A leading Korean restaurant chain with over 1000 stores failed in its first attempt to enter the Beijing and South China markets.
East West Hospitality Group (EWHG) worked directly with the CEO and the senior management team to diagnose the key reasons for failure, and prepare for the start of company-owned stores in Beijing.
The six month project included but was not limited to:
Market Outlook and Competitive Overview
Concept Overview with Recommendations for Refinements
Key Market Entry Considerations
Operations & Human Resources Overview
Design & Brand Development Review
Marketing, PR & Sales Growth Promotion Plans
Development of Five Year Business Plan with Financial Model
Client gained a realistic assessment of their market position and the key management challenges to their existing China restaurant organization and South Korea support teams. Market entry was temporarily delayed while the company recruited more experienced local Chinese managers to ensure a successful re-introduction of the brand.