King’s Hawaiian: Spreading Aloha beyond the Deli Aisle
商品編號：W29917
出版日期：2022/09/12
再版日期：
商品來源：
商品主題：General Management/Strategy; Marketing
商品類型：Case (Field)
涵蓋議題：marketing;occasion segmentation marketing;growth strategies;market strategy;consumer packaged goods;branding;brand activation;social media marketing
難易度：4 - Undergraduate/MBA
內容長度：11 頁
地域：United States
產業：Manufacturing
事件年度：2021
Founded in 1950, King’s Hawaiian, a Los Angeles–based bakery, operated in the competitive bread industry with an expansive list of rolls and bread, as well as a selection of other baked goods, which varied by region. As the business grew over the years, it had added production facilities and increased marketing. For decades, King’s Hawaiian had focused on its core bread products, using occasion-based marketing to target consumers. However, in April 2021, with an ever-increasing market, the company had to decide whether to scale up into a mass-market company or continue to service a niche occasion-based segment by offering its unique sweet bread through in-store bakery and deli departments.
教學手冊：King’s Hawaiian: Spreading Aloha beyond the Deli Aisle - Teaching Note
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