Bubba Gump Shrimp Co (Interational Marketing)

Topics: Marketing, Economics Pages: 8 (2207 words) Published: November 27, 2010
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. Bubba suggested the shrimping business and ultimately Forrest pursued the idea after Bubba's death when they served in the Vietnam War.

Bubba Gump Shrimp Co.  - History

In 1995 Viacom Consumer Products, the licensing division for Paramount Pictures, approached Rusty Pelican’s CEO, Scott Barnet, and partner, Gordon Miles, with the idea of a chain of family-style shrimp restaurants carrying out the “Forrest Gump” theme. Soon after, Bubba Gump Shrimp Co. Restaurants, Inc. was formed as a new restaurant chain in a joint enterprise with Paramount Pictures.

San Clemente, California-based Bubba Gump Shrimp Co. Restaurants, Inc. and Bubba Gump Shrimp Co. Intl. LLC operate or franchise the like-named restaurant as well as "Capi's Italian Kitchen", "Mai Tai Bar", and the sole-remaining Rusty Pelican restaurant in Newport Beach, California. Rusty Pelican locations in other cities were sold to Landry Seafood Restaurants and are no longer related.

Bubba Gump Shrimp Co. – Introduction

Bubba Gump Shrimp Co. is basically selling mostly of shrimp dishes, but also other seafood, as well as Southern and Cajun cuisine, inspired by the main character Forrest coming from Alabama. They have been aggressively expanding the business around the world in less than 20 years.

Entry modes

Bubba Gump Shrimp Co. is expanding their market share by giving franchise opportunity to the international market in order to provide high quality food at a reasonable price to all. As well as building up their brand to become a worldwide brand recognize restaurant.

Management philosophies

Bubba Gump Shrimp Co. is practicing geocentrism where everything is monitor by them if people are interested to have partnership with them. Provide everything include design and construction support, full set of “build-out” specification, full set of operating manuals, full set of kitchen operations systems and recipes, marketing support and personalized manager training in US. They are having a centralized management where everything is done by Bubba Gump Shrimp Co. Providing tools for franchiser and training for workers.

Advantage of venturing abroad

Expand to gain more market share

Bubba Gump Shrimp Co. is already saturated at their home market having their brand established for more than 15 years and located at strategic places. Although they can still increase market share at USA by opening new restaurants at other areas but they may not get a significant growth on market share reason is they already located 22 restaurants at 10 main cities at USA. Over the few years Bubba Gump Shrimp Co. have been offering franchise opportunity to many international markets extending its market activity to places such as Japan, Hong Kong, Malaysia, Philippines and Indonesia. By locating their new outlet in famous cities, people will be more aware about their brand and gain more market share.

Creating Brand Identity

Brand is important nowadays, reason is because there are too many companies offering similar products or services. In order Brand Identity is one of the strongest competitive advantages because a brand is the only thing that you can own that nobody can take away from you. Everything else...
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