosophy “Open and Self-management.
The
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5. History Company Overview 2006. 03. Entered 11 “Homeplus”
Entered 3 “2001 Outlet”
Registered for geographical indication products in port section (Nongg-Gwan-Eon)
Jeju blo pork obtain certification for “Excellent Livestock Brand”
– customer citizen meeting
Entered 41 “Homeplus”
Selected for “Brand with Bright Potential” – Jeju island Selected for “Brand with Management Innovation” – Gwangju Jeonnam business office
Start export to Japan
Established 2nd plant Jeju Heuk Da Don (Jeju black pork) – in Jeju island
Jeju blo M&A
A&H International C.E.O.
Youngsan F&G Korea C.E.O.
Jeju blo C.E.O
Jeju blo – Company name changed to “The Green House”
Established GH Holdings
The
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6. C.E.O Chan Wook Park Company Overview
Graduated in Korea university, majored in Economics
Joined Samsung corporation (Export Division)
Appointed to New York branch
Resigned Samsung corporation
Established Asiamerica
ASIAMERICA SEOUL OFFICE C.E.O.
Cooperate with Hyundai General Trading company (50:50)
Established A&H International
YoungSan HaeDaOl & YoungSan F&G partial M&A
- Established Youngsan F&G Korea
Jeju blo M&A
A&H International C.E.O.
Youngsan F&G Korea C.E.O.
Jeju blo C.E.O
Jeju blo – company name changed to The Green House
Established GH Holdings
A&H International / GH Holdings C.E.O.
Youngsan F&G Korea C.E.O / The Green House C.E.O
The
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7. Production Plan & Quality Control
Company Overview
Business Organization
CEO
Sales/MD
Production Plan & Quality Control
Management & Support
Logistics
Sales
Planning &
Sales MD
Secondary Production
/Boning
/Cleaning
Selection
/Packaging
Production
Planning
& Marketing
Farm Management
& QC
TLC
Veterinarian
Accounting
General Management
Inventory
Delivery
TLC: Thin-layer chromatography
The
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8. Market Environment Market Size Analysis Strengths Weaknesses
Market and Business Strategy
Market Environment
Market Size
Livestock industry : About 11 trillion (In gross of port industry is about 3 trillion 600 million. Take 2nd high possession after grain as a single item.)
Increased 63% for the last 10 years (2010 standard)
Analysis
Strengths
High products turn-over
2. Stable environment for live pigs
Offer various well-being pork brands
Weaknesses
Difficult time with supply and demand for live pig in FMD
Sell products without origin appeared
Opportunities
Reinforced for differentiated well-being pork brands
Customers have high reliability and awareness about green tea
Threats
Change of government policy
Inflow of import pork
Pork product is weighted towards belly and few selected parts
(Statistics standard : used Korea pig farming association data in 2010 for a reference)
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9. Possess core employment in each field Combine computerization
Market and Business Strategy
Business Strategy
Products
Health, safety, clean green tea pork
Best environment – Fresh Air, Clean Water, Green Field
Best quality – Safety systemization build + HACCP
Officially approved quality certification – geographical indication registered, HACCP, J mark certified
Possess core employment in each field
Management, planning, marketing
Combine computerization
Build info system for real-name production
Effective produce, inventory, sales, store management
Financial
Possessed specialty for fund plan and manage ability
Planning ability
Develop item to strength seasonal sale
Secure a supply and demand prepare competitor
Sales / Marketing
Invest with motive for sales by offer incentive
Reinforce effective supply manage and competitive price
Reinforce specialty knowledge through getting education of livestock products frequently
The
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10. Marketing/Sales Point
Market and Business Strategy
Business Strategy
Brand/ BI
Nok Ya Don
Product
Domestic pork (Green tea pork)
Spain (Rodriguez), Mexico (Keken)
Concept
Well-being pork distribution
Fresh Well-being & Green tea pork
Local (domestic) fresh brand
Price Strategy
Various affordable price range
Mid~low prices per different part
Major Distributor
Lotte Mart / Home Plus
Marketing/Sales Point
Well-being & quality pork brand
Green tea fed
The
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11. Distributor & Business Plan
Market and Business Strategy
Distributor & Business Plan
Distributor Summary & Plan
(Unit : Store / Based on : Yearly Total)
Type
Division
2013
2014
2015
2016
2017
Discounted Store
Home Plus 44 55 58 80
100
Lotte Mart 19 30 40
Lotte Super 10
Local
(W/S)
Grand Total 77
120
170
Business Plan
(Unit Thousand Dollar)
Type
Division
2013
2014
2015
2016
2017
Discounted Store
Home Plus
20,000
25,000
38,000
50,000
Lotte Mart
10,000
Lotte Super
2,000
5,000
Local
Grand Total
35,000
60,000
100,000
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12. Capacity and Marketing Plan Monthly Contracted
Market and Business Strategy
Capacity and Marketing Plan
Monthly Contracted
4,000 + &
Daily Production
300 / Day (20 Days / Month)
Target Sales Plan
2013
2014
2015
2016
2017
2018
Sales
$20 Million
$24 Million
$35 Million
$65 Million
$100 Million
$130
Million
Year
The
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13. Processing Plant Summary
Evaluation
Processing Plant Summary
Company : Jeil Meat Farm
CEO : Oh, Yong Taek
Established : May 14th, 1990
Capital : $0.5 million
Employees : 94 People
Business Field : Livestock products Processing, Domestic distribution
Catering supply Franchise & Trade
Sales : 30 Million USD (Year 2012)
Prod. Capacity : 350 Units/day (Pig)
Relation Ship : The Green House
Address : 226, yuldae, Goseong-gun, Gyeongsangnam-do, Korea
Contact (Tel) : ~ (Fax) :
The
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14. 1. Best Taste! - Best Breed + Feeds + Feeding & Management
Evaluation
Vision
1. Best Taste! - Best Breed + Feeds + Feeding & Management
Thorough management from the production to acquire the utmost tenderness, rich flavor and luxurious taste.
2. Best Environment! - Fresh air, Clean water, Green field
Best quality pork from pigs grazing in fresh air, clean water and the greenest field.
3. Best Quality! – Total Systemization+ HACCP
All of the processes in Production – Processing – Distribution – Export are systemized with low antibiotic feeds that satisfy HACCP qualification.
The
Green
House