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Rhine Garden Holdings Company Limited: The Next Strategic Move  
Product Ref: 06/303C Company: Rhine Garden Holdings Company Limited

Product Type: Case Industry: Hotels, Restaurants, Leisure

Related Product(s): Teaching Note
Authors: Simon Lam   Amy Tang
Started in 1992 by Tommy Fung and his two friends, Rhine Garden Holding Company Limited owned two Western restaurant chains in Hong Kong: Rhine Garden and Cafe Lagoon. Through the years, Fung, as managing director, had spent most of his time on establishing a solid operational foundation for the company and on expanding by opening stores in satellite towns in the New Territories. Now that he planned to expand into high-rental, city-centre, commercial districts, there was an urgent need for him to establish a clear strategic marketing direction for his business before committing more resources to further store expansion.
Functional Area : Production & Operations Management
Strategy & General Management

Issues: Restaurants, Marketing, Brand Positioning, Operations Management, Strategy, Brand positioning decision, service marketing
Length: Text: 10 pages
Exhibits: 14 pages
Country: China (People's Rep. of)
Hong Kong SAR

Pub. Year: 2006 Level of Difficulty: 1
This product type is available in the following language(s):      English
Related Information: N/A
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