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베니건스에 대해 조사한 자료 입니다.
SWOP, 4P, STP, 경쟁사 등의 내용을 담고있습니다.
제출용 자료로 깔끔하게 정리했습니다.

목차

1. Rise & Fall of Bennigan’s
1.1 Rise of Bennigan’s
1.1.1 History
1.1.2 4Ps – Product, Price, Place, Promotion
1.1.3 STP- Segmentation, Targeting, Positioning
1.1.4 SWOT- Strength, Weakness, Opportunity, Threat
1.1.5 Bennigan’s International marketing
1.2 Fall of Bennigan’s
1.2.1 Failure in managing value chain
1.2.2 Misunderstanding of changing customers preference
1.2.3 Economic crisis

2. Competitor
2.1 Comparison between Olive Garden and Bennigan’s
2.2 T.G.I Friday’s
2.3 Outback Steakhouse

3. What about Korean Bennigan’s?
3.1. Franchising Skills
3.2 Well-being marketing
3.3 Farmer’s Bennigan’s
3.4 Market O’s with Bennigan’s Korea.

4. Future & Prospect
5. Reference

본문내용

1. Rise & Fall of Bennigan’s
1.1 Rise of Bennigan’s
1.1.1 History
In 1976 Bennigan’s was first established in Atlanta, Georgia by Norman E. Brinker. Norman E. Brinker was not only managing Bennigan’s. He also led an exodus of senior management from S&A. So basically he had experience in management. With his experienced management, Bennigan’s grew through out the Untied States, opening over 100 stores. Then Bennigan’s began to think and started to use frozen food because they were easier to cook fast. They also started to use lower grades of steaks and kept the price the same in order to make more profit. Of course it worked and they enjoyed the maximizing profits they made. Then in the 1995 Bennigan’s finally entered South Korea. Being a huge success, Bennigan’s expanded through out Korea as well. But in 2008 Bennigan’s went into bankruptcy and closed down more than 100 stores excluding the franchised stores. But in Korea, there are over 20 Bennigan’s still up and running successfully. And most recently, in May, 2009, a new CEO for Bennigan’s had made promises to get Bennigan’s back up and running. We have yet to see progress.

참고 자료

 http://www.bennigans.com/
 http://www.restaurantnewsresource.com/index.php
 http://www.outbackstakehouse.com/
 http://www.tgifridays.com/
 http://www.olivegarden.com/
 http://article.joins.com/article/article.asp?total_id=3243166
 http://magazine.joins.com/economist/article_view.asp?aid=276979
 http://magazine.joins.com/monthly/article_view.asp?aid=275363
 http://cbs2chicago.com/local/bennigans.restaurant.shutdown.2.782428.html
 http://www.hankyung.com/news/app/newsview.php?aid=2007093055211&sid=010502&nid=000&ltype=1
 외식산업론 = Food service industry 장상태 / 두남출판 / 2007
 (New) 외식산업 실무론 = Food industrial management / 강병남 지음, 지구문화사, 2008
 (사례로 배우는) 외식경영 = Cases in restaurant management / 김우곤 저, 學現社, 2000
 contact with Bennigan’s marketing manager