체인 레스토랑 (식당경영) SNS 마케팅 경영전략 사례 분석, 문제점 및 미래전략 제안 - 영어(English)

소개

미국 Buffalo Wild Wings (한국의 BBQ치킨 카페와 비슷)의 현재 문제분석 및 미래전략 수립에 관해 발표형식이 아닌 PPT 보고서 형식의 자료입니다.
미국 MBA 대학원 경영전략케이스 수업에서 제출한 자료이며, 최종 A+ 받은 보고서입니다.
참고하셔서 좋은 결과 있기를 바랍니다 :)

목차

Introduction: Facebook allows customers to interact with BWW MP’s brand and enjoy more wings and beers

Current Social Media Strategy Analysis

Weakness 1: Current Facebook Account lacks useful information and has limited promotional reach
Weakness 2: Ignoring disappointed customers results in lost sales and loyal customers

Competitor Analysis 1: Other players are already building strong customer relationships through Facebook
Competitor Analysis 2: Facebook allows frequent advertising at minimal costs

Recommendation 1: Respond to customer comments to build stronger customer relationships
Recommendation 2: Launch a hashtag photo contest to drive further promotion and customer engagement

Conclusion: Facebook is the perfect channel to build customer loyalty as a powerful competitive advantage

본문내용

Introduction
: Facebook allows customers to interact with BWW MP’s brand and enjoy more wings and beers

BWW MP has two main goals for Facebook:
1. Customer relations
2. Promotion

BWW MP’s Target Market: Sports enthusiasts age 18-658
Facebook has the most online American adult users from age

참고자료

· MacDonald, Steven. “Why Customer Complaints Are Good For Your Business.” SuperOffice. 9 October 2015. Web. 26 March 2016. http://www.superoffice.com/blog/customer-complaints-good-for-business/
· Ibid
· Garcia, Wiggins. “The Path of Effects from Customer Value and Satisfaction to Customer Lifetime Value – Evidence from Banking Industry in Taiwan.” Academy of Marketing. Web. 27 March 2016. https://marketing.conference-services.net/resources/327/2342/pdf/AM2011_0373.pdf
· Sorenson, Susan, and Amy Adkins. “Why Customer Engagement Matters So Much.” Gallup. 22 July 2014. Web. 22 March 2016. http://www.gallup.com/businessjournal/172637/why-customer-engagement-matters.aspx
· Duggan, Maeve. “The Demographics of Social Media Users.” PewResearchCenter. 19 August 2015. Web. 27 March 2016. http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
· “Facebook marketing case study: Buffalo Wild Wings.” LiveWorld. 24 November 2010. Web. 25 March 2016. http://www.liveworld.com/facebook-marketing-case-study-buffalo-wild-wings/
· Duggan, Maeve. “The Demographics of Social Media Users.” PewResearchCenter. 19 August 2015. Web. 27 March 2016. http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
· “Buffalo Wild Wings SWOT Analysis, USP & Competitors.” MbaSkool. ___. Web. 23 March 2016. http://www.mbaskool.com/brandguide/food-and-beverages/9946-buffalo-wild-wings.html
· “The Myth of Social Media.” Gallup. February 2013. Web. 26 March 2016. http://online.wsj.com/public/resources/documents/sac_report_11_socialmedia_061114.pdf
· “100 Customer Service Statistics You Need to Know.” InsightSquad. 22 April 2015. Web. 26 March 2016. http://www.insightsquared.com/2015/04/100-customer-service-statistics-you-need-to-know/
· MacDonald, Steven. “Why Customer Complaints Are Good For Your Business.” SuperOffice. 9 October 2015. Web. 26 March 2016. http://www.superoffice.com/blog/customer-complaints-good-for-business/
· Garcia, Wiggins. “The Path of Effects from Customer Value and Satisfaction to Customer Lifetime Value – Evidence from Banking Industry in Taiwan.” Academy of Marketing. Web. 27 March 2016. https://marketing.conference-services.net/resources/327/2342/pdf/AM2011_0373.pdf
· “Social Media Use by Buffalo Wild Wings.” Interview by Jiehwan Yang. 18 March 2016.
· Hinckley, Dan. “New Study: Data Reveals 67% of Consumers are Influenced by Online Reviews.” MOZ. 2 September 2015. Web. 24 March 2016. https://moz.com/blog/new-data-reveals-67-of-consumers-are-influenced-by-online-reviews
· Sorenson, Susan, and Amy Adkins. “Why Customer Engagement Matters So Much.” Gallup. 22 July 2014. Web. 22 March 2016. http://www.gallup.com/businessjournal/172637/why-customer-engagement-matters.aspx
· “100 Customer Service Statistics You Need to Know.” InsightSquad. 22 April 2015. Web. 26 March 2016. http://www.insightsquared.com/2015/04/100-customer-service-statistics-you-need-to-know/