BENIKEA’s background
What is BENIKEA
BENIKEA, which stands for “the Best Night in Korea” is Korea’s first-ever mid-low priced tourist hotel brand. BENIKEA means Korea’s best hotel that offers the very best in rest and relaxation.
With the support of the Ministry of Culture, Sports, and Tourism(MCST), Korea Tourism Organization(KTO) has pushed through with a project promoting BENIKE
Rice, Steak등을 추가시킨 Kraze Diner(크라제 다이너)를 선보이면서 보다 다양화된 메뉴로 고객들을 찾아가게 된다. 1998년 오픈이후 지금까지 크라제버거는 Quality Standard, Service Standard, Customer Satisfaction에 중점을 두고 이를 실천해 왔다. 매장에 크게 나붙어 있는 ‘NO MICROWAVE. NO CAN OPENERS. NO MSG’라는 슬로건은
places,
and surrounded by six subway stations
= Many Foreigners and Tourist!
_Korean tradional dishes
_Two types of dishes
_Premium menus
_Ingredients are choosable
_Makgeolli Cocktail
_Take out is available
_Higher than typical bibim-bap \7000~9000
_Main dishes are expensive \19000~\32000
_Extra charges for extra toppings and sources \1000
_Extra charges for more rice
culture and feeling like European cafés where intellectual interchanges between intellectuals and artists is active. Caffebene as the premium coffee brand is carrying out various kinds of cultural works and volunteering works for helping world coffee farms to establish a health café culture. Caffebene as the first European style café brand is building the best partnership amo
rice level is as high as the city was ranked as city of the world best price from 2006 to 2008.
-‘Dosirak’ of 한국 야쿠르트 is peerless with cup ramen in Russia.
-They can eat conveniently everywhere.
Russia is freezing climate so a warm soup is match well.
-To suit Russian taste, ‘Dosirak’ has less hot taste than Korean ramen and has various taste. (pork / beef / chicken
rice wine market share
3. To make a profit approximately 45,000million in rice wine market.
4. To obtain the rice wine export revenue to China 12,000 million won
4. Situation Analysis
4-1. SWOT analysis
Strength Weakness
* High technical skills
: High quality of fermentation technology.
* Becoming bigger and modernization of the industry.
* Priority of marketing skills, awareness,
culture norrow target market
-> weak so ju
-> target to woman and man who not familiar with soju.
t alkali return water stability verification
there is unconditional competitor
->need to differentiation marketing narrow target market
-> encroachment possibility
Chamisul can also perform marketing which is targeting the senior(old people)-according to the development of medic
1. The Great Chain of Being Metaphor
(Christian explanation of hierarchical structure of being from God to the lowest non-being)
-> Dung recognized as filthy thing in
human being’s conceptual frame
2. Rich Image Metaphor
(Low abstraction, low systematicity of mapping, importance of cultural knowledge, conventionality)
->Dung is used in many words which contain negative images in
rice wine companies.
Tactic: low proof soju for women, and relatively high proof soju for 50’s. Rice wine company emphasizes that rice wine is good for health. Traditional wine’s price are getting low as a way of generalizing
Weakness: Nowadays other soju companies use so much expenses to advertising. Rice wine has short distribution period because it is made from fermented rice.
R
Rice, steak등을 추가한 크라제다이너(Kraze Diner)를 선보여 더욱 다양한 메뉴를 갖추고 고객에게 다가갔다. 1998년 이후 크라제버거는 고급화, 고객만족, 서비스에 중점을 두고 이를 실천하고, 지켜왔다. 매장에 크게 붙어 있는 ‘NO MICROWAVE. NO CAN OPENERS. NO MSG’라는 슬로건은 전자레인지, 냉동 패티, 통조림식