Bonchon Company: Marketing Concepts, and Human Resource Managemant

In this document, you'll be knowing about a company named Bonchon. Bonchon Chicken is a fried chicken food company located in South Korea. In the initial part company's Vision, Mission, and Objective are explained. And in the rest parts are about its marketing concepts, its marketing mix,  its human resource management system, and the function of HRM.  The marketing technique is a philosophy that controls the style of products that gain the market's attention and preferences. Bonchon Myanmar serves a variety of foods, but they serve fried chicken and soju most often. The fried chicken is unique in the sense that it is fried twice and a special sauce is used. Human Resources in Bonchon: Bonchon hires cashiers, waiters, delivery people, chefs, and cleaners.

Bonchon profile...........................................................................................................................................2
Vision, Mission and Objective......................................................................................................................2
Vision.......................................................................................................................................................2
Mission....................................................................................................................................................2
Objective.................................................................................................................................................3
Market description, Myanmar outlets.........................................................................................................3
Franchising..................................................................................................................................................3
Advantages of franchising.......................................................................................................................3
Disadvantages of franchising...................................................................................................................4
Marketing concept......................................................................................................................................4
Marketing mix.............................................................................................................................................4
Pricing..........................................................................................................................................................6
Penetration pricing..................................................................................................................................6
Skimming pricing.....................................................................................................................................6
Psychological pricing................................................................................................................................7
Premium pricing......................................................................................................................................7
Marketing mix of Bonchon..........................................................................................................................7
Product....................................................................................................................................................7
Price.........................................................................................................................................................7
Place........................................................................................................................................................7
Promotion................................................................................................................................................7
People......................................................................................................................................................8
Process....................................................................................................................................................8
Physical evidence.....................................................................................................................................8
Human resource management....................................................................................................................8
The functions of HRM..................................................................................................................................8
Recruit Human Resources in Bonchon.........................................................................................................9
References.....................................................................................................Error! Bookmark not defined.
Bonchon profile
Bonchon Chicken is a fried chicken food company located in South Korea. Bonchon
Chicken was founded by Jin Duk Seh, the owner of Bonchon Inc., in 2002 when he created his
own chicken restaurant, following Richard Uy, executive vice president of Scottland Inc., the

Philippine franchisor. Jin Duk She’s goal is to share his favorite tastes with the rest of globe.
Bonchon is known all over the world for its classic fried chicken, which has a double and
covered by hand with one of two secret sauces. (Berg, 2019)
Vision, Mission and Objective
Vision
To be the most popular restaurant all around the world. (Bonchon, 2021)
Mission
To share the enjoyment of Lorean comfort internationally.
To expand love, joy and the thrill of discovery.
To make customers to get a food adventure. (Bonchon, 2021)
Objective
To make everyone feel welcome and enjoy our Korean riced chicken.
To make consumers to gain satisfaction while customers are eating.
To be nourishing and make healthy food for the customer.
To train employees to be professional at work by communicating with customers.
(Bonchon, 2021)
Market description, Myanmar outlets
Bonchon started franchised with Myanmar 2018. Bonchon has four Outlets in Yangon
such as Junction Square, Hledan, Junction City and Myanmar Plaza. Bonchon main office
located on NO (kaka-2/35), Kyaung Gyi Street Aung Mingalar Quarter, Sittwe Township,
Rakhine State, Myanmar.
Bonchon’s signature Korean fried chicken menu are Wings, BonelessStrips and
Drumsticks. Other menu are Cheesyfries, FriedTofu, Kimchin and etc. Beer and soju are also
available to chill with Bonchon chicken. BonChon provides high-quality, crispy, crunchy, low
fat and fresh chicken to children, teenagers and adults but also amazing support to ensure
customer happiness.

