Ivey Publishing

Product Details

Sushilicious: Standing Out in a Crowded Field
Product Number:
9B11A035
Publication Date:
10/17/2011
Length:
19 pages (8 pages of text)
Product Type:
Case (Field)
Source:
Ivey
The founder of Sushilicious, a new sushi restaurant in California, is wondering how to make his second year in the business even more successful. His objective is to grow the current base for his restaurant with a limited marketing budget. The founder has had success building his first restaurant using a combination of social media tools and now wonders how he can build upon his current marketing strategy. Furthermore, should he franchise the Sushilicious concept, open a second restaurant, or focus entirely on the first location?
Learning Objective:
There are several topics that can be discussed with this case:
  • Effects of new media marketing on traditional notions of location-based marketing.

  • Social media, such as Facebook and Twitter, for relationship marketing.

  • Customer experience and brand voice.

  • New media marketing mix within the overall marketing mix.
Issues:
Disciplines:
Marketing,  Entrepreneurship,  General Management/Strategy
Industries:
Accommodation & Food Services
Setting:
United States, Small, 2011
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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