Situation Analysis
TGI introduction
First open in 1992, celebrated the 20th anniversary of the family restaurant
The first foreign brand that adopt family restaurant management technique
It made a boom in the foodservice industry with differentiated service,
WOM(word of mouth) and so on.
They lead the foodservice industry without any advertising campaign
as a Market developer
3. Situational analysis of Heineken
○ 4P Analysis
Product
Heineken is defined to be a product as a collection of physical, psychological and symbolic attributes that collectively yield satisfaction, or benefits, to a buyer or user. Taste and quality of Heineken never change wherever users enjoy in the world. Heineken which presents in all over the world has the same as the original beer
Cable TV broadcasting has sustainly grown since it operated there are 14.2milliion member. Like this, it is firmly located in fee-charging
Multi channel service now.
As increasing the number of members, the ads costs is sharply increasing.
The size of ads market reached about 700billion won.
There are two main reason the demand for cable TV ad is growing dramatically
1.It is possible t
새로운 ‘무엇’이 필요
당사의 대표 브랜드로 자리매김 할수 있는 브랜드
기존 청량음료와의 차별성
- 브랜드이름과 패캐지의 차이가 아닌
확실한 물성적 차이 필요
조기 시장 정착을 위한 사회적 이슈 거리
Well being – 나의 건강
Lohas – 친환경적인 미래
↓
Generation B – 첨단기술
1. Leisure as Big Business
Changing demographics
11th largest industry profits in 2006
Annual revenues of over $100 billion
Triad—amusement, entertainment, recreation leisure activities
Entertainment content—live performances (theatre, musical concerts), interactive experiences (recreation, amusement parks, travel, gaming) and media (m