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분야
pptxEnvironmental
Scanning
Competitor
SWOT Analysis
STP
4P
Conclusion
Reduced consumption of rice
Rice cake encouragement policy
Economical
Increase of income, changed level of consumption
Likely to pay subsidiary foods
in addition to staple foods
Tech-nological
Managing sanitation system for production and selling plan
Development of new kind of Tteok: Retort Tteok
Competition
Same type Business
-Existence of Rice cake franchise
-Nearly 10 franchises
Coffee shop
-Localization: Sell Tteok and poprice
Socio-cultural
Well-being trends
-Nutritious, fresh and less calorie foods
Opposition towards fast foods
The interests of traditional food
Need for place to spend time with luxurious atmosphere
-Comfort atmosphere, sweet music with tea and snack
Competitor Analysis
1. bizen(빚은)
-Traditional Korean thing plus modern cafe mood
-Selling same product
-Aiming same customer
-First group dealing with rice cake
-Many franchise store
2. Coffee shop
-Starbucks, Angel in us coffee, Coffee bean, etc.
-Selling different product but aiming same customer
-Famous, familiar than rice cake cafe
-Stereotype of cafe
-Young people prefer western culture to Korean
SWOT Analysis
Strength
Traditional Interior
Nutritious Ingredient
Unique Food (Tteok) →Differentiation
Weakness
Low Brand Name Recognition
Considerable Starting Expenditure
Opportunity
Physiology of Customer (needs=unique)
Well-being Trend
Location (In-sa dong)
Substitute for meal
Changed appearances→ Attracttion
Threat
Existing café & Restaurant
Young People’s Stereotype about Tradition
Labor cost
Segmentation
Geographic
One of the busy streets
Represent old culture and tradition
Famous for meeting place
Demographic
Age group-Young adult(20-30’s)
-Singles, couples, families
-Consider health important: Lighter, healthier, natural foods
-Tend to experience new thing
Income
Income-> Buying power
Psychographic
Lifestyle
-Get old things back: Interests in traditional food and health
-Well-being trend Emphasis on sanitation and safe foods
