The strong point of the D’Cost strategy was the huge faith on their customers and suppliers. Faith was the primary driver of their success, the underlying factor of their business strategy. Their supply chain strategy depended on good relationship with suppliers. Their promotion strategy was unheard in the industry – offering extras to customers. The Up To You Price, Age Discount, and Wedding Reception basically subsidized customers who, in turn became voluntary brand ambassadors.
Course Major: Product and Brand Management, Consumer Behavior
Related Topics: Marketing Mix, Product Offerings, Value Chain, Consumer Decision-Making Process
Teaching Note Availability: D’COST SEAFOOD RESTAURANT’S LOW-COST STRATEGY: THE LESS-TRAVELED ROAD TO SUCCESS [Teaching Note]