Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A Case Study on the Marketing Strategy for a Take-Out Specialty Store through Analysis of Customer Informations

소비자 정보 분석을 통한 Take-out 전문점의 마케팅 전략 사례연구

  • 이소정 (연세대학교 식품영양과학 연구소) ;
  • 신서영 (연세대학교 식품영양과학 연구소) ;
  • 양일선 (연세대학교 식품영양학과) ;
  • 이명강 (카페 아모제)
  • Published : 2006.04.30
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Abstract

The purpose of this research is to develop the management strategy for a take-out specialty sore on the basis of SWOT analysis which requires analysis of internal and external environmental informations. The survey was performed in order to gather the internal and external customer informations for a take-out specialty store. The questionnaires developed were distributed to customers (N=188) and employees (N=23) at 5 take-out specialty store branches from April 25, 2002 to April 29, 2002. The statistical data analysis was completed by SPSS WIN 10.0 for descriptive analysis, factor nalaysis, and Pearson's correlation. IPA(Importance-Performance Analysis) was applied in order to identify the critical management issues which would be explained with the organization's weakness or strength. SWOT analysis was performed through identifying the organizational strength and weakness as internal environment factors and external environmental opportunity and threat as uncontrollable external factors.

Keywords

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