Korean people consider that breakfast is important, McDonald launched new menus, McMorning, in 2007 to target a niche market. This market indicates a market for those who don’t have breakfast. McMorning set sells after opening a store until 11a.m. Some chains which run 24hours sell this menu from 4a.m to 11a.m.
‘English mac muffin set’ is the basic menu of Macmorning. It consists of Engl
market size, based on top 8 companies’ sales, is about 4,191 억원 which is 12.1% increase compared to the last year, 2002.
Whereas fast food market is in maturing stage, family restaurant market is yet in growing stage.
Steak & Salad
For family & friends
Localized dishes
Abundance with luxury
Steak, bushman bread & sweet potato
Targeted women in their 20s~30s
Outstanding service
The Korean Fast-Food industry
There is tremendous growth in the Korean fast food industry which was help by the development of the Korean Economy. However due to the Asian financial crisis of 1997 the industry was also badly hit with revenues declining by 25%. It wasn't until two years later that the industry slowly started recovering again.
Korean fast food market scale is about one point 3 t
Tremendous growth in Korean Fast Food industry
→ revenues decline →recover again.
Korean fast food market has already reached
mature stage.
Due to the slow growth level,
family restaurant moved away
from expanding in Seoul.
Outback Steak house starts adding
large-scale stores.
Other brands introduced “new”
brands to draw attention.
Strengths i
- people who interested in environment-friendly,
well-being, cultural food and diet
- people who want to eat food as much as desired
* Purchase-behavioral segmentation
- people who spend environment-friendly,
well-being things much
Salad Bar
Customer Suggested Menu
Korean Style Steak
Well-being trend menu
-By trend of Well-being, New Salad and seafood menu
This article was posted in 2003. In 6 years, many things have been changed around the world and especially Korea is changing in very fast pace. Now, in 2009, fast-food industries are doing very good. Existing fast food firms targeted wide range of people and they made various menu. They considered of target markets’ concerns such as health, lifestyle, age, preferences and etc. If somebody want
1-3. Global Marketing Strategy: International Menu
As you know, McDonald’s has built the world famous fast food franchise restaurant and as an international strategy, it has various menus according to the country’s culture or religion.
India
ⓜ Hamburgers do not contain beef meat or pork meat because of Hinduism and Muslim, thus chicken and lamb are the major ingredients for patties.
market economy and capitalism, exists this industry will survive and grow continuously due to its’ role in our society.
[Figure 1] Market size & Growth rate of U.S. retail industry
estimates
Narrowing down in detail, we are going to focus on environment of retailer industry and the Costco in their domestic market (U.S. market). According to below [Figure 1], retail industry as a whole, ha
of Korean food
Korean food is often cooked chef’s guess. So, market expending is very difficult. Because each store has different chef and food taste will be different. Bulgogibrothers is introduction franchise restaurant method in order to standardization of cook, service, and store management so they make manual mode. Bulgogibrothers seek effective management style in Korean food.
markets, aided the object-economy into stabilization as well. On the last quarter of 2008 which recorded a drop in GDP growth turned back to a positive growth of 0.1% on the first quarter of this year. Composite Leading Indicator and index of mining and manufacturing industrial product has shown to be rising again for the past three months.
However, optimism for the recovery of the economic stat