BASE ON THE GIVEN CASE BELOW. IDENTIFY THE FOLLOWING:

1. BACKGROUND OF THE STUDY 2. PROVIDE ATLEAST 2 STATEMENT OF THE PROBLEM REGARDING THE CASE. 3. PROVIDE 3 ALTERNATIVE COURSE OF ACTION (SOLUTION TO THE PROBLEM AND EXPLAIN ) 4. WHAT IS YOUR RECOMMENDATION (WHAT IS THE BEST SOLUTION FOR THE PROBLEM AMONG THE 3 ALTERNATIVE COURSE OF ACTION AND EXPLAIN) 5. PROVIDE NECESSARY REVIEW OF THE RELATED LITERATURE ( IN PARAGRAPH FORM)

Mass Market Restaurateurs The Shettys

The Shettys - a certain martial race community from Karnataka, like the Coorgis - are a case in point. They run the ubiquitous restaurants in Mumbai offering all things to all - South Indian and North Indian fare - yet, the food is rarely authentic. The sambar, a vegetable-cereal gruel, sour in taste, is not what it tastes back at home, the newly arrived South Indian in Mumbai discovers to his astonishment. It is actually sweet! The reason is classic marketing oeuvre: Gujaratis are the moneyed people in Mumbai, mostly in business and they prefer their dishes sweet; like the Rajasthanis, they perceive that anything that is sour must be stale! So the Shettys, despite being South Indian themselves, have tailored their offerings to the preferences of a certain large segment of the market and successfully established themselves. These customers, the Shettys have analysed, have the capacity to pay, are in the majority, and their preferences are governed by their cultural predispositions. It really didn't matter that for a connoisseur of authentic South Indian or Punjabi food that these restaurants were frustrating experiences. For the majority of the customers it was simply fine. Curiously, the Shettys could never replicate their Mumbai success anywhere else. One reason could be that the discerning diner in North and the East already had recourse to authentic Punjabi, Bengali, Chinese or South-Indian cuisines (availability). Another could be that no one community's preference guided the cuisine taste and design. So was the story in the South. Similarly, people in the North - and Delhi offers a good representative study - prefer their chicken dishes with bones; diners in Mumbai don't, probably because it is timesaving - a concept so dear to them.

Note: Take your time in answering. Thank you in advance and follow the format.