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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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Presentation Transcript
slide1

WELCOME

Subject:Global competitiveness of Lotteria and itsglobalstrategy vs. Mc Donalds

By:

Maria van Hooijdonk

The Netherlands

2011/11/24

content
Content
  • What is Lotteria: facts and image
  • Lotteria vs. Mc Donalds
  • Competition in Europe
  • Consumerbehavior in Europe
  • Woulditwork?
  • Marketing strategy
content1
Content
  • What is Lotteria: facts and image
  • Lotteria vs. Mc Donalds
  • Competition in Europe
  • Consumerbehavior in Europe
  • Woulditwork?
  • Marketing strategy
what is lotteria
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

what is lotteria1
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

what is lotteria2
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

how does lotteria feel image
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

slide8

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

slide9

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

slide11

Competition inEurope

TheNetherlands & Belgium

1. Mc Donalds

KFC

Burger King

slide12

Competition inEurope

TheNetherlands & Belgium

2. SnackbarFriettent/ frietkot

Chain: BigSnack

slide13

Competition inEurope

TheNetherlands & Belgium

2. SnackbarFriettent/ frietkot

Chain: BigSnack

slide14

Competition inEurope

TheNetherlands & Belgium

2. SnackbarFriettent/ frietkot

Chain: BigSnack

slide15

Competition inEurope

TheNetherlands & Belgium

2. SnackbarFriettent/ frietkot

Chain: BigSnack

slide16

Competition inEurope

TheNetherlands & Belgium

2. SnackbarFriettent/ frietkot

Chain: BigSnack

Frikandel

Broodje Kroket

slide17

Competition inEurope

France

1. Mc Donalds

2. Self-baking

3. Healthyfood

slide18

Competition inEurope

UK & Germany

  • Mc Donalds
  • Burger King/ KFC

UK: 3. self-baking

4. Subway

Germany: 3. sausages

slide19

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
slide20

Consumer behavior in Europe

France

  • Eager, curious,
  • Open
  • Long and gooddinners
  • Priceminded
slide21

Consumer behavior in Europe

United Kingdom

  • Likefastfood
  • Money is notan issue
  • Family
  • In the cities: carreers
  • Easy dinners
  • Beer
slide22

Consumer behavior in Europe

Germany

  • Open
  • Verypriceminded
  • Fasteaters
  • Likemeat
  • Salt
  • Beer
slide23

Would it work in

Europe?

Onlywhencompletelyadjusted to eachcountriesconsumersneeds, wants, habits

Is itstillLotteria?

slide25

Marketing strategy

  • How to getarousel and visits?

2. How to let peoplecome back aftersatisfyingtheircuriosity?

slide26

Marketing strategy

  • How to getarousel and visits?

2. How to let peoplecome back aftersatisfyingtheircuriosity?

Clearand humorouscommunication &

emotion!

slide27

Marketing strategy

Let the targetgroupknowthatyou

understandthem and their wants

throughcommunication

Billboards, posters, ‘personal’ invites withinformation

slide28

Marketing strategy

Surveys:

Lotterialóókscosy and modern butdoesn’tféél..

“What the farmer does notknow, he does noteat”

slide29

Marketing strategy

Combine USPslikeprice, localfood,

atmosphere, 24h service, drive-through

‘What the farmer does notknow, he

does noteat’

Throughtown..

slide30

Marketing strategy

Combine USPslikeprice, localfood,

atmosphere, 24h service, drive-through

‘What the farmer does notknow, he

does noteat’

slide31

Marketing strategy

The place where all customersfeelaffection & emotion

EXPERIENCE

thank you very much
Thankyouverymuch!

Questions & discussion