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商品編號： 9-511-052 出版日期： 2010/09/08 作者姓名： Bell, David E.;Riis, Jason 商品類別： Marketing 商品規格： 26p 再版日期： 2011/02/04 地域： 產業： 個案年度： 2010 -
商品敘述：
Red Lobster, a 40-year-old chain of seafood restaurants, has just completed some market research revealing an opportunity to shift their target customer segment. The chain is in the final stages of a 10-year plan of rejuvenation under CEO Kim Lopdrup. When he took over as CEO in 2004 the chain was closing restaurants and suffering declining same store sales and declining customer satisfaction. But in 2010, even in a recession, the fortunes of the chain are improving. A recently commissioned market research study has revealed, unexpectedly, that 25% of Red Lobster''s customers are "experientials," people coming for a "good evening out" rather than Red Lobster''s traditional core customer who came because of a craving for seafood. Should this news cause Lopdrup to do anything differently?
涵蓋領域：
Market segmentation;Consumer behavior;Market research;Market analysis;Customer experience
相關資料：
, (9-511-139), 18p, by Jason Riis
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