Bbq the Korea Food Franchse Company Case Study

Singapore Global Seminar Project

- Genesis(BBQ) Case study -

2010. 12. 02

Instructor : Prof. Kim Jeong Gu

Name : Cho Hyun Woo

Jeong Hyun Jeong

Kang Seok Min

KIM SU HAK

Kyung You Seon

Lee Dong Heok

Lee Kook

Moon Yong Jin

CONTENTS

Ⅰ. introduction

Ⅱ. BBQ Analysis

Ⅲ. History & Market Environment

1. History

2. Market Environment

1) Social and culture Analysis.

2) Competitors

Ⅳ. Marketing Strategy

1. SWOT Analysis

2. STP Analysis

3. Global Strategy

Ⅴ. Singapore market Analysis

1. Singapore Overview

2. Singgapore’s Market condition

3. Food Industry

Ⅵ. Entering to Singapore

1. Why Franchise in Singapore?

2. BBQ’s Strategy in Singapore

3. The achievement of BBQ in Singapore

4. Difficulties and Success in Singapore

Ⅶ. Conclusion

Ⅰ. Introduction

This case study analyzes key success factor and global marketing strategy(especially Singapore) of Genesis BBQ Company, which has rapidly grown as a market leader in the domestic fried chicken market within the short period. The main reason Genesis BBQ Group facing the pierce competition with the global fastfood brand such as the McDonald's and KFC has been positioned as the market leader in the domestic franchise industry is to execute consistently the basic marketing principles. The first one among many key success factors is the leadership and business vision of CEO HongGeun Yoon. CEO HongGeun Yoon has the company mission, "our company does whatever consumers want.", "the success of franchisee makes the success of franchisor." and actually delivers these missions in the market. The second success factor is to use the differentiated food ingredients such as olive oil and develop the efficient logistic system. Third one is to develop the unique franchise management system based on the Korean franchise market and food culture. This factor is the core part of global marketing strategy for entering into overseas market....