Marketing Plan - 5044 Words

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†¦show more content†¦From Appendix B, we can see that Sakae Sushi is growing at 2.7 times faster than its competitor. Their retail chain outlets are in the Cash Cow as it is generating 70% of the revenue. Take-away and delivery service are in the Star Category which can be nurtured to be Cash Cow. Franchising is one opportunity in the Question Mark. This will help to gain a bigger market share, thus affirming its strong presence in the Japanese food industry. However, investors who might be interested to apply for the franchise might be intimidated with the saturated and competitive Japanese food industry. 2.1.2. Market Analysis Eating out has become the norm, as the society becomes richer, together with a higher standard of living and spending power. An increased level of education has make people more health conscious. The high frequency of dining out is also due to an increased amount of socialising. This generally applies to Generation Y and the Echo Boomers who comprises mainly of tertiary students to young working adults which are the segments that Sakae is targeting. Refer to Appendix C. The growth of kaiten (conveyor belt) restaurants can be credited to localisation of sushi (Ng, 2001). Eating at kaiten restaurant has become a social culture whereby it provides a place for people to come together in a different cultural setting. There is a rising trend on demands for convenience, promptness and healthy food. To achieve this, technology has been used toShow MoreRelatedA Marketing Plan For A New Marketing Strategy966 Words   |  4 Pagesthe governmental legal requirements and, on the other hand, defines the organization’s policy administration. For a triumphant marketing plan, understanding the government legal approaches allows for efficient operation and inter-relationship with other organization. Similarly, internal legal policies allow the company to uphold its operation in a set manner. 4.0: Marketing Audit A market audit process is a tool that can never be neglected despite the situation. However, very few companies carryRead MoreMarketing Plan For A Small Business2998 Words   |  12 Pagesin detail. †¢ The benefits of TQM when implementing the strategic plan to meet goals or increasing profit within a small business. †¢ The economy’s motivation of small businesses stability as compared to large businesses that are well established, also the financial assistance of other organization including the government. †¢ Different categories of a company and the importance of CRM to any size business. †¢ To compare the marketing plan of a small business and a large business where it reflects theRead MoreMarketing Plan827 Words   |  4 Pagesï » ¿Marketing Business Environment Marketing Planning: An Overview of Marketing 6 main questions to ask in order to create your marketing plan: 1. Where are we now? (Business Mission, Marketing audit, SWOT analysis) 2. How did we get here? (Business Mission, Marketing audit, SWOT analysis) 3. Where are we heading? (Marketing audit, SWOT Analysis) 4. Where would we like to be? (Marketing objectives) 5. How do we get there? (Core Strategy, Marketing mix decisions, Organization, ImplementationRead MoreMarketing Plan3248 Words   |  13 PagesSAMPLE MARKETING PLAN The following pages contain an annotated sample marketing plan for Blue Sky Clothing. At some point in your career, you will likely be involved in writing—or at least contributing to –a marketing plan. And you’ll certainly read many marketing plans throughout your business career. Keep in mind that the plan for Blue Sky is a single example; no one format is used by all companies. Also, the Blue Sky plan has been somewhat condensed to make it easier to annotate and illustrateRead MoreMarketing Plan4753 Words   |  20 Pagesresponsible firm by highlighting its products based on ecotourism, community tourism and sustainable tourism. 2. Situation Analysis Blaze Mountain travels and Tours has been operating for several years now. The trips have been well received, and marketing is now critical to its continued success and future profitability. Blaze Mountain travels and tours offer concepts like ecotourism and sustainable tourism to older tourists and hard adventure trips to the student tourists. This target market appreciatesRead MoreMarketing Plan3688 Words   |  15 PagesSITUATION ANALYSIS The marketing environment for LIMCOMA represents overwhelming opportunities. It also contains some challenges that the firm believes it can meet successfully. An illustration below shows a SWOT analysis of the company to highlight LIMCOMA’s strengths, weaknesses, opportunities, and threats. Strengths LIMCOMA’S dedicated founders understand the target market and products. LIMCOMA has achieved distribution in several markets with quick acceptance The firm has a very littleRead MoreMarketing Plan3847 Words   |  16 PagesA marketing plan is a comprehensive blueprint which outlines an organization s overall marketing efforts. A marketing process can be realized by the marketing mix, which is outlined in step 4. The last step in the process is the marketing controlling. The marketing plan can function from two points: strategy and tactics (P. Kotler, K.L. Keller). In most organizations, strategic planning is an annual process, typically covering just the year ahead. Occasionally, a few organizations may look atRead MoreMarketing Planning : The Marketing Plan Essay1545 Words   |  7 PagesTo attract mixed segment ther is need to marketing planning is indeed the key to the whole marketing process. The marketing objectives state just where the company intends to be; at some specific time in the future. James Quinn succinctly defined objectives in general as: Goals state what is to be achieved and when results are to be accomplished, but they do not state how the results are to be achieved. They typically relate to what products will be where in what market. They are essentiallyRead MoreMarketing Plan For Subway Marketing1516 Words   |  7 PagesExecutive summary The marketing plan has close ties with the overall financial and business plan. This plan contents a strategy for success, and breaks it down into coherent, actionable components that will aid The Sub Shop to implement marketing activities to provide a firm return on investment. The following areas will help explain how the company plans to differentiate the business and product offering from the competition, and define the strategy that will drive its business forward. The aimRead MoreMarketing Plan1891 Words   |  8 Pagesa breakeven point in the second year after opening the store and become profitable in the third year of being in this business. In the first year, our profits will be low, due to low sales and high distribution, inventory, marketing and advertising and sales expenses. Marketing expenses will be very high in the first year. We have to inform the customers about this new product and get the consumers to try out this new concept. It will take â€Å"Just passin’ Thru† some time to build up the customer base

