A Study on the Positioning Strategy of Restaurants for Competitive Advantage : Focused on the Haeundae Special Tourism Zone in Busan

경쟁우위를 위한 레스토랑 포지셔닝 전략에 관한 연구 - 해운대 관광 특구를 중심으로 -

The purpose of this study is to examine the elements that satisfy customers in order for restaurants to survive in competition, and to examine effective positioning strategies. Since the designation of Haeundae in Busan as a Special Tourism Zone, diverse food service markets have been established and various marketing activities are anticipated accordingly. The results of this study can be summarized as follows: First, after the examination of the competitive relationships among restaurants, based on the image similarity data, it was found that Bennigan's, Outback Steakhouse, and T.G.I. Friday's are in close proximity with one another. Hence the fierce competition between them. Secondly, as a result of PC-MDS PROFIT analysis, a positioning map was drawn with image similarity measurement of the restaurants and scores 9 evaluation categories for each brand name as follows: food taste, food price, service, access convenience, hygienic condition and cleaning, atmosphere, various events, circumferential environment, and public image. Thirdly, as a result of MDPREFMAP analysis based on the customer preference, data from the restaurant brand names, an ideal location of a restaurant preferred by customers and the position of restaurant brand names were indicated at the same time.