Burger King’s Failure and Return in Japan (일본에서의 버거킹 실패 사례)
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다운로드
장바구니
소개글
영문으로 작성된 일본에서 실패한 버거킹의 현지화 전략에 대한 마케팅 과제 보고서입니다.목차
1. Situational Summary2. Backgrounds of its Business Establishment in Japan
1) Market Saturation in the U.S.
2) Economic growth in Japan
3) Following after its Rival- McDonald`s in Japan
3. Reasons for its Failure in Japan
1) Wrong Timing - Beginning of "Lost Decade" and Market Competition
2) Lack of Localization Strategies - Menu and Price
3) Absence of Marketing Coordination with Supports of the Headquarter
4. Lessons from Failure - its Return in Japan
본문내용
1. Situational SummaryThe Burger King Corporation (Burger King Corp.), the world’s second-largest hamburger chain, announced its re-entrance in the Japanese market and reopened its shop at Nishi-shinjuku (Shinjuku i-Land) on June, 2007. It has passed about six years since it decided to withdraw its business from Japan on March, 2001. At the time, Burger King Japan suffered profit losses due to a price war with deadly rival, McDonald’s, and local companies. In this price war during Japanese economic downturn, Burger King Japan did not cut its menu price while its competitors lowered the price toward the edge of its break-even point. Also, it was misdirected by lack of localization and absence of creative and consistent marketing strategies against peers. Based on its previous lesson, Burger King Japan re-entered in market with revised marketing strategies such as localized menu.
참고 자료
The Japan Times (June 7, 2007) “Burger King stages return under new management, realities.” (http://search.japantimes.co.jp/cgi-bin/nb20070607a2.html)BNET (March 15, 2001) “Burger King pulls out of Japan, but builds more restaurants elsewhere.” (http://findarticles.com/p/articles/mi_m0DQA/is_2001_March_15/ai_73022993/pg_1?tag=artBody;col1)
The New York Times (September 23, 1993) “Company News; Burger King Opens First Restaurant in Japan” (http://query.nytimes.com/gst/fullpage.html?res=9F0CE3D61F30F930A1575AC0A965958260&scp=1&sq=burger%20king%20japan&st=cse)
JapanToday (May 17, 2007) “Return of the Whopper” (http://archive.japantoday.com/news/jp/e/tools/print.asp?content=executive&id=261)
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Guardian (September 30, 2008) “Japan’s lost decade” (http://www.guardian.co.uk/business/2008/sep/30/japan.japan)
The Securities and Exchange Commission (February 16, 2006) “Prospectus - Burger King Holdings, Inc.” Form S-1 Registration Statement Under The Securities Act of 1933, pp.1
(http://idea.sec.gov/Archives/edgar/data/1352801/000095010306000353/bk-s1.htm)
Economy Watch, “Japanese Economy” (http://www.economywatch.com/world_economy/japan/)
The Economist, “Country Data - Economic Data” (http://www.economist.com/countries/Japan/profile.cfm?folder=Profile%2DEconomic%20Data)
Fuji-keizai, Annual Report of Fast Food Industry in Japan
(https://www.fuji-keizai.co.jp/market/07058.html)