We Go Together
✤
We Go Together ✤
Chick-fil-A + South Korea
Problem:
The challenge we tackled was to persuade the business owners of the I'Park Mall in Seoul, South Korea, to consider opening a Chick-fil-A franchise in their establishment. Despite Chick-fil-A's strengths such as strong brand recognition and a loyal customer base, there are significant challenges to expanding into the South Korean market, including limited international presence and potential cultural barriers. The task involved identifying opportunities to adapt Chick-fil-A's business model and menu offerings to cater to local preferences, as well as addressing potential threats such as external competition and supply chain disruptions.
Solution:
To address this challenge, I designed custom buttons and t-shirts featuring a classic Chick-fil-A sandwich with the text 'Seoul, South Korea' in the Chick-fil-A font. Below, I included the phrase 'Katchi Kapshida' written in Korean, meaning 'We go together,' emphasizing the fusion of Chick-fil-A's iconic imagery with the cultural context of South Korea. These buttons serve as tangible representations of our proposal and reinforce our commitment to adapting Chick-fil-A's brand identity to suit the local market. By incorporating elements of both familiarity and cultural sensitivity, these buttons enhance our negotiation strategy and underscore the potential success of Chick-fil-A's expansion into South Korea
