The Case Study of Bibigo’s Glocalization Strategy: From Korea to Global

Abstract

This case study analyzes Bibigo’s success and the reasons behind it. Started as an overseas targeting restaurant brand in 2010, Bibigo has joined the list of top HMR exports with its premium Korean dumplings. The analysis discloses factors and occurrences behind Bibigo’s success and fame. The study can be divided into three parts. The first part is turning points that Bibigo encountered which brought significant changes to the brand. It consists of Bibigo’s responses and actions when challenges or opportunities came. The second section is its success factors. Bibigo’s understanding of consumer needs, innovative strategies, thorough localization process, and effective management have led it to be No.1 on domestic and the US HRM market. The last part is challenges and recommendations. It consists of Bibigo’s past, present, and future challenges. Bibigo’s reaction to the past challenges and some recommendations to its current and future problems are also included. Even though Bibigo faces some challenges now, it will conquer them and position itself as a major brand. Bibigo’s bold decisions such as M&A and fast responses toward problems can act as lessons to start-ups. Bibigo has come up with a solution to the Global-Local dilemma which can enlighten export companies wanting to enter the global market. This case study can help start-ups on how to maintain a company and present a road to success.