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.
1. Introduction
(1) Introduction to the topic
Koreans have enjoyed drinking coffee steadily. The market breadth of coffee is getting bigger and bigger, and the report of Dong suh Food researcher says the consumption of it is about 232 hundred million ninety two million cups a year.
Also the coffee house composes the largest part of the market, although it has relatively short history
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
Ⅰ. The reason of our choice
ⅰ. Situation of Koreanmarket
As you can see in this graph, Korean chicken market is already red ocean. The franchise number of chicken companies is decreasing except start-up companies. So, we decided to enter the overseas market.
ⅱ. Advertisement Strategy
We decided to make Super Junior to advertise our product. According to Balance Theory, a pe
market: Almost Monopoly (∵ no kitchenware has high-end design of prestigious designers like Alessi’s)
2. Pricing Objectives
As Alessi is in entering stage in Koreanmarket, the most crucial objective is Market Share. It needs to take price that can help its positioning as brand for high-class.
3. Estimating Demand and Revenue
-Demand: Potential demand seems to be high considering th
Marketing strategies are focused on Makgeolli
Competitors’
marketing activities
& Ambiguous positioning
Alcohol Market
Low degree
liquor market
is growing
Makgeolli Market
Dramatically
Increased
Dramatically
Increased
Concern about health
Developed brewing skills
Korean Wave in Japan
Popularity of Low degree liquor
Support by government
House Wife 1 (2%)
⑥ Other 1 (2%)
3. What is your age range?
① Between 17~19 range 2 (4%)
② Between 20~22 range 35 (70%)
③ Between 23~25 range 5 (10%)
④ Between 25~28 range 5 (10%)
⑤ Between 29~30 range or over 1 (2%)
⑥ 40 or over 2 (4%)
4. An image you perceive when you think of Natuur?
① Naturalistic 27 (54%)
② Fresh 6 (12%)
③ High quality 6 (12%)
④ Do not
on government intervention in the real estate market, which regulates and controls the selling price of apartments, which hindered construction companies from developing products that correspond to the needs of the demand side. More then anything, the demander side also was too intent on satisfying the housing insufficiency problem, leaving less space for them to seek variation in the products.
quoted as saying, "It has been a long time since a union supported a trade agreement" and thus the administration hopes for a "big, broad bipartisan vote" in the U.S. Congress in 2011. At the time of its December 2010 announcement, the White House also published a collection of statements from a wide range of elected officials (Democrats and Republicans), business leaders, and advocacy groups
market. According to the interview and questionnaire, it is not difficult to find that there is a common prejudice about wearing underclothes that they always give people a rustic and old-fashioned image. Partly because of Korean tradition, lots of people have formed the thoughts that underclothes are for grandparents and it is really shameful to be noticed by others that the person is wearing th