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Wowprime is the prime leading conglomerate in the food service industry enjoying an NTD18 billion annual revenue. It has established a successful business model for creating multi-brands within the conglomerate, and yet it has also encountered crises in its operation as a compound-structured business, whereby challenges have gradually surfaced. This study aims to analyze one of Wowprimes’ first self-owned brands, the Pinnada Japanese Fried Pork Chop Restaurant, and through discussion on its branding position and operation strategies, discover how Pinnada made it through the unique process other brands in the industry seldom face, and how it survived the many crises presented. Businesses nowadays face a rapidly changing and competitive environment, they are pushed to constantly create their own market niche and breakthrough point so as to revive their operations. Through cross examining of internal secondary information and important persons of interests’ statements, this study has observed and analyzed the brand operation and operation team in action, and hopes to reflect upon Wowprime’s long-term operation model through the Pinnada brand case discussion. It is hoped that by analyzing the process of its operation and its following resulting affects, the essence of the service industry brand operation may be discovered and further provided to the industry and academia as future reference so as to strengthen Taiwan’s food services industry and nurture its growth in international development.
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