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When Theory Meets Reality: Telling the Story of Locanda

HBS News Dr Georgiana Grigore 06 Mar19 1 docx mtime20190306113828

In their Marketing Management group assignment, four teams in the Full Time MBA 2018/19 cohort were asked to draw up a marketing plan for a product, service, or societal/environmental cause of choice.

The winning team, consisting of Saad Alhamidi, Fabian Cardozo Cajamarca, Jean-Phillipe Richard-Charman, Ina Tshiteta and Yan Yang, chose to create a Marketing plan through brand story-telling and integrated marketing communication (IMC) for Locanda, an Italian Restaurant located in the historical city of Xi’an, in Shaanxi, China.

As a result of this assignment, Locanda now has an active website, a previously inexistent marketing manager, and control over its presence in user-generated content pages such as TripAdvisor, amongst other interesting changes.

After presenting the marketing plan to guest judges from the industry and the rest of the MBA cohort, the team and their project were voted as the best presentation and won tickets to visitor attraction Madame Tussauds, sponsored by Mr Dare Ilori, Group Head of Sustainability at Merlin Entertainments. The award is an example of Merlin Entertainments´ Corporate Social Responsibility endeavours as the company recognises and supports great business development ideas in the local community.

Team member Fabian Cajamarca said:

"We chose Locanda not only because it belongs to our team mate Yan, and gave us the opportunity to help her out, but also because it was the perfect opportunity for us to see whether what we had learnt in Marketing Management is applicable in practice"

"Aside from using great team work, clear communication and capitalising on our strengths, we learned that marketing theories are there as guidance and when adapted to practice, they can produce scalable results."

Marketing Management Module convenor: Dr Georgiana Grigore

Winning Team Members, FTMBA 2018/2019: Saad Alhamidi, Fabian Cardozo Cajamarca, Jean-Phillipe Richard-Charman, Ina Tshiteta, Yan Yang

Published 7 March 2019

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