Action steps for African Business Schools
2011-05-24 13:56:36 UTC
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Case Study: Moyo's African brand: a brand extension and globalisation strategy
Title
Moyo's African brand: a brand extension and globalisation strategy
Author
Berkow, T ; Dorfling, T
Pages
18
Product Type
Reference #
306-397-1
Teaching Note
not available
Institute
Setting
Johannesburg
Year
2006
Keywords
Strategy; Marketing; Brand development
Summary/
Abstract
Abstract
It was mid-June 2005 and Jason Lurie, Managing Director of the Johannesburg-based Moyo restaurant chain, wanted world domination for the Moyo brand. Moyo restaurants, which contained a food, entertainment and retail shopping component, had achieved phenomenal success in the affluent suburbs of Johannesburg and Cape Town, and Lurie believed that the brand could be extended to a variety of products and services. As the first move towards achieving world domination, he was considering opening a 4,000m retail store.
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Reports on the AABS Members Meeting 2011 and Responsible Management in Africa Conference 2011
