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Abstract ▼ AI-Helper

This case describes the GENESIS BBQ"s entry strategy in Chinese market. The company, a leading franchise group in Korea, which has visioned that franchise is based on sharing happiness and wealth, runs a business model characterized by the concept of chicken university and venturing strategy researc...

This case describes the GENESIS BBQ"s entry strategy in Chinese market. The company, a leading franchise group in Korea, which has visioned that franchise is based on sharing happiness and wealth, runs a business model characterized by the concept of chicken university and venturing strategy research institute. As of 2003 BBQ advanced in chinese market by forming a joint venture named Shanghai-BBQ Limited with Hee-Mang group, which is one of largest private enterprise in China. when both the BBQ"s business model and Chinese food culture and related customs are considered, franchise system like BBQ is more likely to be effective in Chinese market than any other country. As for location hi China, Shanghai is chosen as a best city, which has an atmosphere of openness as well as high income, and so is more likely to be open to any new products and services. With the belief that Korean taste and flavor itself is the source of BBQ"s competitiveness. new services, which fit Chinese tastes and flavor are being introduced to attract customers into BBQ"s floor. With the slogan that eating out is selling the culture, BBQ is ready to advance into world wide across Chinese market.

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