4) Main target and strength of Seorae
-Main target of Seorae
Main target of Seorae has been definitely university students since Seorae established. Most university students know about Seorae. The Seorae franchisees have something in common. That is a university town or the places are gathering a lot of university students. Many university students are emotional character and they tend to share a preference with other students. Thanks to university students of WOM, Seorae become famous without enormous marketing cost.
-Strength of Seorae
What is the secret behind Seorae’s success only Seorae has been able to achieve? Maybe Seorae has the advantage in success among BBQ restaurant in a university town.
The first reason is taste and smell. Taste of Seorae doesn’t high quality but the food Seorae absolutely captivated the taste university students as popular taste. As person walk by, the smell of roasting meat stimulates the sense of smell. Smell long remain in our mind and this is fresh marketing strategy
The second reason is low price. Party of the guy’s set out membership training right after we finish meeting. He had to buying something because he was late departure. He decide to buy skirt meat but the price of a butcher shop was high compared to the price of Seorae. Of course a quality different between the butcher shop and the Seorae. But we think that university students have a light purse, the low price is important factor.
The last reason is product creativity. A few years ago, person thinks that Samgyeup-sal is only pork. Samgyeup-sal is fat meat caused adult disease but the consumption of samgyup-sal doesn’t decrease. On the contrary, kalmaegi-sal, a skirt meat is low fat and high-protein meat. So woman prefer to this low calorie meat. Actually, we could see women who eat a skirt meat in Seorae. Seorae is best example about going along the current trends.
5) ETC
-traffic
In 3minutes on foot from the Hoegi station, `the head office of Seorae is placed. There is also a bus station to KHU and HUFS. It means that there are many passing people and it is easy to access to Seorae. Actually, about 140 thousand people take advantage of Hoegi station by Seoul Metro’s research.
-population
Hoegi-dong has a population of 12053, a generation of 5576. (Population census of Seoul in 2009). In addition, there is more population in target that KHU and HUFS’s students nearly 20,000, those don’t live in Hoegi-dong but also are main target of Seorae.
-possibility of development
Now, about 200~450 people take advantage of Seorae on average of 110~130 tables daily. Seorae is popular in students mainly. Seorae has many branches in the surrounding of university, it is possible to expand their business for ever.
-possibility of fall in competition.
In marketing’s rules, there is a rule that is called ‘Leader’s rule’. Leader’s rule is the rule means ‘first enter, most profitable’. Now, because of Seorae’s big hit, there are emerging many similar other organizations which have similar menu and etc. But we think they won’t threat Seorae’s position. For example, in Shin-chon, Seorae is full of customers when compared with other similar restraint. It means that if Seorae do their best to keep their strengths: like cleanliness, development of new products, their success will be kept going.