Aoyama Daiki (2024) Eastern Flavors in a Western Market: Building a Japanese Restaurant in Budapest. Faculty of International Management and Business.
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Abstract
This thesis will analyze the strategic market entry and post-entry expansion strategy of WAFU, a Japanese restaurant chain in Budapest, Hungary, paying attention to its successful adaptation in the foreign market. Therefore, the critical success factors of WAFU include cultural sensitivity to culinary traditions and strategic adaptation of Japanese culinary traditions with new customer-orientation strategies while applying an in-depth demographic and psychographic study.WAFU’s integration of authentic Japanese culinary practices with Hungarian preferences, alongside its commitment to quality and authenticity, has endeared it to a diverse clientele and set a benchmark for operational excellence and strategic marketing in the international culinary scene. The thesis explores the restaurant’s use of digital marketing and social media to enhance brand visibility and customer interaction, creating a compelling brand narrative that positions WAFU as a sought-after gastronomic destination in Budapest.Additionally, the research addresses the operational challenges faced by WAFU, such as supply chain complexities and regulatory compliance. It discusses potential strategic solutions like planning a central kitchen to streamline future operations. These insights provide a roadmap for overcoming common hurdles in international market expansions.These thesis findings underline that authentic cuisine would override geographical and cultural boundaries. However, at the same time, businesses pay strong attention to cultural adaptability, strategic market analysis, and a focus on customer-centric approaches. The success of WAFU in Budapest is. However, another case is to be taken by others as an example for other restaurants looking to bring internationalization into reality and vibratingly show the balance between tradition and innovation while creating an internationally attractive dining experience.
Institution
Budapest Business University
Kar
Faculty of International Management and Business
Department
Nemzetközi Kereskedelem és Logisztika Tanszék
Tudományterület/tudományág
UNSPECIFIED
Szak
| Item Type: | Thesis (UNSPECIFIED) |
|---|---|
| Uncontrolled Keywords: | Branding Strategies, Budapest, business development, logistics, marketing, restaurant, WAFU |
| SWORD Depositor: | Archive User |
| Depositing User: | Archive User |
| Date Deposited: | 2024. Sep. 26. 07:59 |
| Last Modified: | 2024. Sep. 26. 07:59 |
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