Marketing Plan

Who would have ever thought a small amount of rice with raw fish on top of it would become so popular across the world? Sushi’s fame jumped an ocean across and became popular in the USA. Many factors contributed to its popularization and has helped make its place in the American cuisine. As time passed by, the simple creations of sushi evolved to complicated combinations and eye catching presentations today. This change was welcomed because it gave a new perspective of the dish, giving it a new face.

This marketing plan lays the foundations on which to build a solid and successful entry and entail a marketing campaign promoting core brand attributes and aligning them with our target market. To keep the plan on track specific objectives have been created to guide all strategic decisions. The objectives are divided into marketing and financial objectives

Chopstix Chinese Restaurant is a family-owned company founded in the early 1990’s in response to the changing social trends in Kenya. As the average customer was now becoming more sophisticated in their tastes, Chopstix, in turn, introduced a sophisticated variety of Cantonese cuisine for all customer demographics. The restaurant’s excellent location between the city centre and affluent residential suburbs, together with efficient

Furthermore, it is just coming into the growth stage of business with the highest branch in the Japanese restaurant segment. It has high growth potential on business expansion plan all over countries.

When someone thinks of a “Sushi and Grill,” what may pop into mind is a mysterious, steamy, earthy environment with fish heads staring at you from butcher paper on every counter, causing you to almost openly question the quality of the food you’re eating. However, the (slightly rude) stereotype does not hold true for a modern, upstanding restaurant like Ponzu. When you walk into the

For this Business Strategy Report, I have selected a restaurant chain named Nando’s. It was established in 1987 by two friends, Fernando Duarte and Robert Brozin (Nando’s.com, 2017). Although being a South African brand it has Portuguese influence and the restaurant chain depicts these designs. Nando’s specialty is flame-grilled chicken spiced with their unique selection of marinade sauces and spices ranging from mild to extra hot and for those individuals not into the hot stuff, there’s a lemon and herb option. It also has other selected food options to choose from in their attractive menu. Its niche market is working middle class male and female customers who enjoy spicy food and casual dining. It also caters for kids and families.

Another big opportunity for them is to expand into major markets that are stable. Currently, they have very few stores that are in Europe which is strategically placed. They have settled their 6,500 stores in locations that have a lower income. This results in the increase of sales because the lower the income the more propensity the people have to eat fast food.

To owner, Rocky Aoki and his team, their understanding on consumer patterns became their advantage; the consumer’s distrust of exotic food and their enjoyment of eating in exotic surroundings, and the customer’s interest in watching their food cooked. Though unique, this system allows the business for greater control on the flow and options given to the customer.

Osaka Sushi and Hibachi, Roseville, Minnesota, 5PM. Feeling a bit nauseous, nervous, walking up to the entrance of the restaurant, mother and grandmother a few steps in front of me. Today was the day, I waited three months for, the day in which I get to try Japanese cuisine. What should be expected? What if it tastes less than desirable? Will my etiquette be correct? I prepared and researched several hours in advance regarding this. Once inside the restaurant, following closely, the three of us were seated at an interesting table; like none of other restaurants in the area. A large, open, flat-topped stove stands in the center, behind it, a chef stands, smiling as we sit down and open the thick menu of food items. Scanning the chef, noting his tall white hat, his crisply clean white apron, black uniform, posture, it’s not difficult to tell that he had been an employee for a significant amount of time.

Perhaps the biggest strength for Sushilicious was the proof of concept that Woo had managed to create with his first successful store. By broadening the appeal of sushi to a new audience of families, young professionals and students who were not considered prime clientele by existing sushi restaurants, Woo had shown that Sushilicious is sitting on a very viable and non-traditional marketing segment. Furthermore, this viable business segment had virtually no existing barriers to entry nor rivalry amongst a large body of existing players when viewed from the prism of the five forces. Lastly, from the standpoint of buyer’s bargaining power, the apparent lack of existing competitors only marked the playing field tilt in the favor of

Sakae Sushi is a restaurant that serves Japanese cuisine. With its restaurant chain based on Singapore, the first opening outlet was in 1997. Sakae Sushi serve their food on the conveyor belt. The restaurant have boasts over 100 outlets across the Singapore and many other country. Sakae Sushi also popular with its iPad self-ordering. The one that has made Sakae Sushi happens until today is an entrepreneur named Douglas Foo, now is the chairman CEO of Sakae Holdings. From the history, sakae means “growth” in Chinese character. The implement of modern technology in terms of preparation of food and customer service has been a signature mode of operation for Sakae Sushi.

Basically, I imagined walking into a Subway only to find itamae’s rolling sushi and steaming rice. I believe the idea of having carry-out sushi will appeal to many customers. Not only does it alleviate cravings fast, but it is time efficient for people on their lunch breaks or on the run. By not limiting Shifuku Sushi to take-out, I also am allowing customers to lounge around and enjoy their sushi in a relaxed environment with WiFi capabilities.

Little Tsukiji is a Japanese restaurant serving sushi, sashimi and teppanyaki. Japanese food is very much popular in Singapore. In Singapore, it is very common for office workers to eat out for lunch. “As of 2001, there are more than a hundred Japanese restaurants in Singapore, of which about one-third are sushi restaurants. The rest include family restaurants, izakaya, teppanyaki, ramen and fast food restaurants. And in many Japanese restaurants, sushi and/or sashimi is a must on the menu.” (Ng, 2001, Pages 8 – 9) Therefore, the choice of a restaurant specialising in teppanyaki, as it is not as common in Singapore and there is a lot of opportunity to make a mark with differentiation in products.

What is Sakae Holding? Basically, they are under Food & Beverage (F&B) sector, which sells Japanese food, mainly Sushi, and more commonly known is their Sakae Sushi. They had set up companies and businesses in Singapore, China, India, Indonesia, Japan, Malaysia, Philippines, Thailand, United States of America and Vietnam. Within the Sakae Holding, it has brand names such as, Sakae Sushi, Sakae Teppanyaki, Sakae Delivery, Sakae Junior Club, Hei Sushi, Hei Delivery, Senjyu, Crepes & Cream, Sakae Express, Sachi and Nouvelle Events, which provides a great dining experience for people. In the year 2013, Sakae Holding has made a revenue of $100 million, an increase of 4.3% as compared to $95.9 million in the previous year. In today’s society, as technology is getting more and more advance, some technology such as Patented Interactive Menu (IM) used in Sakae Sushi allows customers to browse and place orders. Customers can also use their smart phone application to order delivery. In order to maintain good quality food, they use Radio Frequency Identification System (RFID) to keep track the food freshness. As people are looking for more interesting activity, Sakae Holding set up a Sakae Junior Club which allows people to make their own Sushi.

This report provides an analysis and evaluation of the current and prospective marketing, sales strategy, target customers, production cost, expenses and capital requirements of Sakae Sushi. It is an in depth report that discusses about the rise of Sakae Sushi as one of Singapore’s major restaurant chains. This report talks about the methods