A Johnny Amidst Jugnus. Issue 1 (March 2021)

• Record Type: Journal Article
• Authors: Zahid, Adnan; Zaffar, M. Adeel; Aurengzeb, Hamza
• Is Part Of: Asian journal of management cases. Volume 18:Issue 1(2021)
• Page Start: 23
• Page End: 33
• Publication Date: 2021-03
• Subjects: Entrepreneurship -- pricing -- marketing -- food industry; Industrial management -- Asia -- Periodicals; Industrial management -- Asia -- Case studies -- Periodicals; Management -- Asia -- Periodicals; Management -- Case studies -- Periodicals; 658.0095
• DOI: 10.1177/0972820120978709
• Languages: English
• ISSNs: 0972-8201

Abstract

The case recounts the story of Johnny and Jugnu, the fast-food restaurant's initial journey. The story is then supplemented by details of the marketing mix (price, product, place and promotion). All decisions have been made, except for the pricing decision. The case hinges on this important decision. The four partners seem to disagree on pricing, and the case data helps students make this decision for the protagonists.