[Edaily Reporter kim mi-kyung ] SamyangFoods, which has written a success story in the global market with its “Buldak Bokkeummyun,” is now leveraging data to further refine its overseas market strategy. In line with its global business expansion, the company plans to significantly strengthen the role of its Market Intelligence (MI) organization and develop it into a strategic unit that supports everything from new product development to brand strategy and global business decision-making, all based on consumer insights.

According to industry sources on the 4th, SamyangFoods(003230)has recently elevated the role of its global MI organization and is now recruiting a Global MI Team Leader to head it. Moving beyond its previous focus on market research, the organization will expand its role to support company-wide data-driven decision-making—including uncovering consumer insights, analyzing markets and competitors, new product development (NPD), and brand strategy.

The core of this organizational enhancement is the establishment of a “Global MI Center of Excellence (CoE),” which connects the headquarters (HQ) and regional headquarters (RHQ) into a single system. This specialized organization will share market data and consumer insights accumulated in each region and support the formulation of global business strategies through cross-border collaboration and knowledge sharing.

Whereas in the past, market information and consumer insights were often collected and utilized separately by country, HQ and RHQ will now operate by continuously sharing information within a single global MI framework. HQ will provide market and consumer insights applicable across multiple countries and support global strategic initiatives. RHQ will analyze regional market characteristics and consumer needs to support local business and marketing strategies.

The Global MI organization operates under the Chief Marketing Officer (CMO) and also plays a role in supporting product concept validation and consumer evaluations. It plans to actively work to strengthen brand competitiveness by providing insights on the positioning of existing products, brand messaging, and directions for product improvement. The organization’s size and additional hiring will be reviewed in phases, in line with the pace of global business expansion and organizational operational plans.

A SamyangFoods official stated, “The Global MI organization is a core unit that supports company-wide, data-driven decision-making based on insights into consumers and markets,” adding, “We plan to drive global business strategy and new product development while continuously enhancing our Global MI capabilities.”