Book is not the only source of knowledge but we can also find a lot of information on the internet. This is why the internet is a great source of information while at the same time being an unreliable source of information. Most stories that have been shared and reposted over and over again on the internet cannot be trusted.
Sometimes people read an impressive or dramatic story on the Internet and spread it by sharing it with their friends without informing them of the impact. The change in people's behavior causes information to flow in a new channel, where any story can be transmitted more easily than the day before, whether it is true or false. One of the problems in the digital age is that audiences should have their own firewall to protect themselves from the information trap of the Internet.
My lifestyle also consists of surfing the Internet and online in social networks, like most people in the big city like Bangkok, and I am interested in food. I am one of the people in the flow of this trend who share a food photo while trying new food or a new restaurant.
LITERATURE REVIEW
The ultimate goal of using SWOT analysis is to identify the critical factors affecting the business and then build vital strengths and correct weaknesses. This research only focuses on the strengths and weaknesses to analyze the internal factor of the restaurants in the area. It is the old formula from 1898 that still works well today and is widely used by marketers for creating content.
The important Storytelling is also the powerful technique that is very popular these days to make the product more interesting and memorable. Al Lautenslager wrote about the art of storytelling on Entrepreneur.com that a good story makes people listen to the message and then engage with it, and remember. Because of the freedom to extend the length of ads, they can make their ads more in-depth and put more emotion into them.
Nowadays advertising is more focused on 'attention'. to make them “interested” in the product and thus solve the problem of avoiding advertising. It would be better if they could make their content shareable and reap the benefits of word of mouth. The last two stages are difficult to reach, but the action phase is not the end of the road.
Parawee Kitchathorn, in her research on the factors influencing the intention to repurchase an airline ticket, concluded that satisfaction was found to have a strong influence on repurchase intentions. Respondents who report high levels of satisfaction with airlines are likely to have high repurchase intentions. Customer satisfaction with a product or service is one of the key factors of a company's success and long-term competitiveness.
From the journal of Jones, Mothersbaugh & Beatty stated that previous research also found that satisfaction has a positive influence on repurchase intention.
RESEARCH METHODOLOGY
Method and Case selection
Therefore, I take the opportunity and analyze with marketing tools, which are marketing mix and SWOT analysis, and compare with direct competitors in the area to see the situation. These very common tools will help us understand the elements of the restaurant and learn about the case. Moreover, I supported it with some research and theory to find the recommendation and conclusion in the last part.
Case study
Moreover, I supported it with some research and theory to find the recommendation and conclusion in the last part. who works hard to save the last amount of money invested in the ramen shop”. the dramatic story is about Takasan who. who pass by on foot to visit his shop. Then she got the answer about his last savings that had been invested in the store and his sick wife. That's why he yells on the escalator for four to five hours every day, even though he can't speak Thai or English fluently.
People line up in front of his restaurant like never before. to this store and support him by eating his ramen b strong and keep working hard. In May 2014, there was a topic shared on social media about "the old man working hard to save his last amount of money invested on ramen shop". tory is about Takasan shouting in the Thai-Japanese phase to invite passers-by to visit his shop. This is the reason to shout at the clock for up to five hours every day, even he cannot speak Thai or English fluently.
After that it spread across all social media like Pantip.com. online board, Wongnai.com-food-review community and even posted his act on Youtube.com. People are queuing in front of his restaurant like never before. see picture 3.1) Most people commented that they will go to this store and support him by eating his ramen because he was so kind, but stay strong and keep working hard. see figure 3.2) The price of food is not cheap either and. Then she got an answer about his last savings, which he invested in the store and his sick wife.
The information she received is that this man did everything he could to ensure his and his family's survival. That's why he shouts at the clock until five o'clock every day, even if he doesn't speak fluent Thai or English. She then wrote the status and shared it on social media such as Pantip.com review community, and even many people posted her status on each channel.
People line up for him. Most people commented that they will go because he was so pathetic, but stay. Even the price of food is not cheap and.
RESULT & DISCUSSION
- Discussion of finding
- Hakata Shogun Ramen’s components of marketing mix
- Product
- Price
- Place
- Promotion
- Analyze Hakata Shogun Ramen’s phenomenon by using AIDA Model
- Value and satisfaction
博多将軍ラーメン 八番ラーメン 大阪とんこつラーメンみさわ 図 4.1 3 店の丼装飾を比較します。博多将軍ラーメンと大阪とんこつラーメンみさわはほぼ同じですが、価格は大阪とんこつラーメンみさわの方が100バーツ以下からと安いです。博多将軍ラーメンは付加価値税を含みます とんこつラーメンの最小サイズは、付加価値税を含む博多将軍ラーメンが 128 バーツ、大阪とんこつラーメンみさわは 135 バーツです。
If you compare the price to the product, Hakata Shogun Ramen has less value than other brands in terms of price and portion. These three shops are located within a radius of 500 meters from each other. see picture 4.2) Hachiban Ramen is also located on the B floor of Esplanade Ratchada as Hakata Shogun Ramen, while Osaka Tonkotsu Ramen Misawa is located far across the street. The location of both Hachiban Ramen and Hakata Shogun Ramen is an advantage because they are in a community shopping center that is easily accessible.
For Hakata Shogun Ramen, if we compare it to Hachiban Ramen which is in the same place, this is it. In terms of location, Hakata Shogun Ramen and Hachiban ramen are in the same location, making them direct competitors to each other. Next, I will analyze Hakata Shogun Ramen mainly by comparing it with Hachiban Ramen in all aspects.
Hakata Shogun Ramen only focuses on offline, manual promotion, so the shop owner works very hard alone. Hakata Shogun Ramen's owner tries to attract the attention of the crowd by promoting that his ramen is delicious and has various choices. Fortunately, there was a miscommunication from the third party to the customer about the dramatic life of Takasan, Hakata Shogun Ramen's owner.
Many people who were fooled into trusting the rumor on the internet still insist that they will continue to go to Hakata Shogun Ramen because they are impressed by the food and the owner's efforts. Hakata Shogun Ramen sells ramen in the same mall with Hachiban Ramen in higher price and smaller amount. This means that Hachiban Ramen offers more value for money compared to Hakata Shogun Ramen.
RECOMMENDATION & CONCLUSION
- Lesson learned from the case
- Limitation
- Recommendation
- Conclusion
Since marketing is a sophisticated and complex science, this research can only cover very few aspects that make a restaurant not very successful. In the product analysis part, this research analyzes ramen mainly based on the researcher's point of view and comments from the Internet without conducting marketing research. The recommendation for the Hakata Shogun Ramen case from my personal perspective is "as a business owner, you should manage your basic elements of the marketing mix well".
If you want to afford anything, think of the product first because it's your reputation. This paragraph may be my personal bias, but it reflects that I, as a ramen consumer, also consider these details while consuming a simple dish like ramen. As a ramen restaurant, at least Hakata Shogun Ramen should make their ramen look good when served to show their meticulousness.
They don't need to change the recipes, just make sure it's still as hot as ramen should be. This is a good thing, but he needs to take advantage of things around him to increase the opportunities. As a famous proverb said "time and tide wait for no one", the shop owner did not go with the tide and it is a shame to miss the opportunities to gain the competitive advantages.
Price is another element that must go together with quality to create value for the product. The price value of the product can make the customer happy to buy yours, but it does not guarantee the impression after testing. The last element in the marketing mix is product, which is the core of the business, which provides competitive advantage.
However, it must also be coordinated with other elements of the marketing mix.
