Covid 19 disease outbreak was indeed a global disaster. This pandemic forced for a changein consumer behavior in almost all the market sectors. The Botswana local restaurant brand‘The Braai Place’ had just hit the market to compete with the established internationalbrands like Nandos and others when this disease outbreak hit the world by storm. As aresult, consumers were forced to stop from going out to the restaurant but had to rely moreon placing their food orders online and they be delivered by the restaurant to the customers,homes. Something that seriously came as a challenge to the local brand that was justgaining its momentum. It had to re-strategize and employ new ways of adapting to thiscompelling situation where customers orders were now only received, paid for andprepared through an online system. An urgent need for a revamped website, orderapplication system as well as a secure online payment method was what they needed sinceall the competitors had also responded to such new market demands. The Braai Placecomes to you as they heard that you recently graduated from university and you could betheir lifeline with such a challenge. They request that you educate them on the differenttypes of attractors that are normally used to appeal to online customers and this list thatyou give in your presentations names the following: the entertainment park; the archive;exclusive sponsorship; the town hall; the club; the gift shop; the freeway intersections orportals; and the customer service centre.In their desperate situation, they humbly plead with you to describe in detail and wherepossible demonstrate through the use of example(s) any of the four (4) attractors listedhere.(b) By way of giving examples, define Dedifferentiation.
Covid 19 disease outbreak was indeed a global disaster. This pandemic forced for a change
in
‘The Braai Place’ had just hit the market to compete with the established international
brands like Nandos and others when this disease outbreak hit the world by storm. As a
result, consumers were forced to stop from going out to the restaurant but had to rely more
on placing their food orders online and they be delivered by the restaurant to the customers,
homes. Something that seriously came as a challenge to the local brand that was just
gaining its momentum. It had to re-strategize and employ new ways of adapting to this
compelling situation where customers orders were now only received, paid for and
prepared through an online system. An urgent need for a revamped website, order
application system as well as a secure online payment method was what they needed since
all the competitors had also responded to such new market demands. The Braai Place
comes to you as they heard that you recently graduated from university and you could be
their lifeline with such a challenge. They request that you educate them on the different
types of attractors that are normally used to appeal to online customers and this list that
you give in your presentations names the following: the entertainment park; the archive;
exclusive sponsorship; the town hall; the club; the gift shop; the freeway intersections or
portals; and the customer service centre.
In their desperate situation, they humbly plead with you to describe in detail and where
possible demonstrate through the use of example(s) any of the four (4) attractors listed
here.
(b) By way of giving examples, define Dedifferentiation.
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