Case Solution & Analysis for Moshi Looks to Popularize Fusion Fare in Dubai by Sandeep Puri, Kirti Khanzode, Rahul Jain.
Complete Case details are given below :
Case Name : Moshi Looks to Popularize Fusion Fare in Dubai
Authors : Sandeep Puri, Kirti Khanzode, Rahul Jain
Source : Ivey Publishing
Case ID : 9B16A032 / W16478
Discipline : Marketing
Case Length : 09 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
Moshi, a fusion restaurant in an upmarket area of Dubai, had carved out a niche for itself with its unique menu, high-quality food, and excellent service-all offered at a reasonable price. As the young owner planned to launch another outlet, he pondered his options for growth. Was it time to create a chain, or should he give the new outlet a completely different feel and target a specific customer segment? Should he increase his product range or stick with his unique offerings? Because of its fusion theme (Nepalese cuisine and Japanese sushi), Moshi did not have a clear positioning in terms of its menu. Would Moshi’s unique offerings be enough to sustain its continued existence in Dubai’s competitive restaurant industry? Would this business be scalable? The owner had relied on word-of-mouth publicity thus far; however, was this method adequate? What sort of marketing strategy should he adopt?
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