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Presentation 3 Lotteria Daehong 22 Nov Maria

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Presentation 3 Lotteria Daehong 22 Nov Maria
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Subject:
Global competitiveness of Lotteria and its global strategy vs. Mc Donalds

By:
Maria van Hooijdonk
The Netherlands
2011/11/24

Content
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•
•
•
•
•

What is Lotteria: facts and image
Lotteria vs. Mc Donalds
Competition in Europe
Consumer behavior in Europe
Would it work?
Marketing strategy

Content
•
•
•
•
•
•

What is Lotteria: facts and image
Lotteria vs. Mc Donalds
Competition in Europe
Consumer behavior in Europe
Would it work?
Marketing strategy

What is Lotteria?
The place where all customers feel affection 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 Lotteria?
The place where all customers feel affection and emotion
• Branches in Japan, South-Korea, China, Taiwan and
Vietnam
A 45 pmore than 900 stores
In South-Korea: e •
•

rcent m arket s
(comp
ared to TGIF hare in
Lotteria: Lotteria, Angel-in-us,
2001
20.1 p ercent McDo for nalindustry d's) Leader of the domestic fast food
Source
:

www.w ikiped ia.com

What is Lotteria?
The place where all customers feel affection 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

• Full of well-being trend menus suiting modern people’s tastes, 24h service and drive-through stores.
Source: www.lotteria.com

How does Lotteria feel?
Image

The place where all customers feel affection and emotion

Survey among 33 people in Korea (K & F)

1. Fast
2. Modern interior
3. Welcoming
4. Relaxed
5. 11 said: the quality is so so
6. 9: no obvious feelings

Lotteria vs. Mc Donalds
European view
(25: ages between 14 and 65)

Lotteria
Convenient
Cosy
Colorful/ modern
Delicious
Big
Red

A 45 percent market share in 2001; compared to 20.1 percent for McDonald's
* Quality of
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