Academic journal article Journal of the International Academy for Case Studies

Fine Dining

Academic journal article Journal of the International Academy for Case Studies

Fine Dining

Article excerpt

CASE DESCRIPTION

This case is widely applicable because it is short, easy to understand, involves an industry that students are familiar with, yet offers the opportunity for discussion of some basic marketing or strategic management issues. The case illustrates the problems that arise when a service start-up fails to consider the demographics of the target market. It also give students the opportunity to grapple with solutions to a seemingly intractable problem.

This case has a difficulty level of 3 or 4. It could be positioned in an undergraduate strategic management or marketing case to demonstrate the problems that arise when there is a disconnect between strategy and the external environment/target market. It could also easily be used in a small business or entrepreneurship course to demonstrate the hazards that even an experienced small business owner can face when they fail to consider the demographics of their market.

CASE SYNOPSIS

Six months after opening her restaurant, Stacy Brokaw was experiencing problems. From an operational stand point things seemed to be going well. …

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