OPPapers.com

Marketing Plan

Executive Summary

Sakae Sushi is a local Japanese restaurant which offers affordable, good quality and healthy Japanese food. Despite the stiff competition, it is currently the market leader. The purpose of this marketing plan is to identify and analyze the current market, future market and possible opportunities to capture a bigger market share which in turn leads to increased profits. Key issues of how they are going to maintain as market leader through the use of new marketing strategies to create brand awareness and increase brand equity will be discussed in this report.

Sakae Sushi is the flagship brand of Apex-Pal International Ltd and is the largest local chain of Japanese restaurants. The segments they are targeting now are Generation X, Generation Y, DINKS and SINKS. These consumers are generally of higher education level with high spending power. They have a higher frequency of dining out due to a high amount of socialising. Convenience, accessibility and healthy varieties are factors that they consider. However, sushi till now has not been readily accepted by all cultures. Sakae Sushi, for one has not obtained the Halal certification to enter the Halal market. Despite this, with its wide varieties of products, marketing efforts with banks, delivery service provided incorporation of advanced technology and high involvement of staff training, Sakae Sushi has built upon itself a strong brand name. It would however need to improve on its presentation of food and the authentic ‘feel’ of its outlets and coming up with new creations. Apart from these, they can look into possible franchising opportunities locally or overseas, offering of sushi in supermarkets or petrol kiosks and entering the Halal market to increase their market share. Collaboration with IT companies and polytechnics can help to reduce operation costs. Introduction of Sakae Sushi Membership Card and promotions will entice customers to make frequent visits. However, the strong competition...