[성공사례분석] 총각네 야채가게 분석(영문)

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2009.07.23 / 2019.12.24
10페이지 / doc (MS워드 2003이하)
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추천 연관자료

목차: Introduction
Description of the success
Customer Analysis
Competitor Analysis
Market Analysis
Environmental Analysis
Internal Analysis
Conclusion
Reference

본문내용: Introduction

As the society develops and people are having a more qualitative life their concern is turning towards well-being. People are now willing to increase the quality of their clothing, shelter, food, and etc. Maybe this trend has become intense especially in food. The rationale behind this is the tragic events and scandals related with food, such as the Melanin pigment scandal and mad cow disease. These cases make people be shocked and mistrusted about food. They are becoming even more concerned and sometimes terrified about the food they buy and eat. Their interest and demand toward superior and guaranteed quality of food is rapidly increasing. Therefore, our team has selected our subject according to this interest and current issues. Our subject, the “Chonggak’s Grocery store” deals organic grocery and fishery products that are only in superior quality. This company is the first and currently best specific franchise grocery store in Korea. The “Chonggak’s Grocery store” has been established by a young man in 1998. It has first started in DaeChi-dong and through constant expansion it now has thirty five branches all over Seoul and Kyunggi city. Mr. Lim who is planning manager in Chonggake’s said that their sales are 40billion won and customers who visited Dachi store are six to eight hundred persons in every day.
Mr. Lee, the CEO of “Chonggak’s Grocery store” focused on the housewives who will be their main customers. When Mr. Lee first started business as truck seller, he thinks how to make customer. One episode is that he tries to use monkey to sell banana. What a novel idea it is! The word “Chonggak” which means a young unmarried man, gives a nice impression and also a fresh image conveying passion and speed. It worked out be a great attraction. Besides the name of the store, Mr. Lee himself is a seriously hard worker. He gets up at 2 A.M. every morning and has an early breakfast making sure he has a discriminating palate rather than a poor sense of taste just trying to fulfill his hunger. Then he goes to the Grand Agro-fishery food market, “Garak-market” to stock in the products for the day’s sale. When he buys products, He eats all products himself with his knife. So he called a sword man in the market. It takes him almost seven or eight hours to finish picking the products with the best quality. After his assortment the products are sent to each store and gets ready to be sold. The company use motorcycles and mini trucks to deliver their products. They elaborately deliver even one package. The greatest concern of “Chonggak’s Grocery store” is the quality and they always exchange the products if the costumer feels dissatisfied. Therefore, “Chonggak’s Grocery store” has built an image that they have the most superior quality of groceries. As they got the image they have moved on to making the image work as a franchise. Obviously, the trust toward a franchise store is stronger than other ordinary grocery stores. Moreover, Mr. Lee and his subordinates continuously put effort to maintain and also reinforce the trust and guarantee that influences their customers. These are stories about “Chonggak’s”. My team is going to explain that why they are success through customer, competitor, market, environmental, and internal analysis.

Description of the success

Before analyzing Chonggaks’, we are describing how they are success. Everybody takes the initiative and sets an example for each other. Whether they are the employer or the employee everyone throws themselves in any kind of work with enthusiasm, even with the parking guidance. They can continuously work without getting exhausted because they enjoy the work they do. They say that joy lays another joy and if work is not joyful then their life can’t be joyful too. It is virtue cycle ring. This cycle is called “fun cycle”. According to one customer, as well as, this company provide quick delivery service and trustworthy product.
<Figure 1 Fun Cycle>
Other factors of success are introduced below.
• Chose best one strategy – best taste, best speed.
• Small business scope – they had great idea and did not globally, acted locally in local area.
• Own taste development – through the help of expert from every sort of fruit, they learned best taste method of every single fruit.
• Special ownership – Mr. Lee allowed his company member with passion to take ownership after teaching business know-how.
• Local market leader – they decided to become market leader only in local area, not in global market.
• Right marketing strategy for right product – Mr. Lee did not pick up good strategies of LG food shops nor did not chose those of other big companies’ strategies. Passion, joy and speed are their speed.
• He focused buying and selling strategy only for small groups of customers.
• Mr. Lee is providing good motivation to young people, especially to 2

참고문헌: - Survey 20 customers and interview with
- Interview with Mr. Lim

- www.naver.com
- www.google.com
- www.chonggakne.com
- www.seri.org
- www.lgeri.com
- www.korcham.net
- www.at.or.kr
- www.kamis.co.kr

김영한, 이영석, “총각네야채가게”, 거름출판사, 2003

차기현 기자, “총각네 야채가게, 종합 슈퍼마켓 ‘변신’”, 한국경제 2007-03-21

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