분야
doc2. Competitor and Customer Satisfaction Analysis
3. Comprehensive Analysis Based on the Criteria of Malcom Baldrige National Quality Award (MBNQA)
4. Systems Thinking Archetypes
5. Summary of Problems
6. Recommendations
Young-Cheol Burger is a very special place among the Korea University students. Since it had been opened as a street stall at Anam-dong by 2000, Young-Cheol burger has known for its unique taste and fresh ingredients, as well as a favorable and generous character of the owner, Young-Cheol Lee. He keeps trying to keep track of his customers who change rapidly developing new menu all the time and also donates 20 million won every year for a scholarship of Korea Univ. students. He recently opened other store at Shinsul-dong in 2008, which has more up-scale menu than Anam store and works toward more like café. Young-Cheol Lee wants to expend its target customer base and eventually shift his brand value to upper level. The main question here is ‘Does Young-Cheol burger manages its quality of products and service that are capable of moving up next level?’ We will measure the company’s current performance using the criteria of Malcolm Baldrige Award for a systems approach to improvement and sharing quality and performance improvement strategies.
2. Competitor and Customer Satisfaction Analysis
Young-Cheol Burger is currently in a competing situation in terms of outstanding competitors around their stores and demanding customers who are able to make a variety of choices among the increasing number of burger brands. Compared to five years ago, many of burger brand shops have entered into the burger market around Korea University. Before checking out how Young-Cheol burger has been doing so far, we analyze conditions of competitors and customers to find out how Young-Cheol burger should deal with the external changes and keep up with varying needs of their existing and potential customers. We conducted this research by the customers’ satisfaction questionnaire aimed to all visitors of Young-Cheol burger and competing burger shops and visit & Obervation.
(1) Competitor Analysis
We consider narrowing down the competitors of Young-Cheol Burger into three promising burger brand store such as Bareun Sangwhal (바른생활), Issac toast (이삭 토스트), and Murphy’s Burger which have competitiveness in each menu and keep retaining many of regular customers over the time. They are commonly having the average number of customers at least 100 customers as the managers told. Also, they have the representative menus which they are making main profits from. In addition, they all have beverage menus and some of them have promotion events asides from the main competence.
1) Bareun Sanghwal (바른생활)
Location: In front of the building, a college of Economics and Political science
Open in 2005
Franchising shop - one of 66 franchising shops in Korea
- Total Quality Management: Consistently managed process
and quality within corporate level
- Scale of Economy: managing and delivering ingredients everyday from the head quarter, pricing commonly as a low price strategy.
Menu and price – 10 kinds of Burgers & 9 Kinds of Sandwiches
: From 1,000 won to 3,000 won.
- 25 kinds of beverage (including soft drinks, fruit juice, café)
: From 500 won to 2,000
Main characteristics
– Low price and pursuit of well-being: using rye bread for all menu
2) Issac Toast (이삭토스트)
Location: In front of Exit 2 of Anam subway station, considered as a Landmark
Open in 2005
Franchising shop – one of the 500 franchising shops in Korea
- Self supply of ingredients
- Only delivering recipes of all menus for franchising shops
Menu and price – 31 kinds of Toast, 20 kinds of Sandwiches
: From 1,500 won to 3,500 won
-7 kinds of fresh fruit juice (all 2,000 won)
- Regularly launching new menu in a monthly basis
: Seasonal menu and pocket sandwiches with ice cream.
Main Characteristics – Mainly focused specialty : Toast
3) Murphy’s Burger
Location: In front of the gate around College of Medical
Open in 2008: Attracting the existing customers of Young-Cheol
by free soft drink and better quality of burgers and hotdogs
Local burger brand of Anam : Mainly focusing on Chicago
style of burgers and hotdogs.
Menus and Price – 6 kinds of burgers, 5 kinds of hotdogs,
and 11 kinds of Sandwiches : from 1,500 won to 4,900 won
- Similar quality of “Kraze Burger”: even the price is less than quarter of Kraze Burger’s.
Main characteristics: Pursuit of slow food : Cooking after ordering
- Longer lead time but maximizing customer satisfaction in terms of price and taste
- The most emerging local burger shops around Anam these days
- Main competitive brand against Young-Cheol burger.
(2) Customer Satisfaction Analysis
We conducted customer questionnaire to figure out customers’ Satisfaction in terms of quality in process, output and physical circumstance of Young-Cheol Burger,
