The Resource Peri-Peri Original : the expansion decision in Pakistan, Muhammad Kashif, (Business School, GIFT University, Gujranwala, Pakistan), Michela Mingione, (Department of Management and Law, University of Rome, Rome, Italy), Muhammad Fawad Noori, (School of Art, Design and Architecture, GIFT University, Gujranwala, Pakistan)

Peri-Peri Original : the expansion decision in Pakistan, Muhammad Kashif, (Business School, GIFT University, Gujranwala, Pakistan), Michela Mingione, (Department of Management and Law, University of Rome, Rome, Italy), Muhammad Fawad Noori, (School of Art, Design and Architecture, GIFT University, Gujranwala, Pakistan)

Label
Peri-Peri Original : the expansion decision in Pakistan
Title
Peri-Peri Original
Title remainder
the expansion decision in Pakistan
Statement of responsibility
Muhammad Kashif, (Business School, GIFT University, Gujranwala, Pakistan), Michela Mingione, (Department of Management and Law, University of Rome, Rome, Italy), Muhammad Fawad Noori, (School of Art, Design and Architecture, GIFT University, Gujranwala, Pakistan)
Creator
Contributor
Author
Subject
Genre
Language
eng
Summary
The case highlights growth challenges faced by a fast food brand named Peri-Peri Original in a developing country context of Pakistan. The major presence of the brand is in two major cities of Pakistan - Karachi and Lahore where mostly youth and families are the target markets of this brand. However, there is no unique element in the minds of the target market because the brand faces a differentiation challenge in the realm of strong global competition from McDonald's and Kentucky Fried Chicken (KFC). The management team at Peri-Peri has several environmental challenges to face as well. Internally, the brand is confused with its close competitor Nando's as people perceive these two brands as the same. Second, there is growing concern among social activist groups and families in Pakistan that fast food consumption is causing diabetes, cardiovascular diseases and obesity among children. On the contrary, the global fast food chains especially McDonald's and KFC are on top of the mind in the consideration set. With these challenges and concerns in mind, the brand team has two options on the table. One is to geographically extend the brand to other cities whereas the other option is to use the same outlets and dedicate a portion to the kids' market segment to increase product variety and ultimately the store traffic. It is noticeable that the brand has a reputation of excellence in service quality; the employees are motivated and Peri-Peri have retained their staff over a period of time. Furthermore, the brand is a small scale restaurant with only limited budget and focused product mix which is its core spirit of branding - the chicken grilled in Mozambican sauces and a service attitude which no one can demonstrate; in a way, Peri-Peri is approaching to grow its brand equity
Member of
Cataloging source
UtOrBLW
http://library.link/vocab/creatorName
Kashif, Muhammad
Dewey number
658.827
Illustrations
illustrations
Index
index present
Intended audience
Graduate (MBA), Services Marketing Course
LC call number
HF5415.1255
LC item number
.K37 2017
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • Mingione, Michela
  • Noori, Muhammad Fawad
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Brand name products
  • Food industry and trade
Label
Peri-Peri Original : the expansion decision in Pakistan, Muhammad Kashif, (Business School, GIFT University, Gujranwala, Pakistan), Michela Mingione, (Department of Management and Law, University of Rome, Rome, Italy), Muhammad Fawad Noori, (School of Art, Design and Architecture, GIFT University, Gujranwala, Pakistan)
Instantiates
Publication
Copyright
Note
  • To understand the brand positioning of developing countries' organizations facing a growth challenge in a service environment. To understand the concept and application of Services Tangibility spectrum. To understand the decision-making process managers have to face when dealing with brand extension decisions
  • Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes
  • Includes index
Bibliography note
Includes bibliographical references
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
emerald22
Dimensions
unknown
Extent
1 online resource (3 pages)
Form of item
online
Issn
2045-0621
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
15 illustrations.
Specific material designation
remote
Label
Peri-Peri Original : the expansion decision in Pakistan, Muhammad Kashif, (Business School, GIFT University, Gujranwala, Pakistan), Michela Mingione, (Department of Management and Law, University of Rome, Rome, Italy), Muhammad Fawad Noori, (School of Art, Design and Architecture, GIFT University, Gujranwala, Pakistan)
Publication
Copyright
Note
  • To understand the brand positioning of developing countries' organizations facing a growth challenge in a service environment. To understand the concept and application of Services Tangibility spectrum. To understand the decision-making process managers have to face when dealing with brand extension decisions
  • Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes
  • Includes index
Bibliography note
Includes bibliographical references
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
emerald22
Dimensions
unknown
Extent
1 online resource (3 pages)
Form of item
online
Issn
2045-0621
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
15 illustrations.
Specific material designation
remote

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