Dramatic rumors of Hakata Shogun ramen at Esplanade Ratchada: implications and lessons.

Abstract

Due to the available of internet connections everywhere, there is a new trend of information flow which is social network. Word of mouth could be transferred overseas in overnight, regardless the accuracy of the information. Audiences are the one who choose the media to consume. This research paper will provide the case study about a dramatic rumor of a ramen shop, Hakata Shogun Ramen, which spread all over the internet in overnight and change the situation of ramen shop upside down. After the owner announced that it was only a misunderstanding, people still go to the restaurant, but after several months passed, the number of customer declined. Therefore, the research purpose is to analyze the situation with basic marketing tools, marketing mix and SWOT analysis, to find out the problems in the business which caused it to be unsuccessful, even there is high trial rate in product after the rumor.

KEY WORDS: Marketing Mix/ Food Business/ Ramen/ Internet/ Rumor