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전주비빔밥 기업분석 및 마케팅전략

저작시기 2011.02 |등록일 2011.01.28 한글파일한글 (hwp) | 40페이지 | 가격 2,500원

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`한국의 문화를 대표하는 전주비빔밥을 가지고 미국으로의 운영을 확장한다면` 이라는 가정하에 환경분석과 마케팅전략을 중점으로 다루었습니다. 이 기업의 주체는 한국에서 실제 존재하는 (주)전주비빔밥 이라는 기업이 운영을 확장한다는 가정하에 많은 자료가 수집이 되었고 향후 방향까지 모색해 보았던 터라 아주 많은 내용을 포함하고 있습니다. 상세한 개괄적인 내용의 추측은 목차를 참고하십시요. 열심히 한터라 과제점수 A+을 받은 자료 입니다.
기업사례분석 혹은 글로벌경영환경과 마케팅관리(혹은 원론) 공부의 일환으로 참고하셔도 좋습니다.

목차

Ⅰ. 서론
1.선정배경 ············································································································· 1
2.기업소개 ············································································································· 1

Ⅱ. 본론
1. 환경 분석··········································································································· 5
1) 거시환경 분석 ···························································································· 5
(1) 사회적 환경 ······························································································ 5
(2) 정치/법적 환경 ······················································································ 6
(3) 경제적 환경 ······························································································ 8
(4) 문화(식습관) ·························································································· 12
(5) 자연생태계환경 ··················································································· 17
2) 미시환경 분석 ················· ········································································ 20
(1) 시장환경 ···································································································· 20
(2) 소비자분석 ······························································································ 22
(3) 경쟁자분석 ······························································································ 27
2. 마케팅 전략 ····································································································30
1) 사업수준전략 : STP ·············································································· 30
(1) 시장세분화(Segmentation) ··························································· 30
(2) 목표시장선정(targeting) ····································································31
(3) 포지셔닝(Positioning) ······································································· 31
2) 제품수준전략 : 7P ·················································································· 32
(1) 제품(Product) ························································································· 32
(2) 가격(Price) ·································································································33
(3) 유통(Place) ································································································33
(4) 촉진(Promotion) ····················································································· 33
(5) 사람(Participants) ················································································· 34
(6) 과정(Process of service assembly) ········································ 35
(7) 물적 증가(Physical evidence) ······················································35

Ⅲ. 결론
1. 향후계획 및 전망························································································· 36

본문내용

1.선정배경
식문화의 국경이 허물어지고 있고, 음식의 글로벌화가 이루어지고 있고, 이미 상당부분이 이루어져있다. 각 나라의 전통음식은 한 나라를 상징함과 동시에 다양한 문화의 음식들이 만나 퓨전음식들을 선보이기도 한다. 다시 말해, 우리의 식탁은 이미 세계화가 되었다는 의미이다. 이런 여러 문화가 공존하는 세계화의 시대에 비빔밥은 한식문화를 대표하는 정부가 장려하는 음식이 되었다. 카레처럼 소스를 얹어 먹는 음식을 제외한다면, 세계 어느 나라도 비빔밥처럼 먹는 형태는 없다. "간단하게 비빔밥 한 그릇 하지 뭐"라고 하지만 비빔밥처럼 정성을 요하는 음식이 없을 것이다. 7가지에서 20가지 채소와 견과류를 각각의 방법에 따라 조리하여 준비하며, 똑같이 어느 정도 간이 적당히 맞아야 전체적인 맛의 조화를 이룬다. 이토록 공들여 만들어진 비빔밥은 어울림의 문화를 가장 잘 나타내는 음식이자 가장 한국적인 음식으로 뽑기도 한다.

<중 략>

스스로 판단인들에결정있다고이지만 우선은공할LA지역에 진출교두보로 삼는 것이 좋다고 생각된다. 한인촌을 비롯하여 한인교포들이 많이 사는 지역이고 특히 다민족이 사는 지역이라 배타성도 다른 지역에 비해 덜하다고 생각된다. 이 지역에 진출하여 초기에는 교포들과 미국인을 고객으로 삼고 이교포점차 주 고객대상을 미국인으로 삼는 전략을 세우는 것이 좋다 생각된다. 교포 3세 이교는 외형상에서만 같은 한인이지 사고방식이나 식성공할라이프스타일은 미국인과 같기 때문이다.
또 하나의 중요 거점인 지역은 뉴욕이다. 이 지역은 경제활동과 관련된 사업이 집중되어 있고 사무실이 밀집된 경향이 있어 충분하리라 생각된다. 우리 음식의 우수성을 세계에 널리 알리고 다른 음식 못지않은 맛과 영양을 가지고 있다는 인식을 세계 전역에 인식시켜서 사람들에게 한국에 대한 좋은 이미지를 심어주었으면 하는 바램을 가져본다.
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