Assignemnt
Review this week's required reading: "Marketing tradition-bound products through story-telling: a case of a Japanese sake brewery" by Yong-sook Lee and Woo-jin Shin.
As you read the article consider the different marketing communication components employed by the sake brewery and how they are integrated.
Write a three page paper
* Explain the positioning approach used by Benihana.
Identify the core target audience for Benihana.
* Using information from the case history on identifying a story, what story could Benihana use to explain its concept? Describe the story.
* Compare and contrast the story-telling approach used by the sake industry in Japan to how alcohol tends to be promoted in the United States.
Alcohol sales are an important component of the profitability of a restaurant. Discuss how the Japanese sake industry could integrate its story-telling approach to increase its sake sales in the environment of a restaurant chain such as Benihana.
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.
Attachment:- Marketing.rar