Savoring Success Crafting a Strategic Marketing Communication Plan for a Japanese Restaurant in Budapest
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| Format: | Thesis |
| Kulcsszavak: | business planning Customer Loyalty Programs Digital marketing Japanese Cuisine marketing communication |
| Online Access: | http://dolgozattar.uni-bge.hu/57732 |
| Abstract: | This thesis develops a strategic marketing communication plan for WAFU, a Japanese restaurant in Budapest, aiming to expand into an international fast-food chain specializing in ramen. It explores the rise in popularity of Japanese cuisine worldwide, particularly ramen, and how WAFU has used digital marketing to establish a strong presence. The research evaluates WAFU's current marketing strategies, identifying strengths like authentic Japanese cuisine and weaknesses such as low customer retention. Recommendations focus on integrating digital and offline marketing, improving customer segmentation through POS systems, and enhancing the loyalty program. The thesis also examines the challenges of balancing globalization with localization to cater to diverse international markets while maintaining the brand's authentic identity. |
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