How Outback Steakhouse penetrated into Korean market?
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경영학 마케팅 원론 영강수업에 발표한 자료입니다.총 9장으로 구성되어있고, 아웃백스테이크 하우스의
한국시장 마케팅 전략을 마케팅 환경을 중심으로
분석한 레포트입니다.
목차
How Outback Steakhouse penetrated into Korean market?Contents
Part Ⅰ. How Outback Steakhouse started its business in Korean market?
Section Ⅰ. The market environment in 1990s
Section Ⅱ. The target customers in initial stage
Part Ⅱ. Changes in marketing environment
Section Ⅰ. Changes in microenvironment
Section Ⅱ. Changes in macroenvironment
Part Ⅲ. Prospect of Korea restaurant business market and Outback Steakhouse
Part Ⅳ. Summary Conclusion
본문내용
Part Ⅰ. How Outback Steakhouse started its business in Korean market?Before beginning with marketing strategy of Outback Steakhouse, we need to know about basic information of Outback Steak House. This company, Outback Steak House, is established in 1987 iovided high quality of meal and drinks. Now, it has around 820 stores all around the world. As a multinational company, it considered that Korean market had a high potential, and finally opened its first store in Korea in 1997.
Section Ⅰ. The market environment in 1990s
From early 1990s, there were a number of changes in Korea society. Among the changes, some affected in a various way to Korean market. Those are changes in economic environments, technological environments and political environments. First of all, scale of Korean economy reached the certain level which is called GDP $10,000. With high income level, many people wanted to experience something different from Korean culture including food, clothes, and house. Secondly, media such as TV and Internet helped people to know and understand easily about foreign culture. Thus, more and more people started understanding western culture. Thirdly, Korean government changed the business environment in terms of regulation and laws to attract more foreign investments. This changed business environment gave more opportunities to many foreign investors and companies who wanted to run its business in Korea.
참고 자료
Websiteswww.outback.co.kr
www.ncsi.or.kr
www.foodbank.co.kr
www.thinkfood.co.kr
www.foodservice.co.kr
www.brandstock.co.kr
www.ohmynews.com
Textbook
Philip Kotler, Gary Armstrong (2007), “Principles of Marketing 12th edition”, Pearson Education
Burns, Alvin C. and Ronald F. Bush (2006), “Marketing Research, 5thtion”, Pearson Education
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