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Annapurani Vegetarian Restaurant (C): International Marketing Research

CASELET, MARKETING RESEARCH
ET Cases, 2 Pages
AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary

Case Preview

Annapurani Vegetarian Restaurant (C): International Marketing Research

 

Arun Kumar (Arun) and his friends Rajesh Kumar (Rajesh) and Nandini Rajan (Nandini) completed the analysis of data that collected from the customers at Annapurani Vegetarian Restaurant (AVR) – a popular restaurant chain in Chennai and submitted a report as committed.

As Senthil was not satisfied with the report that the team – Arun, Rajesh and Nandini – had submitted to him, he informed that that he would not use them for future research. Although it was a well-formatted report, Senthil sensed that it required a lot of improvisation. As a result, Senthil decided to approach a marketing research consultant for his overseas expansion project. He shared his thoughts with one of his close friends who in turn suggested him to consult Sethu Raman (Sethu), an independent Marketing Research Consultant. After taking appointment on August 16th 2016, Senthil met Sethu to discuss his overseas plans..................

Teaching Note Preview

Annapurani Vegetarian Restaurant (C): International Marketing Research

 

Preamble to this Caselet Analysis

This caselet series is meant to introduce the students/participants to the nuances of SEM and Report writing in marketing research context. This caselet series provides scope to discuss how to evaluate the factors influencing food service quality of AVR on a set of variables or product attributes. While Caselet (A) was used to provide the right perspectives on SEM, Caselet (B) was used to provide the right perspectives on Report writing and Caselet (C) was used to provide scope to discuss about international marketing research. Accordingly, this caselet series was orchestrated in the following way [Exhibit (TN)-I]............

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Product code: MR-2-0023(c), MR-2-0023A

Abstract

This caselet, third in this series, provides scope to discuss and understand the framework for international marketing research. Senthil Kumar (Senthil), the Founder of Annapurani Vegetarian Restaurant (AVR), a popular restaurant chain in Chennai, wanted to increase the number of repeat customers and new customers and to know the potential for opening the restaurant business overseas. When he decided to approach a consultant, his son, Arun Kumar (Arun) intervened and convinced Senthil that he would take up the project of increasing repeat customers and new customers, along with his friends. However, as Senthil was not satisfied with the analysis report he decided to approach a professional marketing research consultant for his overseas business expansion. Sethu Raman (Sethu), a Marketing Research Consultant, agreed to take this research project. However, Sethu quoted the research would take more time as it is different from usual marketing research and there would be few challenges in doing marketing research in foreign countries.


Pedagogical Objectives

  • To discuss and understand the framework for international marketing research
  • To discuss the challenges while doing international marketing research

Case Positioning and Setting
This caselet can be used in MBA Program – Marketing Research Course – To understand the framework for international marketing research



This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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