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)
Resource Information
The item 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) represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in University of Liverpool.This item is available to borrow from 1 library branch.
Resource Information
The item 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) represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in University of Liverpool.
This item is available to borrow from 1 library branch.
- 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
- Language
- eng
- Extent
- 1 online resource (3 pages)
- 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
- 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)
- 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
- 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)
- 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)
- 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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<div class="citation" vocab="http://schema.org/"><i class="fa fa-external-link-square fa-fw"></i> Data from <span resource="http://link.liverpool.ac.uk/portal/Peri-Peri-Original--the-expansion-decision-in/efRlaGp1z3w/" typeof="Book http://bibfra.me/vocab/lite/Item"><span property="name http://bibfra.me/vocab/lite/label"><a href="http://link.liverpool.ac.uk/portal/Peri-Peri-Original--the-expansion-decision-in/efRlaGp1z3w/">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)</a></span> - <span property="potentialAction" typeOf="OrganizeAction"><span property="agent" typeof="LibrarySystem http://library.link/vocab/LibrarySystem" resource="http://link.liverpool.ac.uk/"><span property="name http://bibfra.me/vocab/lite/label"><a property="url" href="http://link.liverpool.ac.uk/">University of Liverpool</a></span></span></span></span></div>
