전주비빔밥 기업분석 및 마케팅전략

소개글

`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.
※ 이자료는 발표용 자료인 pptx(office 2007)파일 입니다.

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

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.
비빔밥은 남녀노소 누구나 즐기는 음식이며, 갈수록 서구화되는 생활습관과 식생활로 생기는 부작용인 비만과 각종 성인병의 위험에서 우리 몸을 구해줄 well-being 푸드 로 다가오고 있다. 패스트푸드에 대한 불신과 트렌TM지 방함유 식품에 대한 불만이 점점 커지고 있는 상황에서 맛과 영향을 함께 얻을 수 있는 비빔밥이 각광을 받고 있는 것이다. 이제 비빔밥은 well-being을 선호하는 추세속에서 한식의 세계화로 발돋움하기에 가장 적합한 우리의 음식인 된 것이다. 또한 표준화된 맛과 신속한 서비스의 제공이 가능하다는 장점도 있다. 이젠 비빔밥도 차별화되고 전문화되어, 전통의 비빔밥과 모던함의 현대적인 요소와의 만남으로 미국의 외식시장에서 비빔밥을 알림과 동시에 대한민국을 알리고자 한다.
여러 음식문화가 공유화되고 있고, 웰빙푸드가 각광받고 있는 이러한 환경속에서, 정부가 한국 전통음식으로 장려하고, 각종 몸에 좋은 야채들은 듬뿍넣은 비빔밥은 웰빙푸드로 제격! 성인비만율, 성인병의 비율이 높게 나타나고 있는 미국에 진출하는 것을 구상해기로 한다.

<중 략>

-장기방향

1)한국전통 비빔밥의 맛과 멋, 서비스의 계승 발전.

2)전통 전주비빔밥의 매뉴얼 화 및 차별화.

3)전주 전통 비빔밥의 세계화.(미국, 일본, 유럽, 중국 진출)

4) 국내 우수브랜드로 성장 국가발전에 기여.

5) 국내-100개, 해외-30개 점포 목표.

- 발전방향

1) 다양한 고객층 흡수를 위한 점포 Concept 개발.

2) 과학적, 현대적인 매뉴얼 관리.

3) 중앙식재 공급을 통한 원가 절감.

4) 체계적인 위생관리.

5) 차원 높은 서비스, 차별화.

6) 다양한 신 메뉴 개발을 통한 고객지향 메뉴 concept 개발.

참고 자료

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