Sushilicious: Standing Out in a Crowded Field
The founder of Sushilicious, a new sushi restaurant in California, is wondering how to make his second year in the business even more successful. His objective is to grow the current base for his restaurant with a limited marketing budget. The founder has had success building his first restaurant using a combination of social media tools and now wonders how he can build upon his current marketing strategy. Furthermore, should he franchise the Sushilicious concept, open a second restaurant, or focus entirely on the first location?
Collection: Ivey Business School (Canada)
Ref: IVEY-9B11A035-E
Format: PDF
Number of pages: 19
Publication Date: Oct 17, 2011
Language: English
What material is included in this case:
Description
The founder of Sushilicious, a new sushi restaurant in California, is wondering how to make his second year in the business even more successful. His objective is to grow the current base for his restaurant with a limited marketing budget. The founder has had success building his first restaurant using a combination of social media tools and now wonders how he can build upon his current marketing strategy. Furthermore, should he franchise the Sushilicious concept, open a second restaurant, or focus entirely on the first location?
Read more
Year: 2011
Geographic Setting: United States
Industry Setting: Accommodation & Food Services;
Learning Objective
There are several topics that can be discussed with this case: ·Effects of new media marketing on traditional notions of location-based marketing. ·Social media, such as Facebook and Twitter, for relationship marketing. ·Customer experience and brand voice. ·New media marketing mix within the overall marketing mix.
Leave your rating
"Sushilicious: Standing Out in a Crowded Field"
Register for free with IESE Publishing and enjoy all the advantages
What type of account do you want to create?
Choose account type
Professors
Academic Institutions
Companies
Individuals