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Lotteria's Global Competitiveness and Marketing Strategy in Europe vs. McDonald's

Explore Lotteria's success in Asia and its potential to compete with McDonald's in Europe, including market analysis, consumer behavior, and targeted marketing strategies. Discover if Lotteria could thrive in European markets.

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Lotteria's Global Competitiveness and Marketing Strategy in Europe vs. McDonald's

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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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