Marketing Plan - Sushi Restaurant

2886 Words Dec 15th, 2012 12 Pages
Marketing Plan for Masamoto Sushi & Asian Grill

Situation Analysis

Company Analysis
Masamoto Sushi & Asian Grill is a local restaurant which focuses on offering fresh, affordable, healthy and unique Asian cuisine for the suburban food enthusiasts. It is conveniently located on Route 202 in the Keystone Plaza shopping center within the suburb of Chadds Ford, PA. It was founded in the fall of 2007 by executive chef / owner Johnny Cai. Masamoto's offer dishes from multiple Asian styles including Japanese, Chinese, and Thai as well as exceptional sushi creations. To help promote an upscale dining experience, earth tone colors throughout the dining room create a gentle, flowing ambiance for their customers. Their friendly,
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These price conscious consumers also sometimes prefer to bring their own alcohol to dinner, rather than purchasing it at the restaurant.

Competitor Analysis
The pure competition of Masamoto Sushi and Asian Grill offers similar products in the same industry but for a slightly higher price. Some competitive advantages of the competition include more favorable locations, bigger dining rooms to seat more customers and larger wait staffs for quicker service. Competitive rivals of Masamoto's include Mikimotos, Jasmine's Asian Fusion, and the Asian chain restaurant P.F. Chang's. All of Masamoto's competitors offer happy hour special during the weekdays. There are also several local establishments that specialize in Chinese food takeout offered a lower price point.

Analysis of the Market Context – External Market Environment
Economic environment – Because the United States is still recovering from the recent recession, more and more consumers are price sensitive. Consumers are saving more and have less disposable income to spend on dining out. This is one of the major threats to Masamoto's. They need to be able to convince consumers that they are receiving an excellent meal at a good value by eating at their establishment. Masamoto's must also be smart in their pricing strategy because high prices can drive away consumers, but prices too low can result in little or no profit.
Technological

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