위탁급식업체의 신규사업 진출 사례분석을 통한 성공요인 연구

Abstract

본 연구에서는 위탁급식업체의 경쟁현황에 대해 알아보고, 대표적인 위탁급식업체의 신규사업 진출 방향에 대해 고찰한다. 특히, 각 위탁급식 업체의 신규사업 진출에 대한 사례를 분석해 봄으로써, 첫째, 위탁급식업체의 신규사업 진출의 성공요인 및 시사점을 도출하고, 둘째, 위탁급식업체의 향후 신규사업 진출 방안을 모색하고자 하였다. 사례분석 결과, 사례의 위탁급식전문업체가 신규사업 진입 시 성공할 수 있었던 것은, 위탁급식업체로서의 조리 노하우, 최적의 맛 재현, 위생적인 관리시스템, 대량 구매에 따른 가격 경쟁력이라는 강점과 각 모기업과의 시너지 효과의 창출로 요약될 수 있다.; This study learned about competition of the contract-managed foodservice industry, and considered about representative company of the contract-managed foodservice industry. Specially, first of all, I derived success factor and implications of new business, second, I sought new ways to advance the business of the contract-managed foodservice companies through analysis of the new business cases. The contract-managed foodservice companies recognized limits of market to work for five days a week, to concern about food safety, and lots of related companies. So they fostered a new business. A company entered the Yangnyeomyuk market which has high intensity competition of small manufacturing companies as low entry barrier. The marketing capabilities of A's parent company which is largest distributor of South Korea can overcome the weaknesses of the contract-managed foodservice companies and they lead to a synergy effect of new business. Generally, a new manufacturer has difficult matter to find buyer and to sell their goods. However, A company was able to get a stable revenue without sales experience and brand power. It caused that A company used distributor chain of parent company. As soon as concession's industry was introduced into this country, the other words, in an early stage, B company entered this business. Despite of ambiguity about concession, B company stands unchallenged in the concession's industry. The reason is that the B company has capacities of franchise. Success of B company in concession's industry provides new revenue model to the contract-managed foodservice companies. Currently, C company entered the HMR business is recognized the new growth market of food industry. C company operated casual meals as a kind of concept development, production and supply. It accomplished uniformity taste through PI. This point had an effect on C company's HMR products and it made that C company can enter safely in the consumer market. In summary the three cases, the every company in case is able to succeed to enter new business through cooking know-how of the contract-managed foodservice companies, best taste of reproduction, hygienic management systems, and bulk purchase price competitiveness due to the strengths of each creating synergies with the parent company.