마케팅전략 아웃백 스테이크하우스 전략분석(영문)

마케팅전략 아웃백 스테이크하우스 전략분석(영문) [마케팅전략] 아웃백 스테이크하우스 전략분석(영문).doc 목차 1.0 Executive Summary 2.0 Customer Analysis 3.0 Competitor Analysis 4.0 Market Analysis 5.0 Environmental Analysis 6.0 Internal Analysis 7.0 Recommendations 8.0 Appendices 7.1 Power Point Slides 본문 Executive summary This report has been prepared from an analysis of Outback Steakhouse in Korea to provide strategic analysis of the company and view of the external and internal aspects within family restaurant industry. This report reflects the external and internal factors of the company including the customer, competitors, market and internal analysis. This report is prepared as a course requirement at KUBS marketing strategy. The market trend shows the competition in the industry is heavy, especially among the big four, outback, VIPS, T.G.I.F and Bennigans. Outback is leading the market with the highest number of the restaurants and sales record. However the threat of competitors and substitutes present a significant concern for Outback including the fast growth rate of seafood and Chinese restaurant chains. Companies are now focusing on the level of service and quality of the product as well we developing new menus to meet the customer preference and trend which is moving towards healthy diet and well being. Based on the SWOT analysis provided in the report, it is recommended that: •Outback develops employee training programs targeting shor-term contract employees to improve level of service. •Outback develops new menus to offer to the customer preference and market trend including -Salad bar -Seafood menu -Low calorie menu -Take out menus •Outback reinforces brand recall / awareness -Marketing campaign on membership card and discount programs -Time discounts -Brunch offer •Outback utilizes new sales channels / point of sale to increase its sales -Home shopping -Supermarkets 본문내용 report has been prepared from an analysis of Outback Steakhouse in Korea to provide strategic analysis of the company and view of the external and internal aspects within family restaurant industry. This report reflects the external and internal factors of the company including the customer, competitors, market and internal analysis. This report is prepared as a course requirement at KUBS marketin 참고문헌 Web-sites Barancik, Scott. Outbacks Seoul mate. St. Petersburg Times. 9 Sept. 2005 http://www.sptimes.com/2005/09/25/Business/Outback_s_Seoul_mate.shtml Insight Korea, Ltd. 2004 Trend in Food. 2005. Electronic. KDI. KDI Economic Outlook 2007 - Second Half . Korea Development Institute. 10 Oct. 2007 http://www.kdi.re.kr/kdi_eng/trends/quarterly.jsp Turner, Kiley. New Ipsos International Survey Shows Americans In League Of Their Own When It ComesTo Eating Out And Eating On The Run. Ispos. 11 Apr. 2005 http://www.ipsos-na.com/news/pressrelease.cfm?id=2625 Yim, Jong-yong. Long and steady: Koreas economic recovery. Gateway to Korea. Ministry of Finance and Economy . 5 Aug. 2005 http://www.korea.net/News/news/NewsView.asp?serial_no=20070803018&part=111&SearchDay= “Why Outback is successful in Korea”, Ohmynews, 31 Feb 2006. http://www.ohmynews.com/NWS_Web/View/at_pg.aspx?CNTN_CD=A0000307969 “Outback Steakhouse maintains its 1st place for the last 4 years”, JO