Elie Ofek

Cheetos! Vamos comprar Cheetos!" A filha de Riku Nakamura, Akari, correu para a prateleira do supermercado. A esposa de Riku, Aoi, suspirou. "Lembre-me: Por que estamos andando por esse corredor de novo?"

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In this fictional case study, the protagonist Riku Nakamura relocated from Tokyo to San Francisco to spearhead the launch of Kenzo rice crackers into the U.S. But, two years later, the fledgling American offshoot is still losing money and can&#8217;t seem to break out of the &#8220;ethnic&#8221; aisles at American grocery stores. Should he consider private label deals that would boost the bottom line but perhaps diminish the brand? Or is there a better way to kickstart Kenzo&#8217;s global growth?

Case Study: From Niche to Mainstream

Nesse estudo de caso fictício, o protagonista Riku Nakamura mudou-se de Tóquio para São Francisco para liderar o lançamento dos biscoitos de arroz Kenzo nos EUA. Mas, dois anos depois, a nova filial americana ainda está perdendo dinheiro e parece não conseguir sair dos corredores "étnicos" dos supermercados americanos. Será que o senhor deveria considerar acordos de marca própria que aumentariam os resultados, mas talvez diminuíssem a marca? Ou existe uma maneira melhor de dar o pontapé inicial no crescimento global da Kenzo?

Estudo de caso: Do nicho ao mainstream

In this fictional case study, the protagonist Riku Nakamura relocated from Tokyo to San Francisco to spearhead the launch of Kenzo rice crackers into the U.S. But, two years later, the fledgling American offshoot is still losing money and can’t seem to break out of the “ethnic” aisles at American grocery stores. Should he consider private label deals that would boost the bottom line but perhaps diminish the brand? Or is there a better way to kickstart Kenzo’s global growth?

Estudo de caso: Do nicho ao mainstream

Resumo.

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