'Lotteria' How to survive?

I always have a question why 'Lotteria' is still survied in the fast food market. I really hate the 'Lotteria' since when I was young. The iamge of 'Lotteria' was just cheap fast food restaurant and a follower of foreign fast food restaurant such as Mcdonald. Its interior used red color and is similar to Burger king's. However, 'Lotteria' was just use 'red' and unfashionable in contrast to the burger king which has a unique style and concept. Even though I didn't know the difference of quality or taste of burger, I do not choose 'Lotteria' but another fast food restaurant. So far, t was just my idea and feeling about 'Lotteria'. I want to know the real situation or position of Lotteria in the fast food market.

I searched the news about Lotteria, and I am really surprised that Lotteria occupied great positon in Korea. Amazingly, Mecdonald does not a market leader in the fast food market and the first company is Lotteria which occupied a market share over 40% in Korea. the reason of this high market share of Lotteria is the advantage of prior occupation. And also, Lotteria tried to make a new taste burger for Korean such as a Rice burger, a Bulgogi burger and a Kimchi burger. I didn't like that kinds of burger but it is true that those effort must have helped its success.

Nowadays, Lotteria is trying to survive in a tight competition of fast food market. First of all, they compete with a burger price of other fast food restaurant. For example, they have to drop the price of burger set menu to survive as McDonald come out a promotion which supply a hamburger with a cheaper price. Furthermore, they are changing an interior. I think this is the most important point in the marketing because the interior means the image of restaurant. These days there are so many fancy and cheap restaurants in Korea unlike 10 years ago in Korea as Lotteria opened. In this situation, Lotteria needs more luxurious and modern image and then have to make a certain unique stlye to survive. For instance, in Hongdae, they renovate an interior with a famous artist. As you see the picture, they change the restaurant like a cafe which make people feel comfortable, luxurious and trandy.

Any kinds of restauraunt always must try to catch up a recent trand and style. Lotteria would not survived in the future if they have no change. It means the marketing always have to be active for good until the company exist.

http://k.daum.net/qna/view.html?boardid=QMB002&qid=0B9y5&q=%B7%D4%B5%A5%B8%AE%BE%C6+%B8%B6%C4%C9%C6%C3&srchid=NKS0B9y5
http://www.simonsearch.co.kr/story?at=view&azi=31621&srchid=BRDBBS6mJg0

http://www.e-today.co.kr/200707/news/newsview.php?TM=news&SM=0101&idxno=162350

20600171 - 4th entry

LG to Sponsor Snowboard World Cup

          LG electronics is planning to sponsor the International Ski Federation's Snowboard World Cup for the 2008-2009 season. The reason for the sponsorship is to show LG's effort to market young and enthusiastic events and teams. Compared to Samsung's marketing strategy, which values classic and high-profile events or established teams, LG targets younger generations by supporting such events.

          According to the article, the head of LG's Global Brand Marketing team explains that the sponsorship "...fits well with our image as a company that takes on new challenges to create electronics that are stylish, innovative and in tune with our customers' needs" (BusinessWeek).
The world cup will be held in 22 cities in 16 countries between September and next March, and LG assumes that all the broadcasting media around the world would show LG's logo on athletes' uniforms, billboard signs, and product experience booths that would open during the event.

          LG's been sponsoring many other sporting events to show how interested they are on such energetic events that are similar to their marketing strategies as a enthusiastic challenger in the market. When Samsung has been supporting Chelsea Football Club, which is one of most famous teams in the English football league, placed 2nd, LG's been sponsoring Fulham from the leage.

          In my opinon, since LG is doing its best to appeal their brand by supporting such events, it inspired me to see a big picture even at the fields that seem like nothing to do with what I'm concerning about. When I first saw the article, I was wondering why LG is sponsoring for Snowboarding World Cup that is nothing to do with electronics, but as I found out that it's to show their interests in such events as part of their marketing strategy, I was very surprised how marketing strategy can be differed for each time.

Reference;
http://koreatimes.co.kr/www/news/biz/2008/04/123_21972.html

20601008 - 4th Entry

Recruiting strategy: Find a precious stone

I read a article about recruiting. But it's not about interviewees but interviewers. In Korea, there are many people to find job. You might think that recruiting is only the problem of job seekers. But actually, it's a big deal to employers. Even though many people submit resume to company, there are few people qualified. To find talented candidates, they distributes e-mails and sometime tack a notice to the internet websites. But these traditional ways cannot attaract competitive candidates.
Generally speaking, jop candidates are essentially passive. If we contain the employed candidates, the possibility that candidates are passive even more bigger. And most of the cases, many talented candidates are already employed. Then, how we recruit talented candidates if we start a new business? When we consider the way to attract people to our company, we first think the rewards. And sometimes we convince that higher salary can attract the most talented candidates. But this assumination is wrong. Though a company gives high salary than any other company, they cannot have confidence in recruiting talented people. As I said top of the journal, people are essentially passive. On the contrary, making the rewards outweigh the risks. The real attractiveness to jop seekers is something like an atmosphere and expansion possibilities... etc.
Then how we can attract candidates at first? The article said personalization. If we distribute the ads of recruting, it can be seen as a kitschy company. Accordingly, when we prepare job recruiting we have to investigate candidates beforehand. Secondly, we have to distribute ads to that candidates. Through this process we can pick out talented employees.
I think now Korea companie have to prepare recruiting carefully. In outward appearance, Korea is already a advanced country. Though, this time is beneficial to employers, but the other day Korea companies have trouble with finding talented candidates.

20700067 entry 4

reference: http://www.businessweek.com/managing/content/mar2008/ca20080325_344901.htm?chan=careers_managing+index+page_top+stories

Gap Internaionals.

Gap international corporation,advertised it's product in a number of ways. I knew that each of the three main brands, has it's own marketing team headquartered in the SanFrancisco Bay Area. Marketing team created anything from TV,Print,Outdoor-Ad to Internet.

Tv-ad were aired the US,UK,Canada,Japan.Actually,they spent ad during the prime-time program. (eg, CSI,Friends,NBC etc.) Also, they print ads appeared about 40 international magazine, which include( Instyle, GQ, Vogue etc.) These activity also appeared in major newspaper. Many people saw the ads,because of their efforts.

How ever, I feel so bad, Gap pop-up ads and banners appreard on various popular pages, such as yahoo.com and Popular websites. Pop-up ads, was sometimes comfusing. These activity were negative feedback to Gap international.

You knows,Gap internationals contained website like (gapbody.com gapkids.com,etc.) These web site's designs are very simple and well-organized categories. Gap corportion's these efforts are satisfied Customer's desire and needs .

20300780 entry-4