[영문판]애슐리마케팅전략,애슐리분석,패밀리레스토랑분석,Ashley’s

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[영문판]애슐리마케팅전략,애슐리분석,패밀리레스토랑분석,Ashley’s

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본문내용

Ranking of the Korean Family Restaurants
2010.09.09
Reference : Brandstock http://www.brandstock.co.kr/webdoc/app/doc.php?menu_name=bt_1&view_flag=Y&title_id=25&type_id=020&term_flag=D&term_date=20100909


Introduction of Ashley
Ashley
Classic
Ashley
W(Double-You)
Reference : Ashley homepage http://www.myashley.co.kr/
Ashley
TOGO

Existing Consumer Demographics

Existing Brand Positioning
"The Korean buffet(salad bar) restaurant for woman`s tastes."
- concept : The comfortable house that anyone can enjoy some fresh & varied salad, and grill food at a reasonable price.
Reference : Our survey & websites of each brands

Results of Our Survey

Results of Our Survey

Our New Targeting & Positioning

Our New Targeting & Positioning

Strength
- Low Prices
- Distribution Channel
through E-Land Group
(Ex. 2001 Outlets)
- General + Salad bar Style
- 3 Different Types of Store(Classic, Double You, TOGO)
Weakness
- Low Awareness
- Approachability of Stores
- Too Feminine Style Interior
- Insufficiency of Discount programs
-
Opportunity
- Popularization of Family Restaurants
- Increasing Eating-out Population
Threat
- Increasing Family Restaurants

참고 자료

김병욱 , 2008, 1등을 뛰어넘은 2등전략, 좋은책만들기
손영석 & 나운봉, 2006, 브랜드 STP전략론, 비.앤.엠.북스
Lamb et al., 2009, Essentials of Marketing, 6th edn, SOUTH-WESTERN CENGAGE Learning

<Web Page>
Brandstock
http://www.brandstock.co.kr/webdoc/app/doc.php?menu_name=bt_2&view_flag=Y&title_id=25&type_id=020&term_flag=D&term_date=20101119
Ashley homepage
http://www.myashley.co.kr/
E-LAND homepage
http://www.eland.co.kr/
FINANCIAL NEWS
http://www.fnnews.com/view?ra=Sent1001m_View&corp=fnnews&arcid=0922130593&cDateYear=2010&cDateMonth=10&cDateDay=31
E-DAILY
http://www.edaily.co.kr/news/NewsRead.edy?SCD=DC14&newsid=01774486592904960&DCD=A00204&OutLnkChk=Y
http://www.edaily.co.kr/news/NewsRead.edy?SCD=DC14&newsid=02233686589919176&DCD=A00204&OutLnkChk=Y