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Creating a market entry strategy for an affordable, mid-scale sushi house in bintaro jaya

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The sushi restaurant market is experiencing a rapid growth. In order to explore the opportunities of competing on this market, this thesis applied two existing theories: Porter?s Five Forces and the Blue Ocean Strategy to understand the market and create a market entry strategy for ?Enamura? Sushi House. The purpose of the thesis is to see if a combination of these two theories is useful for providing an analytical framework to create a market entry strategy for ?Enamura? to enter the sushi restaurant market in Bintaro Jaya. This research use qualitative method as the core method with a deductive approach. Data collections use both primary data and secondary data.rnThe results of the study showed that the combination of Porter?s Five Forces and the Blue Ocean Strategy was useful for providing analytical frameworks to create an entry strategy for ?Enamura?. The findings indicated that Porter?s Five Forces can help with providing an analytical framework of the sushi restaurant market, and the Blue Ocean Strategy can help creating differentiated value offerings in order to address the competition related challenges revealed during Porter?s analysis, thus creating an entry strategy for ?Enamura?. The results are relevant to entrepreneurs interested in opening restaurants in the sushi restaurant market.

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Availability

B00990

(wh)

Available but not for loan - Missing

Detail Information

Series Title

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Call Number

990

Publisher

: Swiss German University., 2011

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

HTM

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