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Subject category: Marketing
Authors: Joan C Henderson (Nanyang Business School (NTU))
Published in: 1999
Length: 16 pages
Data source: Published sources

Abstract

The case is concerned with food services in Asia and the opportunities and problems of doing business there. It suggests the reasons why Western style fast food restaurants have become popular, but emphasises the importance of understanding the needs of different markets. Attention is focused on Singapore, where American chains occupy an important role, and there has been a ready adoption of modern lifestyle cafes to create a new coffee drinking culture. The leading companies in this particular sector and their performance are discussed, followed by a review of the challenges ahead. It would appear difficult to sustain continued rapid growth rates, especially given the adverse conditions generated by the Asian financial crisis, and businesses are advised to proceed with some caution despite good long term prospects. The case is intended to be used as a basis for discussion in tourism and hospitality management courses, but may also be of interest to marketing classes studying globalisation.
Location:
Industry:
Size:
Small-medium
Other setting(s):
Late 1990s

About

Abstract

The case is concerned with food services in Asia and the opportunities and problems of doing business there. It suggests the reasons why Western style fast food restaurants have become popular, but emphasises the importance of understanding the needs of different markets. Attention is focused on Singapore, where American chains occupy an important role, and there has been a ready adoption of modern lifestyle cafes to create a new coffee drinking culture. The leading companies in this particular sector and their performance are discussed, followed by a review of the challenges ahead. It would appear difficult to sustain continued rapid growth rates, especially given the adverse conditions generated by the Asian financial crisis, and businesses are advised to proceed with some caution despite good long term prospects. The case is intended to be used as a basis for discussion in tourism and hospitality management courses, but may also be of interest to marketing classes studying globalisation.

Settings

Location:
Industry:
Size:
Small-medium
Other setting(s):
Late 1990s

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