Peri-Peri Original : the expansion decision in Pakistan

Resource Information

The work Peri-Peri Original : the expansion decision in Pakistan represents a distinct intellectual or artistic creation found in University of Liverpool. This resource is a combination of several types including: Work, Language Material, Books.

Label

Peri-Peri Original : the expansion decision in Pakistan

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

• Kashif, Muhammad

Contributor

• Mingione, Michela
• Noori, Muhammad Fawad

Author

• Kashif, Muhammad
• Mingione, Michela
• Noori, Muhammad Fawad

Subject

• Brand name products -- Management -- Case studies
• Branding (Marketing) -- Case studies
• Food industry and trade -- Pakistan -- Case studies

Genre

• Case studies

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

• Emerald emerging markets case studies, volume 7, issue 2
• Online access with purchase: Emerald Emerging Markets Case Studies

Cataloging source

UtOrBLW

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