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Subject category: Marketing
Authors: Gianfranco Walsh (Universitat Koblenz-Landau); Alexander Deseniss (Flensburg University of Applied Sciences); Thomas Kilian (Universitat Koblenz-Landau)
Published in: 2011

Abstract

Whenever a business launches a new product it needs to develop an effective marketing mix that is aligned with the overall strategy of the business as well as customer needs. The Vapiano case explicates some of the essential imperatives related to developing and implementing a marketing concept. Vapiano is a young German company that is taking a new approach to the restaurant industry. Vapiano cafeteria-style restaurants offer Italian cuisine and combine low costs, high throughput and customization. After fast growth in Germany, Vapiano is internationalizing to other European and non-European countries. In all countries it is operating in, efficient yet customized service are the core of its strategy. Vapiano has devised and implemented a marketing concept that focuses on the 4Ps of marketing: an attractive, competitively priced product supported by effective communication (mainly referrals) and locations in busy, inner-city sites (ie, distribution). As Vapiano moves deeper into its growth phase, it is eager to stay abreast of potential imitators and keeps expanding and fine-tuning its business concept to meet the expectations of target groups in new markets, as well as the changing tastes of existing customers. After briefly introducing the company, the case attempts to explain the necessity to constantly be open to adjustments to a business''s marketing mix in order to defend competitive advantages. This case gives the opportunity to think about the entire marketing mix for a company that operates in a highly competitive environment.
Location:
Size:
81 Vapiano restaurants (40 in Germany)
Other setting(s):
Founded in 2002

About

Abstract

Whenever a business launches a new product it needs to develop an effective marketing mix that is aligned with the overall strategy of the business as well as customer needs. The Vapiano case explicates some of the essential imperatives related to developing and implementing a marketing concept. Vapiano is a young German company that is taking a new approach to the restaurant industry. Vapiano cafeteria-style restaurants offer Italian cuisine and combine low costs, high throughput and customization. After fast growth in Germany, Vapiano is internationalizing to other European and non-European countries. In all countries it is operating in, efficient yet customized service are the core of its strategy. Vapiano has devised and implemented a marketing concept that focuses on the 4Ps of marketing: an attractive, competitively priced product supported by effective communication (mainly referrals) and locations in busy, inner-city sites (ie, distribution). As Vapiano moves deeper into its growth phase, it is eager to stay abreast of potential imitators and keeps expanding and fine-tuning its business concept to meet the expectations of target groups in new markets, as well as the changing tastes of existing customers. After briefly introducing the company, the case attempts to explain the necessity to constantly be open to adjustments to a business''s marketing mix in order to defend competitive advantages. This case gives the opportunity to think about the entire marketing mix for a company that operates in a highly competitive environment.

Settings

Location:
Size:
81 Vapiano restaurants (40 in Germany)
Other setting(s):
Founded in 2002

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