Ad Evaluation free essay sample

The focal point of this paper is to write a 3 page essay evaluating one commercial advertisement from a popular magazine and analyze it with an evaluation of its effectiveness in light of its purpose, paying particular attention to how well its various components work together to persuade. Jean Kilbourne makes an excellent point in her portrayal of advertisement and its appearance of violence and sexually predatory nature. Blatantly sexist, implied violence and the essence of fear or dominance would be inherent in advertisement of all descriptions from lingerie, to jeans all the way to peanut butter. Jean Kilbourne’s essay shows us how much we ignore in the world of advertisement, which simply exemplifies that which we ignore in life as a whole. Her portrayal of the difference between perceptions of men and women in the various ads, including such concepts as intimacy, violence and innocence would be such as to either cause alarm or to cause us to seriously examine the route advertisement is taking in the role of human behaviors. Human behavior is altered by stimuli outside the mind, but absorbed by that same mind. It is this absorption that must be considered when understanding the human psyche. Sexual advertisement has a tendency to increase violence done by men continuously exposed to the ads and the industry continues to use these sexual images for attention magnets. The biggest problem with this now would be the fact that now teenagers and children have become a target audience, resulting in addiction toward images and brands. Jean Kilbourne’s essay is quite an informative piece. It proves that what we see and what we get are obviously gender separate, and also can be either intimidating, or thought provoking dependent upon that gender. Most, if not all, advertisement can be considered mildly offensive, no matter the implied innocence. For example, Calvin Klein’s underwear ads spark outrage to this day and yet, regardless that they are only there for a few moments or weeks even, it is enough for people to go out and buy his underwear line. This, without realizing our own actions, simply feeds the desire to continue the outrageous behaviors displayed within the advertisements. A second example, both on the feminine and masculine side of intimidation, Diet Coke advertisements of Cindy Crawford in a very short skirt drinking a Diet Coke and being ogled by men and boys of all ages and on the other side of the coin, the sweat-coated construction worker ogled by the women in their office building as he drinks the soft drink. In Jean Kilbourne’s essay she states that â€Å"First, the industry spreads the sexual images using the media regardless of appropriate types of media. She cites Paris Hilton as prime example just in the year 2005. There are no doubts that Jean Kilbourne’s criticism of our efforts to put a halt to violence and even the innuendo of violence in both feminist movements and equality based ones, would in fact be direct and to the point in her understanding of what is acceptable, and what should hardly be. The affect of these ads on the younger minds alters the landscape in such a way that we would see it in the actions of younger and younger children. For instance, the rape of a six year old girl by an eight year old on the same bus while on their way home from school as she was held down by four other boys. There are many images that continue to testify to the belief that violence against women is acceptable, that sex, in the case of the woman, cannot be proven as rape because she is a woman. There is an advertisement, in the March 9, 2006 Rolling Stone magazine on pages five and six of a man pulling a woman’s jeans off on a beach. A blatant testament of dominant sexuality, and then add to that the advertisement on page nine of four pairs of women’s legs, showing off the shoes, or showing off the smooth legs? This is no doubt a blatant approach toward masculine attention. Rolling Stone is a very obvious method of exploitation, both masculine and feminine. An advertisement further in this issue proves that with a woman whose clothing shows the curvature of her bust quite blatantly and then a large white feather pointing directly toward the cleavage. She stands there with her lashes lowered and a bottle of Skyy Vodka with a glass in her hands. Fashion and the industry that supports it would be a blatant exposition utilizing many sexual images with both teenagers and adults, usually exposing too much of the torso in their advertisement, their shows and so forth. This would constitute a blatant reinforcement of the vulnerability of women, and now, even more so, of children. Jean Kilbourne has a very good point in her critical assessment of the world of advertising and its affect on both the masculine and feminine gender. Her critical assessment should be considered a wake up call for all in that we ignore the warning signs and exploit the danger in place of fighting against it. Thus, in her essay, she proved her theory quite sufficiently in that the industry would continually uses sexual images specifically to capture the attention of people, and now, teenagers and children have become the target audience thus becoming addicted to both the images and the brand. If we do not fight as equals, then feminism has no true hold on culture in any way. This, in actuality, is of a far greater impact on the lives of men and women, as well as boys and girls. The fact that these ads continue would tell us that feminism is losing its hold on the minds of many. Ads have a tendency to mold a generation, and the portrayal of men and women in suggestive or violent poses manages a platform for strong debate. References: Kilbourne, Jean; Two Ways a Woman Can Get Hurt: Advertising and Violence; Rereading America Cultural Contexts for Critical Thinking and Writing 5th Edition; St. Martin’s Press 2001 Jan S. Wenner Editor and Publisher; Rolling Stone Magazine: 1290 Avenue of the Americas; New York, NY 10104-0298 USA