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WELCOME

WELCOME. Subject: Global competitiveness of Lotteria and its global strategy vs. Mc Donalds B y : Maria van Hooijdonk The Netherlands 2011/11/24. Content. What is Lotteria : facts and image Lotteria vs. Mc Donalds Competition in Europe Consumer behavior in Europe

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WELCOME

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  1. WELCOME Subject:Global competitiveness of Lotteria and itsglobalstrategy vs. Mc Donalds By: Maria van Hooijdonk The Netherlands 2011/11/24

  2. Content • What is Lotteria: facts and image • Lotteria vs. Mc Donalds • Competition in Europe • Consumerbehavior in Europe • Woulditwork? • Marketing strategy

  3. Content • What is Lotteria: facts and image • Lotteria vs. Mc Donalds • Competition in Europe • Consumerbehavior in Europe • Woulditwork? • Marketing strategy

  4. What is Lotteria? The place where all customersfeelaffection and emotion • Branches in Japan, South-Korea, China, Taiwan and Vietnam In South-Korea: more than 900 stores • Lotteria: Lotteria, Angel-in-us, TGIF • Leader of the domestic fast food industry in Korea Source: www.lotteria.com

  5. What is Lotteria? The place where all customersfeelaffection and emotion • Branches in Japan, South-Korea, China, Taiwan and Vietnam In South-Korea: more than 900 stores • Lotteria: Lotteria, Angel-in-us, TGIF • Leader of the domesticfastfoodindustry A45 percent market share in 2001 (compared to 20.1 percent for McDonald's) Source: www.wikipedia.com

  6. What is Lotteria? The place where all customersfeelaffection and emotion • Branches in Japan, South-Korea, China, Taiwan and Vietnam In South-Korea: more than 900 stores • Lotteria: Lotteria, Angel-in-us, TGIF • Leader of the domesticfastfoodindustry • Full of well-being trend menussuiting modern people’stastes, 24h service and drive-through stores. Source: www.lotteria.com

  7. How does Lotteriafeel?Image The place where all customersfeelaffection and emotion Surveyamong 33 people in Korea (K & F) 1. Fast 2. Modern interior 3. Welcoming 4. Relaxed 5. 11 said: the quality is soso 6. 9: noobviousfeelings

  8. Lotteria vs. Mc DonaldsEuropean view(25: ages between 14 and 65) A 45 percent market share in 2001; compared to 20.1 percent for McDonald's * Quality of Lotteria s unknownbythem

  9. Lotteria vs. Mc DonaldsEuropean view(25: ages between 14 and 65) A 45 percent market share in 2001; compared to 20.1 percent for McDonald's * Quality of Lotteria is unknownbythem

  10. Lotteria vs. Mc Donalds

  11. Competition inEurope TheNetherlands & Belgium 1. Mc Donalds KFC Burger King

  12. Competition inEurope TheNetherlands & Belgium 2. SnackbarFriettent/ frietkot Chain: BigSnack

  13. Competition inEurope TheNetherlands & Belgium 2. SnackbarFriettent/ frietkot Chain: BigSnack

  14. Competition inEurope TheNetherlands & Belgium 2. SnackbarFriettent/ frietkot Chain: BigSnack

  15. Competition inEurope TheNetherlands & Belgium 2. SnackbarFriettent/ frietkot Chain: BigSnack

  16. Competition inEurope TheNetherlands & Belgium 2. SnackbarFriettent/ frietkot Chain: BigSnack Frikandel Broodje Kroket

  17. Competition inEurope France 1. Mc Donalds 2. Self-baking 3. Healthyfood

  18. Competition inEurope UK & Germany • Mc Donalds • Burger King/ KFC UK: 3. self-baking 4. Subway Germany: 3. sausages

  19. Consumer behavior in Europe The Netherlands & Belgium • “What the farmer does not know, he does not eat” • Take-out • Priceminded • Lazy • Pattriotism • Habits • Location • Salt

  20. Consumer behavior in Europe France • Eager, curious, • Open • Long and gooddinners • Priceminded

  21. Consumer behavior in Europe United Kingdom • Likefastfood • Money is notan issue • Family • In the cities: carreers • Easy dinners • Beer

  22. Consumer behavior in Europe Germany • Open • Verypriceminded • Fasteaters • Likemeat • Salt • Beer

  23. Would it work in Europe? Onlywhencompletelyadjusted to eachcountriesconsumersneeds, wants, habits Is itstillLotteria?

  24. Marketing strategy !

  25. Marketing strategy • How to getarousel and visits? 2. How to let peoplecome back aftersatisfyingtheircuriosity?

  26. Marketing strategy • How to getarousel and visits? 2. How to let peoplecome back aftersatisfyingtheircuriosity? Clearand humorouscommunication & emotion!

  27. Marketing strategy Let the targetgroupknowthatyou understandthem and their wants throughcommunication Billboards, posters, ‘personal’ invites withinformation

  28. Marketing strategy Surveys: Lotterialóókscosy and modern butdoesn’tféél.. “What the farmer does notknow, he does noteat”

  29. Marketing strategy Combine USPslikeprice, localfood, atmosphere, 24h service, drive-through ‘What the farmer does notknow, he does noteat’ Throughtown..

  30. Marketing strategy Combine USPslikeprice, localfood, atmosphere, 24h service, drive-through ‘What the farmer does notknow, he does noteat’

  31. Marketing strategy The place where all customersfeelaffection & emotion EXPERIENCE

  32. Thankyouverymuch! Questions & discussion

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