Craftworks Taphouse Case Study

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Company Background Canadian Dan Vroon opened Craftworks in 2010, with the concept of ‘Sell Korean-made north American-style craft beer’. Mr. Vroon came to Korea in 2000, started to travel around and do research on food and beverage. In 8 years’ time, he learnt about the Korean market and built up a wide connection; he set up his first business in South Korea with several fellows, and opened Craftworks Taphouse in 2010. Craftworks Taphouse can be said as the first foreign-owned Korean microbrewery and bistro. It was founded with the idea that great quality beer and western food should be available everywhere. Until now, 2014, Craftworks has one main branch in Itaewon, three franchise branches in Jong-no, Gangnam (Seoul) and Bundang, a satellite…show more content…
Business and Marketing Strategies in Korea For Mr. Vroon to make the decision of starting the craft beer business, there were a lot to concern. Koreans typically enjoy soju, the rice base Korean spirit, and Makgeolli together with Korean food. Those two types of alcohol are popular at most of the restaurants in Korean. As beer seems always be the second option, selling beer and expanding beer business was actually a challenge for Mr. Vroon at the first place. The Culture Mr. Vroon claimed that it takes too long to learn the entire culture, but through meeting new people and visiting places before he opened the Taphouse, he thinks he is quite positive to Korean’s openness to new things and foreign culture. It is true to doing business is a two-way communication process, not only the seller has to learn about the customers culture and preference, but the customer also need to be open to the seller and be eager to accept the differences. Craftworks is trying to keep its foreign status while showing respect to Korean culture. (i.e. Naming beers with Korean…show more content…
According to interviews result, foreigners think that Korean beer taste no better than imported ones. Although draft beer is relatively more popular among Koreans, and tastes better, Mr. Vroon explained that the quality cannot be said as excellent due to the process of chilling process from storage to serving. Also, Mr. Vroon expressed his feeling as a foreigner living in Korea that soju is worth to try but probably he will not want it every day. He thinks that Korea is lack of some good-quality beer, not only for Koreans, but the huge community of foreigners. There are over 900,000 foreigners living in Korea. “I am not aiming to take over the Korean market, but I do want to take care of the foreigners in this country first”, said Mr. Vroon. The craft beers are named after Korean’s mountains, which aimed to give the beers some meanings and related to Korea, thus some cultural linkage with Korean/ Foreign

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