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Five Guys: Developing a Promotional Strategy for the Future
內容大綱
In November 2018, Five Guys, a fast-casual restaurant chain based in the United States, faced an important decision related to its future promotion strategy. Five Guys had started in 1986 as a small company with limited resources. The company had always avoided traditional advertising media, such as television, radio, print, and billboard advertisements. As a result of the company's success over the years, the founder and chief executive officer had a significantly larger promotional budget than ever before; he needed to develop a promotional strategy for the future. In particular, he needed to determine how to allocate the company's promotional budget. In which promotional media should he invest the company's promotional funds?
學習目標
This case can be used in undergraduate- and graduate-level courses on marketing management, marketing communications, social media marketing, digital marketing, international marketing, advertising, or international business. After working through the case and assignment questions, students will be able to<ul><li>show how a company can succeed without relying on traditional promotional mechanisms such as advertising and sales promotions;</li><li>illustrate the power of underrated promotional mechanisms such as word of mouth, publicity, and social media/digital marketing;</li><li>illustrate how a promotion strategy evolves over time; and</li><li>discuss the process of creating a promotional strategy and the process of allocating a promotional budget.</li></ul>