[국제경영]본 비빔밥 미국진출 글로벌마케팅 전략 (영문)

소개

본 비빔밥 미국진출 마케팅 전략

목차

1. About Bibimbob
① Well-being Food
② Foreigners high degree of satisfaction on Bibimbob
③ Easy to standardize

2. Bon Company Introduction

3. Why choose U.S.A.
① Market Size
② Profitability
③ Accessibility
④ Bridgehead of global advance

4. Master plan of Bon Bibimbob`s expansion into US

5. Competitive analysis

6. STP analysis

7. Marketing Plan (4P)

8. SWOT Analysis

9. Solution based on SWOT

10. Future Plan

본문내용

Success of entry at eastern America of Bon Bibimbab and success of joint venture with Sizzler at western America have market saturation at last. Therefore, we try to find new type of restaurant and to preoccupy a niche market which we did not get into.

First, Take-out Service and New shaped Market

We have sold our foods at a restaurant but we need to add something more for customers. It is take-out service like Starbucks do. Manhattan where our first restaurant is located is the busiest place in the world and people who are working there also busy. We pay attention to these circumstances. We know eating our Bibimbab does not need to lots of time but we need to our foods to be shortened than it.
The new restaurant size must be smaller than before because take-outservice does not need to have big place. In addition, New market needs to be located no high price place. It only needs comfortable place where is close to the road. The small size market and its location can help cost for new building market.

Second, Using Convenience Store

The Gimbab which is selling at convenience stores and which shapes like triangle is very well known to Asian people but most European and American do not know well about it. So we will make thatkind of product mix with rice, other seasoned vegetables and some added special sauces.

참고자료

· The Strategy for Globalizing Traditional Korean Food, Kang Hyung-Nam