Case Name :      The Wowprime Corp.: The Owner of Multiple Restaurant Brands in Taiwan

Authors :           Shih-Fen Chen, Hui-Mei Liu

Source :             Ivey Publishing

Case ID :            W12193

Discipline :        International Business

Case Length :    19 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

This case covers the story of Wowprime Corp., a Taiwanese food service company that grew from a single-restaurant operation in 1993 to a conglomerate that owned hundreds of restaurants in 2011. The uniqueness of Wowprime’s growth was its multiple-brand strategy, where the company introduced 11 restaurant brands in total, each with a unique customer value proposition. The décor, menu, and price point also varied across all brands, each catering to specific segments of Taiwanese consumers. All brands, while being positioned distinctly in the market, also had certain commonalities in their operations within the group.