Franchising
A franchise is a style of license that allow a franchisor’s to deliver a product or service
under the franchisor’s store brand by signing them up to the franchisor’s different business
know, techniques and trademarks. (HAYES, 2021)
Advantages of franchising
(1) Franchisees give the manpower, and their sales create the growth and expansion will
change quickly.
(2) Franchisees are more focused but they are responsibility for their company’s success.
(3) Franchisees may be more professional at creating and profit out of an employer than
labor.
(4) The franchisor pays little in new areas while this money comes from the franchisee.
(5) Successful location can throw forward a lot more money in royalties.
(6) Consistent operations across the business usually support higher efficiency and quality.
(7) Due to the size of the investment, franchisees should be faithful.
(Premierline, 30 January 2015)
Disadvantages of franchising
(1) Franchisees cannot be operated as carefully as labor and may have purpose to differ from
that of franchisor.
(2) Franchise marketing is more inconvenient than hiring people.
(3) Sales generate royalties for franchisors. Profits of the company to franchisees. That’s not
always hard to attain development in both regions, which could lead to conflict.
(4) Franchisees don’t always work together like employees might, thus losing any potential
collective benefit.
(5) The first input (in term of time and money) could be high, so a pilot operation may be
essential.
(6) The reputation of the entire genre could be lost by employing the mistaken franchisee.
(7) If franchisees are not really related to the business, sharing vital data from them is risky.
(Premierline, 30 January 2015)

Marketing concept
A marketing technique is a philosophy that controls services to style stocks that gain the
attention and preferences for the marketing mix. By this idea, successful products and services
are those that supply something that the market wants. (Course, 2021)
Marketing mix
A business’s marketing mix of tools it use to create its business goal and sell the product
to its target market. These solutions, mostly known as customer characteristics, include how
marketers structure services and price them, where they will be sold and how they will be
submitted and supported. (Pahwa, June 23 2021)
The 7ps marketing consists of the following controllable variables:
(1)Product
The product is the good or services that the business produces, creates or gets to meet
requirements and desires of its consumers. The business isn’t tied to a product. It may be an
intangible good or service, such as air travel or massage. The consumer will not pay for the
product really, be it natural or infinite, but for the benefit it produces. Customers, for example,
pat for shoes if they want comfort and style. They pay for ice cream because it’s good and warms
it down after a long summer day. They pay their internet costs because it lets them can access the
internet at the effort level they wants.
(2)Price
The price is the amount a customer pays for particular service. The price of the offering is
caused by a number of ways, It include its demand, the customer’s full cost (all motivation and
non-monetary), the customer’s pay back, competitors prices, laws and lime limits and many
more. Price has a big impact on the total marketing mix and defines a product’s market success.
Other from it as well, it also has an effects on: product demand, brand positioning, buyer
perception and business profitability.
(3)Place

The site where consumers get, access, purchase or use the offering is known to as the
place. It contains the business’s distribution ways to obtain items to customers. The distribution
network of a business is mainly up of a series of members of that group such as manufacturers,
agents, distributors, wholesalers and retailers. A number of social change and social distribution-
related decisions, as well as the nature of the market, the nature of the product, the nature of the
business and middlemen interests.
(4)Promotion
The process of informing, attracting and influencing a customers to accept a business’s
offering is classified as promotion. In common words, it means to all of a business’s sales
promotion promoting its good or service to its target market. Advertising, public relations,
personal selling and sales promotion are the four main devices used by businesses to advertise
the product.
(5)People
Human resources are a vital part of the greater marketing mix so they are able to deliver
the product to new market. All workers active in the marketing and sales processes, if the deal
directly with the customer and also indirectly with the audience, is refer as the people. Customers
don’t understand in both labor who contact them and people they work at, and so this element of
marketing mix is important.
(6)Process
The process refers to the series of happenings all through presentation inside an offering
to a customer base. It involves all of the business’s rules, methods and activities that shape how
the offering is handled and given to customer. Truly defined, processes is the approach taken for
an offering from the business to the user. It covers customer experience, begin with the product’s
discover of the company or product and ending through purchase and beyond.
(7)Physical evidence
All real things around the product, use and the physical environment which the product or
services is delivered to the ideal customers, are used for physical evidence. It encloses all non-

