B Company is a big fast-food burger restaurant that is exclusively for fries and burgers. The business of B Company gradually decreases as people become little conscious on their health, as it involves more fatty and high-calorie foods. Later, B Company came up with an idea of low-fatty fries to bring the health-conscious consumers. This type of French fries is known as “satisfries”. However, this is not enough for the company to make the healthy food lovers happy. Satisfries were considered less than the fry fiasco. Characters in the case: B Company. To discuss: Whether B Company creates the customer value or chases the trends. Introduction: Marketing environmental forces are classified among 5 areas: Political and regulatory environment Economic environment Competitive environment Technological environment Social and cultural environment

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Chapter 3, Problem 3.16VC

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Case summary:

B Company is a big fast-food burger restaurant that is exclusively for fries and burgers. The business of B Company gradually decreases as people become little conscious on their health, as it involves more fatty and high-calorie foods.

Later, B Company came up with an idea of low-fatty fries to bring the health-conscious consumers. This type of French fries is known as “satisfries”. However, this is not enough for the company to make the healthy food lovers happy. Satisfries were considered less than the fry fiasco.

Characters in the case:

B Company.

To discuss: Whether B Company creates the customer value or chases the trends.

Introduction:

Marketing environmental forces are classified among 5 areas:

Political and regulatory environment

Economic environment

Competitive environment

Technological environment

Social and cultural environment

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