Snapping up the market: the Rock Hamburgueria case

Authors

DOI:

https://doi.org/10.13058/raep.2017.v18n1.471

Keywords:

Marketing Management, Digital Marketing, Marketing Strategy, Case Study

Abstract

This study case aims to offer the students an opportunity of experiencing relevant situations to the marketing context, from the management analysis of Rock Hamburgueria, an establishment that sells gourmet burgers in a competitive environment. The restaurant, opened in 2014 in Florianópolis, SC, Brazil by Melissa Andrade and André Fernandes, was profitable in its first year of activity, but has suffered a drop in sales, attributed to the increased competition in the industry and the economic crisis in the country. To outstand from the others, reach their target audience and achieve better results, the partners need to invest in marketing strategies, but given their limited capital to invest in the field, the partners are facing a dilemma: should they focus on traditional marketing or digital marketing actions? As a teaching tool, the case was developed to be used in graduate and undergraduate courses in Business Administration and Marketing. The discussion in the in Marketing Management and Digital Marketing courses includes topics such as marketing management and digital marketing.

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Author Biographies

Ana Paula Kieling, Universidade do Vale do Itajaí, Biguaçu, SC

Mestre em Administração com ênfase em Marketing pela UFSC.

Áreas de interesse em pesquisa: Marketing e Comportamento do Consumidor.

Estela Maria Hoffmann, Universidade do Vale do Itajaí, Biguaçu, SC

Mestre em Administração com ênfase em Marketing pela UNIVALI.

Áreas de interesse em pesquisa: Marketing e Comportamento do Consumidor.

Ricardo Boeing, University of Wisconsin - Stevens Point, Stevens Point, Wisconsin

Doutor em Administração com ênfase em Marketing pela FGV-EAESP.

Áreas de interesse em pesquisa: Marketing e Comportamento do Consumidor.

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Published

2017-01-01

How to Cite

Kieling, A. P., Hoffmann, E. M., & Boeing, R. (2017). Snapping up the market: the Rock Hamburgueria case. Administração: Ensino E Pesquisa, 18(1), 153–186. https://doi.org/10.13058/raep.2017.v18n1.471

Issue

Vol. 18 No. 1 (2017): January-April

Section

Teaching Cases

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