human parts of the marketing experience created to expand ownership of the offering from the
customer.
(Pahwa, June 23 2021)
Pricing
The pricing theory is an economic theory that finds that the price of any products or
services is calculated by the supply and demand ratio. The interesting market price, have known
as equilibrium, is the point at which the quantity of listed item can be consumed by buyers in a
set period of time. (BANTON, November 28 2020)
Penetration pricing
Penetration pricing is a pricing method to making profits quickly by lowering initial price
to enable users to buy. This value method is commonly used by new market entrants. Predatory
pricing is an extreme type penetration pricing. (Corporatefinanceinstitute, 2015 to 2021)
Skimming pricing
Price skimming is a product pricing method in which a customer pays the highest initial
price that people will pay and then slowly reduces that price over time. As the first customer
goals are met and competition enters the market, the customer lowers the cost to apply a new,
more price-sensitive part of the population. (HAYES, March 23 2021)
Psychological pricing
The method of throwing prices slightly just under whole number is known as personal
pricing. This process is founded on the idea that users will not round up these values, all of them
seem costly than they are. Customer process cost from the left-most quantity to the right that is
the last few digits of a price are always confused. When the fractional part of a price is printed in
a smaller font than the balance of the price, this increased feeling to be reproduced.
(AccountingTools, April 13 2021)
Premium pricing
Premium marketing is a marketing method that defines carefully pricing your company’s
item much as your main rivals. The idea of premium pricing is to make an image in the market
that your product is just a small bit better than the other options. It works best in addition on a
well marketing effort designed to increase that perception. (CAMPBELL, May 6 2020)

Marketing mix of Bonchon
Product
There are many different kind of foods in Bonchon Myanmar but they mainly served
fried chicken and soju. There fired chicken is unique in a way that they fried is twice and use a
special unique sauce.
Price
The price of Bonchon menu is not too high or too low. So the price is fair for everyone to
be a customer of Bonchon.
Place
Bonchon Myanmar used locations that are very popular and crowded like shopping malls
so people who come to the mall can eat or hang out with their friends.
Promotion
Bonchon Myanmar mainly used social media to promote their product. They write posts
before can holidays so people can know about their promotion.
People
The staff of Bonchon Myanmar Usually will black shirt and long trousers. Their uniforms
look very clean and half-standard for international restaurant. The staff are very polite and the
service is very quick.
Process
Bonchon Myanmar used a unique fired a technique to fired their chicken. They better the
chicken in the flour and their secret ingredients by hand. Then they double fried the chicken and
brushed the chicken with the sauce.
Physical evidence
All of the Bonchon Myanmar’s restaurant are very clean and the atmosphere in them are
always nice and friendly.
Human resource management
Human resources is the department in a company that is in care of the all job tasks.
Employees and independent contractors must all be recruited, vetted, selected, hired, installed,
trained, promoted, paid and fired. HR is also in task of maintain up with the latest rules
governing how staff should be solved during the employment, working and firing systems.
(Shopify, 2021)

The functions of HRM
(1)Recruitment and selection
Recruitment is the process of finding, screening and select individuals a certain role
based on objective criteria. The main objective of this method is to attract good applicants yet
pushing unqualified applicants to delete there offers.
(2)Orientation
Many companies do not supply new workers with an orientation. This will be the first
very important step in supporting a new employee in controlling to his startup and rank.
Employee orientation programs should possess the organization’s objectives and goals, how the
employee might add to the organization’s long and short terms objectives.
(3)Maintaining good working conditions
Human resource department is responsible of major development work environment for
its employees so that they like there workplace and work environment. The HR department’s
main responsibility is to develop leaders.
(4)Managing Employee
Employees are the fundamentals of any business. Employee relations is a complex
concept that means the most fundamental organizational levels. It also helps with the
development of better workplace relations. They have the power to impact people personal
results.
(5)Training and development
Human resource management is useless but without tasks of training and development. It
is an effort to boost an employee’s short or long term performance by expanding an employee’s
ability by educating and developing one’s knowledge or knowledge in that sector.
(Jahan, 2021)
Recruit Human Resources in Bonchon
Bonchon hires cashier, waiter, delivery person, chef and cleaning. If users wanted to
work in Bonchon, go at JobNet and Jobs in Yangon. The cashier should be clean, sociable and
cheerful mood. The waiter should say to any requests quickly and courteously, ensuring that its

customers are happy with the meal and be happy and ready to help team members. The cleaner
should be maintain a clean and organized service area. Chefs must be clean and able to cook to
the taste of their customers. People with a bright face, good manners, change makers and a clean
appearance are given preference by Bonchon.
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[Accessed 6 December 2021].
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