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Case study 12: planning for effective international marketing: can a local Thai brand restaurant compete successfully within the AEC? - Little Home Bakery Restaurant

Chapter


Abstract


  • In the past, Little Home Bakery and Restaurant was one of Bangkok's most iconic restaurants. For more than half a century, the brand was highly regarded and keenly celebrated by its patrons as a trendy and modern restaurant. Its products and services included comprehensive bakery products and a large selection of Thai and international food. With only minimal competition in this specialised area of food and service supply, Little Home Bakery steadily increased its popularity and enjoyed sustained success and competitive advantages over its few rivals.

Publication Date


  • 2014

Citation


  • Kattiyapornpong, U. (2014). Case study 12: planning for effective international marketing: can a local Thai brand restaurant compete successfully within the AEC? - Little Home Bakery Restaurant. In R. Fletcher & H. Crawford (Eds.), International marketing - An Asia-Pacific Perspective (pp. 676-679). Frenchs Forest: Pearson Australia.

Book Title


  • International marketing - An Asia-Pacific Perspective

Start Page


  • 676

End Page


  • 679

Abstract


  • In the past, Little Home Bakery and Restaurant was one of Bangkok's most iconic restaurants. For more than half a century, the brand was highly regarded and keenly celebrated by its patrons as a trendy and modern restaurant. Its products and services included comprehensive bakery products and a large selection of Thai and international food. With only minimal competition in this specialised area of food and service supply, Little Home Bakery steadily increased its popularity and enjoyed sustained success and competitive advantages over its few rivals.

Publication Date


  • 2014

Citation


  • Kattiyapornpong, U. (2014). Case study 12: planning for effective international marketing: can a local Thai brand restaurant compete successfully within the AEC? - Little Home Bakery Restaurant. In R. Fletcher & H. Crawford (Eds.), International marketing - An Asia-Pacific Perspective (pp. 676-679). Frenchs Forest: Pearson Australia.

Book Title


  • International marketing - An Asia-Pacific Perspective

Start Page


  • 676

End Page


  • 679