Complete Case details are given below :
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)
Description for case is given below :
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.
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