Putien: The Road to the Unexplored
商品編號：9B14M086
出版日期：2014/08/21
再版日期：
商品來源：
商品主題：Entrepreneurship; General Management/Strategy; International Business
商品類型：Case (Field)
涵蓋議題：International expansion;foreign entry strategy;market selection;business growth;Singapore
難易度：4 - Undergraduate/MBA
內容長度：9 頁
地域：Singapore
產業：Accommodation & Food Services
事件年度：2012
Started in 2001, Putien, a full-service Chinese restaurant, has grown successfully in Singapore. By the end of 2011, it has nine restaurants in Singapore, one in Jakarta, Indonesia and one in Kuala Lumpur, Malaysia. Except for the one in Jakarta, which is a joint venture, all the other restaurants are fully owned by the company. From the beginning, Putien has differentiated itself from its competition by focusing on its unique cuisine, based on fresh and flavourful food from Fujian Province, China and by its creation of a home-like atmosphere with fine furnishings and tableware, elegant decor and a serving staff that is warm and sincere. The company keeps in touch with its customers through requesting feedback and answering queries on Facebook and Twitter. Now, the founder and chief executive officer is considering growth by expanding into international markets. With limited international experience, he needs to consider carefully where to go and how to enter these markets without jeopardizing the quality standards that have made Putien so successful.
教學手冊：Putien: The Road to the Unexplored - Teaching Note
補充材料：