history
In Modern era, Korean Kim bap came from Japan.
Today, in Korea, there are so many kinds of kimbap.
Especially, Korean likes Chung-Mu-Kim-bap from Tong Young
at first. Tong Young located in the south of Korea. It is hot
in Tong Young, so Kimbap goes bad too early. A woman named
Lee Do-Ik made special Kimbap which separately rolled
rice with dried laver (called Gim in Korean).
1. Executive Summary
Lotteria had launched RICE BURGER twice –in 1999 and 2003. Regardless of thorough marketing research, Rice Burger failed to survive in the market both times. The sales rate was inconsistent, and there was an unfavorable product image of rice and burgers being combined. Also, it was uneasy to eat and make. However, according to the surveys done by Lotteria, the people
to know about the past of Korea. For instance, North and South American tourists asked me about how Joseon dynasty could last for over five hundred years. European visitors wanted to know that Korea still has the royal family members. Asian tourists were curious about why all the name plaques are in traditional Chinese characters though Koreans use the Korean alphabet, Hangeul. African visitors a
to find out the relationship between the underlying cause and effect. The diagram below displays seven underlying causes of the symptom.
After categorizing the 4Ps of the underlying causes, we set marketing questions regarding these causes.
• Product : How can we satisfy customer’s taste with menu?
• Price : What is competitive price of menu?
• Place : What is the best
“한식은 무궁무진한 가능성을 가진 아이템”
한식에 대한 외국인들에 반응은 대부분 긍정적이었다. 영국에서 푸드스타일리스트로 활동하는 로저씨는 “한식은 기본적으로 야채를 사용하는데, 같은 야채재료라도 고추장, 된장 소스 등 한국만의 발효식품을 만나면 전혀 다른 맛이 난다”며 “한국