snapping up the market: the rock hamburgueria case

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ID: 207298
2017
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Abstract
This study case aims to offer the students an opportunity of experiencing relevant situations to the marketing context, from the management analysis of Rock Hamburgueria, an establishment that sells gourmet burgers in a competitive environment. The restaurant, opened in 2014 in Florianópolis, SC, Brazil by Melissa Andrade and André Fernandes, was profitable in its first year of activity, but has suffered a drop in sales, attributed to the increased competition in the industry and the economic crisis in the country. To outstand from the others, reach their target audience and achieve better results, the partners need to invest in marketing strategies, but given their limited capital to invest in the field, the partners are facing a dilemma: should they focus on traditional marketing or digital marketing actions? As a teaching tool, the case was developed to be used in graduate and undergraduate courses in Business Administration and Marketing. The discussion in the in Marketing Management and Digital Marketing courses includes topics such as marketing management and digital marketing.
Reference Key
kieling2017administrao:snapping Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors ;Ana Paula Kieling;Estela Maria Hoffmann;Ricardo Boeing
Journal international journal of energy research
Year 2017
DOI
10.13058/raep.2017.v18n1.471
URL
https://raep.emnuvens.com.br/raep/article/view/471
Keywords Keywords not found

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