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Moshi Looks to Popularize Fusion Fare in Dubai
內容大綱
Moshi, a fusion restaurant in an upmarket area of Dubai, had carved out a niche for itself with its unique menu, high-quality food, and excellent service—all offered at a reasonable price. As the young owner planned to launch another outlet, he pondered his options for growth. Was it time to create a chain, or should he give the new outlet a completely different feel and target a specific customer segment? Should he increase his product range or stick with his unique offerings? Because of its fusion theme (Nepalese cuisine and Japanese sushi), Moshi did not have a clear positioning in terms of its menu. Would Moshi’s unique offerings be enough to sustain its continued existence in Dubai’s competitive restaurant industry? Would this business be scalable? The owner had relied on word-of-mouth publicity thus far; however, was this method adequate? What sort of marketing strategy should he adopt?
學習目標
This case is designed for use in an MBA-level course on entrepreneurship or business strategy or in a services marketing course to discuss the importance of segmentation, positioning, and customer service in the services sector. This case can also be used in marketing courses in a section on marketing communication, analysis of business opportunities, or marketing strategy. The key teaching objectives are as follows: <br> <ul> <li> To identify the different traits of an entrepreneur</li> <li>To discuss how service companies can create and sustain a competitive advantage</li> <li>To understand the importance of segmentation for companies like Moshi</li> <li>To work out the strategic choices available to a new entrepreneurial firm, evaluate the alternatives, and devise strategies for successful expansion of the business</li> <li>To understand the importance of branding for small businesses</li> <li>To assess the usefulness of non-traditional marketing channels (e.g., social initiatives) for building a brand</li> </ul>