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168 SUSHI MARKETING PLAN

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by

Tszshan Chan

on 24 November 2014

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Transcript of 168 SUSHI MARKETING PLAN

Macro-Environment Analysis
* Culture: Multi-cultural Society
* Demographic
* Social Trends
* Technological Advances: Internet
* Economics: Recovering steadily
* Political: Canadian Food Inspection Agency
(CFIA)
Competitive Analysis
Direct Competitors
Wonder Sushi
O’zen
Izakaya Shogun
Sakata
Indirect Competitor
168 SUSHI MARKETING PLAN
Introduction
-franchised restaurant
-zero regret
-4 goals:
get higher ratings on customers satisfaction
to achieve expected revenue
to increase brand loyalty and brand awareness
to perform social responsibility
Macro-Environment Analysis
&
Competitive Analysis
Customer
Analysis
Customer Analysis
170 random participants survey


Generation Y: 16-31
(Target market)
-try things new
-eat out more often
-more media-intensive

Generation X: 32-42
-contributes the most on away-from-home
-household spending
Customer Analysis
Income
around $20,000 or under
mainly are students
Financial Data

&

Projections
Projected Income statement
In-store forecast sales: $3,113,756; delivery sales:$75,600; total sales increase by 6.3%
Profit increases by 31.4%

Forecast sales
Table turnover rate: 3 times

Forecast sales
Breakeven analysis
Breakeven Sales 2015: $2,478,599

Forecast sales 2015 :$3,189,357

Implementation and Control
- short term:
intimate service
coupons
hiring a part-time employee
update iPad system

- long term:
social media
non-for-profit organization
Conclusion
SWOT Analysis
Strength
- iPad ordering system



Weakness
- Lack of promotion on new dishes

Opportunities
- More disposable income on hand for leisure




Product
- Implement new icon

Place
- Hiring a part-timer to take charge of delivery

Price
- not change the current prices
- 5% discount to college students


Strategy and Recommendation
Promotion
- Social media
- take a photo with the iPad menu and post
their photo on Instagram or Facebook
along with tag #168 Sushi



- Social responsibility
- co-operate with Canadian Feed the Children (CFTC)
- support sustainable long-term poverty alleviation for children

Strategy and Recommendation
References
(n.d.). In City data. Retrieved November 11, 2014, from http://www.city-data.com/canada/London-City.html
Acts and Regulations. (2013, August 25). In Canadian Food Inspection Agency. Retrieved
October 28, 2014, from http://www.inspection.gc.ca/about-the-cfia/acts-andregulations/
eng/1299846777345/1299847442232
Wonder Sushi. (n.d.). In Urban Spoon. Retrieved October 28, 2014, from
http://www.urbanspoon.com/r/242/1424254/restaurant/Ontario/Wonder-Sushi-London
Izakaya Shogun. (n.d.). In Facebook. Retrieved November 5, 2014, from
https://www.facebook.com/IzakayaShogun
Our story. (n.d.). In Mandarin. Retrieved from http://mandarinrestaurant.com/our_story
d from

Thanks
SWOT Analysis
SWOT Analysis
Profit
Full transcript