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Joes Crab Shack Business Plan

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Joes Crab Shack -- Preliminary Marketing Plan in a Foreign Market
Our segment are people who love seafood and want to experience the American comfort foods that they hear so much about. We are hoping that an appeal of the American comfort foods will be a nice treat to those American tourists who are visiting Niagara Falls. Our target demographic are families, children, millennials, retirees, and Americans who are visiting the Falls. Our position in the market is as an American chain of informal beach themed dining.
Our strengths include: high quality seafood at over 100 locations already in the United States we are pretty strong in our domestic market and experienced in our business unit. We also possess a diverse menu including items such …show more content…

As mentioned above we will have to incorporate Canadian traditional and comfort foods in to our menu. We will have to conduct market testing in order to determine which American comfort foods the new Canadian market will purchase and which should be eliminated from our Canadian menu. We are at an advantage already; it has been reported that 88 percent of Canadians have recently eaten seafood. Fish and seafood is also one of the largest food sectors that are exported by Canada. We will be able to use the abundance of that food to our financial advantage. We will be able to see slightly lower raw products cost, since seafood is known to fluctuate wildly throughout the year, as well as being reassured that Canadians will want to eat the food that we are selling in our restaurant. The fact that one of canada’s most valued exports includes: lobster, snow queen crab, farmed Atlantic salmon and shrimp, is a happy bonus to our bottom line. We should be able to buy directly from local fisheries. That will not only give us a more positive image with our new Canadian market, but we will be able to advertise that we use fresh locally sourced

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