Bubba Gump Shrimp Co (Interational Marketing)

2219 Words Dec 9th, 2010 9 Pages
Bubba Gump Shrimp Co. - Background

The Bubba Gump Shrimp Co. Restaurant and Market is a chain of seafood restaurants inspired by the 1994 film Forrest Gump. As of January 2009, 31 Bubba Gump 's restaurants operate worldwide. Twenty-two of these locations are in the United States, two are located in Mexico, and seven are in Japan, Indonesia, the Philippines, Malaysia and Hong Kong.

The first Bubba Gump 's restaurant opened in 1996 in Monterey, California by Viacom Consumer Products. Viacom is owner of Paramount Pictures (the distributor of Forrest Gump), and also owns the Rusty Pelican restaurant chain. The Bubba Gump restaurant is named after the movie 's main characters Benjamin Buford "Bubba" Blue and Forrest Gump.
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In nowadays, brand is more important than the products or services itself. People first will think about the brand, if it is branded people will gain more confidence on the product or service. So creating brand identity is a vital part in business.

Competition may be less intense

In overseas, competition may be less intense than in the domestic market. In USA there are too many competitors and substitute product that is competing in the market. The market is huge but gaining market share is tough with the high competition. Although it may benefits the customers but it was hard for the organizations. So, they have decided to offer franchise opportunity to places other than USA in order to expand their market.

Comparative advantage in product

Bubba Gump Shrimp Co. menu is quite different compare with other restaurants. They are selling mostly shrimp dishes and also their signature dish, including other seafood, and other southern and Cajun cuisine as well. They can gain comparative advantage facing their competitors with their special menu that normally other restaurants do not offer, by selling shrimp dishes as their signature dishes. Which is unique and they even sell their own products specially design with their logo on it. The products include t-shirts, hats, cups and souvenirs. This is a very special concept that is not popular in the market yet. They are combining food and

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