earticle

영어

CJ Cheiljedang, one of the largest food companies in Korea, started its globalization drive in the mid-2000s to overcome the limitations of the domestic market and maintain steady growth. It carried out its business through joint ventures in China and Japan and through a greenfield operation and M&A in the U.S. In 2011, CJ Cheiljedang decided to introduce the global brand of Bibigo in the field of processed food and restaurant business in order to accelerate the company’s globalization, and launched new products and restaurants under the Bibigo brand name in the Korean and overseas market. New Bibigo products included frozen dumplings, seaweed snacks, BBQ sauce, kimchi, cooked rice, and sauce. The introduction of the global brand is considered to have had a considerable effect on the increase in the sales of CJ Cheiljedang in Korea and abroad. Among its various products, Bibigo Dumplings has been especially popular, recording annual sales of more than KRW 100 billion in the U.S. alone in 2014, thereby becoming a global hit product with over 50% of its sales coming from overseas. CJ Cheiljedang now is the No. 2 player in the U.S. frozen dumpling market, and aims to grab the lion's share in a few years. CJ Cheiljedang launched Bibigo products in other countries such as the U.K., the United Arab Emirates, Russia, Singapore, Taiwan and Hong Kong. The study examined CJ Cheiljedang’s globalization strategy with a focus on its brand and local marketing strategy in the U.S. as well as its success factors. Analysis showed that localization and differentiation strategy based on product quality, as well as CJ Cheiljedang's unique promotion strategy utilizing Youtube and the Korean Wave played a significant role in the success of Bibigo products in the U.S.

한국어

국내 최대의 식품회사인 CJ제일제당은 내수시장의 한계를 극복하고 지속적인 성장을 하기 위해 2000년대 중반 본격적으로 글로벌화를 추진하기 시작했다. 중국과 일본에는 주로 합작투자 방식으로, 미국에는 인수합병 방식으로 진출하여 사업을 전개했다. 2011년 CJ제일제당에서 는 글로벌화에 더욱 박차를 가하기 위해 글로벌 브랜드인 비비고(Bibigo)를 가공식품 분야에 도입하기로 결정했다. 이러한 글로벌 브랜드 도입은 상당한 성과를 거두었는데, 특히 비비고 만두가 인기를 얻어 2014년 미국에서만 연 1000억 원 이상의 매출을 올렸으며, 해외 매출비중 이 50%가 넘는 글로벌 상품이 되었다. 이 사례에서는 CJ제일제당의 미국에서의 마케팅 전략을 중심으로 하여 비비고 브랜드로 전개된 이 회사의 글로벌화 과정을 살펴보고, 그 성공 요인을 알아보았다.