Ippudo: Bringing Japan To Paris In a Bowl
商品編號：9B20A008
出版日期：2020/02/12
再版日期：2020/02/12
商品來源：
商品主題：International Business; Marketing
商品類型：Case (Field)
涵蓋議題：marketing;customer service;positioning;marketing mix
難易度：4 - Undergraduate/MBA
內容長度：12 頁
地域：France; Japan; United States
產業：Accommodation & Food Services;
事件年度：2016
In early January 2016, the chief strategy officer and his team at Ippudo, an expanding ramen restaurant operation, were tasked to formulate both marketing and customer service management strategies for the company's first ramen shop in France, which was due to open in Paris in late 2016. Ippudo, a famous ramen brand in Japan, started its global expansion in 2008, when it successfully established its presence in New York City. When it entered the US market, Ippudo changed its marketing mix and customer service approach to follow a strategy that incorporated Ippudo's corporate values with both Japanese and New York culture and norms. Moving forward, how should Ippudo’s chief strategy officer position the new ramen restaurant in Paris? What marketing mix should Ippudo pursue? Should Ippudo change its product offerings to appeal to Parisians? And should Ippudo France’s website follow the same concept used in New York, where the website served only to convey information?
教學手冊：8B20A008;
補充材料：