La Napoli Case Study

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La Napoli, a restaurant that the entire Tom Brown’s Board expected it to provide them with unprecedented success turned out to be a major disappointment. It is the expertise coupled with what appeared to be an extensive marker research of its proposer and founder that instilled unshakable confidence in the prospect of this restaurant. In addition, the board saw this as an opportunity diversify their products to include premium services targeting high end consumers. Undeniably Campio’s informal market research was not misguided, there actually existed a market gap that his business plan could easily fill, or as so it appeared. However, it is probably due to either the wholly disregarding or taking cultural issues lightly that
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Tom Brown’s Restaurant Group has shown an appreciation of national culture by incorporating their British style with Chinese flavours. Arguably this is a glocalization strategy that according Singh & Prakash (2011) must be incorporated by every food enterprise firm operating in market other than its home domestic ones. Glocalization is termed coined from globalisation and localization. It refers to the process customizing a product in a foreign global market to meet the needs and desire of the local market. It might involve redesigning the whole marketing mix depending on the target market (Robertson 1995; Veseth 1998; Torress & Montpellier 2002) According Singh & Prakash (2011) the cultural values associated with foods is very strong since eating habits are developed early in life and hence enhanced through once lifetime. Different nations will therefore have different eating habits due to there diverse culture.
Undeniably globalisation to an extent has standardised people; making people from less developed countries desire the culture of the western countries and in the process trying to adopt them. Nevertheless completely ignoring some of their fundamental culture will only result in misunderstanding that result business ineffectiveness. While La Napoli parent company appeared to have mastered this, this new restaurant either total ignored these factors. A case in point is the fact that restaurant specialized in pure and authentic Italian cuisine; A meal

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