MINI CASE STUDY TWO: Creme brulee man Food from street carts have become a foodi
ID: 384930 • Letter: M
Question
MINI CASE STUDY TWO: Creme brulee man
Food from street carts have become a foodie favorite for San Franciscans. Food carts travel from neighborhood to neighborhood, offering their delicacies to range of local foodies. But without a set location, how do these carts let consumers know here they will be? Well, through Twitter of course. Curtis Kimball, the man behind the enormously popular Creme Brulee Cart in San Francisco, has quickly amassed over 12,000 followers in a little over a year. He knows that most of his business comes from people who follow him on witter because Twitter is the only way you can find the cart’s location for the day, says Kimball, a former construction worker turned creme brulee expert. “It gives people a valid reason to follow me,” he says.
The other use of Twitter for Kimball is to tell people what flavor of creme brulee he is serving in a given day. And Kimball says that Twitter gives him the ability to develop a personal relationship with his followers and others. He says he tries to engage his followers by asking for suggestions of what type of custard to serve or where he should park his cart, and he always tries to keep things humorous.
Kimball says he has no marketing budget and Twitter has been a great way to amass fans. He doesn’t have as much of a presence on Facebook, and he’s not sure the model is as efficient as Twitter. “Twitter can absorb more than Facebook with very little effort,” Kimball adds. Yelp has also been a valuable source of referrals for the entrepreneur. The cart has 224 reviews and is rated with 4 and a half stars.
QUESTIONS:
1- Make a SWOT analysis based on the organisation in the given case study.
2-Make a Boston Consulting Group matrix analysis based on the organisation in the given case study.
3- What is the importance of social media in the strategic marketing?
4- What type of market segmentation would work well for this organisation?
5- Imagine this organisation decide to market their product/service in your home country. What cultural differences do they need to be wary of?
6- Give three alternative strategies that the organisation could follow?
Is there any possibility for the following strategies at Innocent Drinks? If so, give your ideas.
a- Forward integration
b- Backward integration
c- Horizontal integration
d- related diversification
e- unrelated diversification
f- market development
g- product development
Explanation / Answer
1. the strength of this study is- offering good and tasty food items, the same will be promoted with help of social media channels. having about 12,000 followers (customers) is the strength to this cart owner.
weanness is they are not able to cover the all areas regularly. by using the vehicle, or moving van, they can cover only one area and they can serve to the people who existed in the area. most of the people may not come and take food from this producer particularly when the location is too far.
Opportunity- when they have good demand for their products, they can expand their business by introducing few more units of moving hehicles or carts. or they can lease small rooms in those areas and run their business.
Threat- recruiting and holding skilled manpower is one of the limitations to the business. getting licences for more number of points also becomes a problem. when these units run succesfully, others may follow and it leads to new high competition.
3. one of the facility provided by technology is exchaning information quickly at zero cost or minimum cost. social meadia is playing a vital role in every human lives. twitter, whatsapp, FB and others are changing the livestyles of people. by using these tools people exchaning and interacting regularly. the only requirement for this is, an android mobile phone. hence every minute people are checking their mobiles for updates, similarly they are exposing same to others.
when people are using this, it has become more easy to pass information to the targeted customers. if they likes the message, they also passing the same to their followers. it is became like a chain marketing or network. the producers are able to promote their brands, services and others, by these, with less cost, with increased customer database.
4. the better way of segmentation for this is open market, every one must allow to read and know the information. the people who really interested the food, they will taste it. if they fully satisfied with it, they are going to be inform the same to others. it is better to not stick one kind of strategy or procedure. they can divide the market into different parts based on the area and they can prepare their actions based on locations.
5. most of the nations and people are using social media as a channel of promotions. countries like India, there are no problems for these. hence, i can say that there wont be any cultural problems in this process in India.
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