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Submitted by aaronvales to the category Business and Industry on 03/01/2009 06:06 AM

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Case Title:

Statement of the Problem

- Eat2Eat is currently facing sluggish growth after five years of its operation.


- To increase the profitability of the company.

- To raise additional capital.

Strategy Elements

- is an Internet-based restaurant portal promoting fine dining in the Asia Pacific regions. And it is an online reservation service.

- By January 2006, covered more than 800 restaurants in Bangkok, HongKong, Kuala Lumpur, Shanghai, Singapore, Seoul, Sydney, Taipei and Tokyo.

- The company also sold Web site banner advertisements to restaurants wanting additional promotions that contributed an additional 20 percent of the company’s total revenues.

- In 2004 Eat2Eat adapted to make its content and booking function accessible through WAP-enabled mobile phones.

- In 2005, third-party negotiations contributed the remaining 40 percent of Eat2Eat’s revenues through credit card companies.

- focused their promotional...