CJ 비비고의 시장확장 전략: 동,서 어디로 가야하나?

Abstract

CJ Group is one of the well-known conglomerates in South Korea. The company began operating in 1953 with a main goal of spreading Korean culture worldwide through its brand. Following its success in sugar industry, CJ Group expanded the company’s business divisions to include retail, biotechnology, food and food service, as well as logistics. Such “Creative Diversification Strategy” has been the key to its success. Based on the achievements, CJ now aims to spread culture as well as “life” via its brands, with “Bibigo” being an example. Bibigo is a franchise restaurant that offers authentic Korean food in a contemporary style. This case study aims to enhance readers’ understanding of Bibigo as a global brand, and explore various success factors in being one of the leading Korean brands in the world market