Must prepare a dissertation proposal for an MBA dissertation based on the following details:
Case study on CC Turkish Restaurant in Qatar which is a one year old fast food restaurant serving Turkish food.
Title: Critical elements of branding – How CC Restaurant can utilize best practice to gain competitive advantage.
Details:
– literature review: this will cover details on branding such as definition, history, critical elements and best practices, brand equity and branding strategies. This will be done using books and journals
research to find what the brand means now to clients, potential clients and management.
-Perform semi structured interviews with clients -Perform semi structured interviews with potential clients who never tried the restaurant -Perform semi structured interview with the Turkish General Manager of the restaurant
After that in the discussion compare the findings with the best practices of branding and suggest how CC restaurant can change or improve its current practices to match the best practices in order to gain competitive advantage and achieve its long term goal of becoming an international brand which can be operated and franchised successfully in more than one country.
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