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Authors:
Published by:
Ivey Publishing (2019)
Version:
2019-05-10
Revision date:
07-Jun-2019
Length:
9 pages
Data source:
Published sources

Abstract

In November 2018, Five Guys, a fast-casual restaurant chain based in the United States, faced an important decision related to its future promotion strategy. Five Guys had started in 1986 as a small company with limited resources. The company had always avoided traditional advertising media, such as television, radio, print, and billboard advertisements. As a result of the company's success over the years, the founder and chief executive officer had a significantly larger promotional budget than ever before; he needed to develop a promotional strategy for the future. In particular, he needed to determine how to allocate the company's promotional budget. In which promotional media should he invest the company's promotional funds?

Topics

Fast food; Strategy; Media; Budget; Marketing
Location:
Size:
Large
Other setting(s):
2018

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