Marketing Management

Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities.

The Globalization has led firms to market beyond the borders of their home countries, making international marketing highly significant and an integral part of a firm's marketing strategy and currently we all know that aside for fish pork beef and vegetable our beloved Chicken loved by millions of people.

In this research paper we will present Chicken as a special product of BONCHON and we will started to discover the marketing strategy they have done just to present how BONCHON comes in the Philippines.

BonChon, meaning "original village" in Korean, is a global restaurant/QSR brand that originated in South Korea in 2002. It began making waves in the global arena in 2007 as it entered the US market, captivating the discerning palates of the citizens of New York, San Francisco, Boston, Virginia, and New Jersey. Its cult following propelled it to international shores, with stores in Asia suck as Bangkok, Manila, Jakarta, and Singapore.BonChon Chicken Philippines opened its first store in November 2010. In just a little over two years with 41 branches, BonChon may be considered one of the fastest-growing fried QSR's (Quick Service Restaurant) in the country, apart from being the biggest Korean-style crispy fried chicken chain locally.

According to ESQUIRE (US) MAGAZINE BonChon Chicken It isn't merely today's best chicken; it's perfect, the best fried chicken I've ever had...

The New York Times also said that BonChon shines when the sun does: the garlic-and-soy wings are crispy and tangy, while the spicier version has a subtle heat that sneaks up on you at about the third wing...

Moreover The CNN also said The cult Korean wings spot... features exquisitely crispy fried chicken either sauced with a sweet-pungent soy garlic sauce, or spicy hot.

In view of this fact the competitor are being a threat for its gradually capturing the attention of the market and that was the reason BONCHON started to construct different strategies and promotional activities that will maintain BONCHON image not only in the Philippines but also internationally.

BONCHON created new product innovation such as new side dishes they also keep on updating their platter and sets. These changes give convenience and variation with the consumer.

The company's research and development team discovered BonChon in the United States. The unique taste, the ambiance and citations by an international men's magazine as "the perfect and best chicken" convinced Scotland Inc. that BonChon Chicken would be a big hit back home.

"A good and astonishing taste, a modern interior look or vibe, the Filipinos' love for chicken as well as being an international brand since it