CASE STUDY 1:

Abou Shakra Restaurant: Creating Customer

Value The Old-Fashioned Way

Popescu Adrian-Constantin
Group 111
FABIZ - eng

Questions for Discussion

1. Describe Abou Shakra in terms of the value it
provides for
customers.
Considering the facts that were presented previously in the case study, we can presume that
Abou Shakra has, through its more than 67 years of activity, maintained its original marketing
orientation, that of a product orientated company, the leadership of the restaurant believing that if the
company provided good service for the customers, the general location and advertising of the
company would not be top priority. Having this in mind, the company focused on increasing the value
of their products by continously increasing the benefits of their clients, while keeping the
customerscosts at a favourable constant.

2. Suggest other methods by which Abou Shakra can

provide
value to its customers.
In my own opinion, considering the fact that for more than 67 years, Abou Shakra has had its
main focus on the quality of service it provided to its customers, I do not believe there are many other
methods through wich the company could increase the value the clients recieve, at least not without
reducing either the profits or worse, the quality of the services that Abou Shakra values so much
.
Even so, the company may choose, at least for an experiment to see if their revenues are
changed in any aspect, to elaborate their advertising plan. Also, they could also try to bring more
benefits to the clients, in the shape of promotional offers, coupons etc. Although these actions can
probably be easily taken by the company, I generally believe that it is in the companys best interest if
it takes a more conservative approach on the matter of handling value, because I do not think that
either changing the benefits or the costs of the clients will make any changes for the restaurant chain in
the long run, as it is quite clear that their current approach has worked best in the past 67+ years.