마케팅- 등록
마케팅- 등록
마케팅-
마케팅-
Marketing Plan for Panda Express
Contents
Overview of Panda Express
Mission Statement
Internal Analysis
SWOT / Portfolio of Current Products
Situational Analysis
STP / Competitive Analysis
Marketing Strategy
4P Mix
Overview of Panda Express
Since 1983
Fast Casual Restaurant Chain Serving American Chinese Cuisine
1317 Restaurants
No MSG
Higher Paid
Mission Statement
"Deliver exceptional Asian dining experiences
by building an organization
where people are inspired to better their lives"
Internal Analysis - SWOT
- Provide a quick ordering system
- Sleek and clean interior
- Convenient take-out
- In a variety of foods able to be
eaten at once
Strength
Weakness
Opportunity
Threat
-Food containing artificial flavor
-Poor packaging
-Distribution chains only in certain
areas
-Originating in the raw material
supply problems
- Differentiated not on the
domestic Chinese restaurant
buffet
Koreans have not tasted a lot
of the menu
- Open 24 hours
- Competing with low-cost
strategy
- Falling levels of food quality
- Demanding tastes of Koreans
Width of the Product Mix
Rice
&Noodles
Veggies
Chicken
Chicken breast
Beef
Pork
Shrimp
Appetizers
Soup
Sauces
&Cookies
Beverage
Depth
of the
Product
Lines
Chow Mein
Eggplant
& Tofu
Black Pepper Chicken
Pineapple Chicken Breast
Beijing Beef
BBQ Pork
Crispy Shrimp
Chicken Egg Roll
Egg Flower Soup
Mandarin Sauce
Pepsi
Fried Rice
Mixed Veggies
(Side)
Broccoli Chicken
String Bean Chicken Breast
Broccoli Beef
Sweet & Sour Pork
Honey Walnut Shrimp
Chicken Potsticker
Hot & Sour Soup
Potsticker Sauce
Diet Pepsi
Steamed Rice
Mixed Veggies
(Entree)
Kung Pao Chicken
SweetFire Chicken Breast
Mongolian Beef
Kung Pao Shrimp
Cream Cheese Rangoon
Sweet & Sour Sauce
Sierra Mist
Mandarin Chicken
Thai Cashew Chicken Breast
Tangy Shrimp
Veggie Spring Roll
Fortune Cookies
Dr.Pepper
Mushroom Chicken
Mountain Dew
Orange Chicken
Brisk Raspberry Tea
Pineapple Chicken
SOBE Pink Lemonade
Potato Chicken
Tropicana Lemonade
String Bean Chicken
Brisk Green Tea Punch
Sweet & Sour Chicken
Mug Root Beer
Portfolio of Current Products
STP - Segmentation
Businessmen
University Students
Neighborhood
STP - Targeting
Concentrate on
businessmen and businesswomen
STP - Positioning
24 hours delivery
Variety of foods at once
Unique Chinese food
Competitive Analysis ? Hansot’s SWOT
Strength
Weakness
Opportunity
Threat
- Variety of menu and price
Systematic delivery
system
Delivery only available at
specific time
Put delivery system for
weekend
Increased customer’s
preference for lunch
box’s convenience
Establish of surrounding
restaurants
Product Strategy
”Product strategy begins with a strat
자료출처 : http://www.ALLReport.co.kr/search/Detail.asp?pk=11058376&sid=sanghyun7776&key=
[문서정보]
문서분량 : 25 Page
파일종류 : PPT 파일
자료제목 : 마케팅-
파일이름 : 마케팅-.ppt
키워드 : 마케팅
자료No(pk) : 11058376
마케팅-
마케팅-
Marketing Plan for Panda Express
Contents
Overview of Panda Express
Mission Statement
Internal Analysis
SWOT / Portfolio of Current Products
Situational Analysis
STP / Competitive Analysis
Marketing Strategy
4P Mix
Overview of Panda Express
Since 1983
Fast Casual Restaurant Chain Serving American Chinese Cuisine
1317 Restaurants
No MSG
Higher Paid
Mission Statement
"Deliver exceptional Asian dining experiences
by building an organization
where people are inspired to better their lives"
Internal Analysis - SWOT
- Provide a quick ordering system
- Sleek and clean interior
- Convenient take-out
- In a variety of foods able to be
eaten at once
Strength
Weakness
Opportunity
Threat
-Food containing artificial flavor
-Poor packaging
-Distribution chains only in certain
areas
-Originating in the raw material
supply problems
- Differentiated not on the
domestic Chinese restaurant
buffet
Koreans have not tasted a lot
of the menu
- Open 24 hours
- Competing with low-cost
strategy
- Falling levels of food quality
- Demanding tastes of Koreans
Width of the Product Mix
Rice
&Noodles
Veggies
Chicken
Chicken breast
Beef
Pork
Shrimp
Appetizers
Soup
Sauces
&Cookies
Beverage
Depth
of the
Product
Lines
Chow Mein
Eggplant
& Tofu
Black Pepper Chicken
Pineapple Chicken Breast
Beijing Beef
BBQ Pork
Crispy Shrimp
Chicken Egg Roll
Egg Flower Soup
Mandarin Sauce
Pepsi
Fried Rice
Mixed Veggies
(Side)
Broccoli Chicken
String Bean Chicken Breast
Broccoli Beef
Sweet & Sour Pork
Honey Walnut Shrimp
Chicken Potsticker
Hot & Sour Soup
Potsticker Sauce
Diet Pepsi
Steamed Rice
Mixed Veggies
(Entree)
Kung Pao Chicken
SweetFire Chicken Breast
Mongolian Beef
Kung Pao Shrimp
Cream Cheese Rangoon
Sweet & Sour Sauce
Sierra Mist
Mandarin Chicken
Thai Cashew Chicken Breast
Tangy Shrimp
Veggie Spring Roll
Fortune Cookies
Dr.Pepper
Mushroom Chicken
Mountain Dew
Orange Chicken
Brisk Raspberry Tea
Pineapple Chicken
SOBE Pink Lemonade
Potato Chicken
Tropicana Lemonade
String Bean Chicken
Brisk Green Tea Punch
Sweet & Sour Chicken
Mug Root Beer
Portfolio of Current Products
STP - Segmentation
Businessmen
University Students
Neighborhood
STP - Targeting
Concentrate on
businessmen and businesswomen
STP - Positioning
24 hours delivery
Variety of foods at once
Unique Chinese food
Competitive Analysis ? Hansot’s SWOT
Strength
Weakness
Opportunity
Threat
- Variety of menu and price
Systematic delivery
system
Delivery only available at
specific time
Put delivery system for
weekend
Increased customer’s
preference for lunch
box’s convenience
Establish of surrounding
restaurants
Product Strategy
”Product strategy begins with a strat
자료출처 : http://www.ALLReport.co.kr/search/Detail.asp?pk=11058376&sid=sanghyun7776&key=
[문서정보]
문서분량 : 25 Page
파일종류 : PPT 파일
자료제목 : 마케팅-
파일이름 : 마케팅-.ppt
키워드 : 마케팅
자료No(pk) : 11058376
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