Search results

A neighbourhood fast‐food outlet in Istanbul focuses on two target markets, tourists and locals. This case is an exercise in market segmentation.

This case is about a new venture in Egypt, namely KMA. The firm is small but innovative and it experiments with non‐traditional packaging. This is a high‐risk venture in a traditional environment.

Singapore‐based F&N and Bangkok‐based Thai Pure Drinks launched a joint venture to bottle Coca‐Cola in Vietnam. However, Pepsi is the market leader here. For Coca‐Cola to succeed, many factors must be considered, including cultural factors.

Firms – in their efforts to internationalise – often find that the best strategy is to adapt to local environments. However, the EU has passed legislation to move toward standardisation of certain products. This is a problem for a Danish producer of cheese.

The Rahmin brothers operate one of many undifferentiated orange juice stalls in Marrakech. The brothers are faced with a difficult marketing challenge.

“Work is not a right; it is a privilege”, said Wong Hoi Kit, commenting on the labour policy implemented by the Singapore Prison Service. “We have a captive labour market; the prisoners are eager to work, as it gives them a chance to interact with others, while it helps the time go by.” The motto of the Singapore Prison Service was “Security – Humanity – Rehabilitation”, and considerable energy was focused on rehabilitating inmates by teaching them skills, through on‐the‐job training, during their prison terms. To this end, inmates were put to work, and that which they produced was sold for profit. Mr Wong – who had his MBA from Queen’s University, Canada – was chief executive officer of Singapore’s Corporation of Rehabilitative Enterprises (SCORE); in this capacity, he was seeking to identify commercially‐viable food industry opportunities, which would meet the objectives and constraints of the prison environment. These could include primary production, manufacturing, packaging and catering.

This paper focuses on the “Fresh'n Fruity Loves You” marketing campaign by New Zealand Dairy Foods, conducted to maintain the company's high market share in New Zealand. The campaign was started partly because there were several players in the yoghurt market and competition was intense; and it was determined that New Zealanders were increasingly looking for convenient and healthy foods to eat.

Debbi Fields has been baking cookies for public consumption since August 1977, when she opened the first Mrs Fields’ Chocolate Chippery in Palo Alto, California. After being coerced by her husband and her employees, she decided to follow their advice and open a second store in order to serve up more soft and chewy cookies. By 1981, there were 14 stores in the USA and the following year, Mrs Fields expanded internationally to Japan, Hong Kong and Australia. Ms Lek Oon Goh is the woman entrepreneur who has the franchise licence for the Malaysian and Singaporean markets. In September 1995, she opened her first outlet in Singapore and by 1997 she had opened three more shops in the city republic. Since then, Ms Goh has begun the search for optimal locations in Malaysia where the next Mrs Fields’ Cookies will be opening soon.

The October 27, 1996 issue of Singapore’s The Sunday Times gave the Salut Restaurant and Wine Bar a four star (very good) rating for its food and ambience, and three stars (good) for its service. This was reported barely one month after this venue’s opening. Years later, the Salut Restaurant is still greeting customers with French specialities such as foie gras (chopped liver) and escargots (snails) as appetisers; de‐boned pigeon as a main course; and a choice of soufflé or crème brûlée for dessert. The restaurant also cooks up other European dishes and the wine bar pours a vast array of wines and liqueurs. The selection of meals at Salut Restaurant and Wine Bar includes dishes that may be difficult to find elsewhere in Singapore; however, prices are among the highest.