Food Is the Paramount Necessity of the People

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the popularity of Japanese dramas in modern society,some Chinese people are quite eager to try foreige food.Therefore,it is obviously a potential and promising market.

2.Wu Xi,as a contemporary city in China,people are relatively open-minded and earn high disposable incomes,in which case they are able to experience foreign cultures.

3.The three full time staff learned Japanese cuisine in Japan and all of them have working experience with over 5 years,which means they can offer customers authentic taste of Japanese food and describe Japanese cultures vividly at the same time to enhance the communication.

4.The two part time workers are well-known local university students,hence,they can publicize in their school forums or recommend to their friends and classmates by word of mouth to improve the fame,increase the loyal student customers and finally gain recognition from regular customers.

D、threat

1.Some price sensitive people may choose to go to a vender’s stand or other cheaper fast food restaurant even with low food safety to save money.

2.Less fame and unknown interior management make it hard to get recognition and even will face a potential doubt.

3.The frozen relationship between China and Japan makes it difficult to attract those patriots to enjoy our food.

IV、Marketing strategies

A、 target markets

The new flavor restaurant is located near universities and enterprises,so the targeted consumers are university students and workers. For students,especially who are curious to experience foreign culture and food,it is a perfect place to go because of over 70 various kinds of food.Furthermore,whoever enjoying low-fat and low-calorie food is probably to become regular customers because of healthiness and freshness.The majority of them are available to these food.Moreover,in order to attact middle to upper class,some exquisite and luxury meals are well prepared in this shop. The cozy and peaceful environment,light music as well as Japanese style decorations are attractive to everyone.However,though decorated uniquely,it still may not be a perfect place to have a business talk or family reunion or birthday celebration due to the limited space.Then most businessmen would rather come to a extravagant place with amazing private boxes because they like privacy when talking something important.

B、marketing position

The new flavor Japanese restaurant provides both high price and low price.By contrast,basic products with lower price is main resources of profits considering the location and restaurant itself.In order to stand out in the marker place,new ideas like flexible menu should be put forward timely according to competitors’ response.In times of inflation and recession, when prices rise or the amount of disposable income decreases, customer demands change and therefore menus become outdated and obsolete.

Some operations use the menu of the day on a wall board or chalk board to provide flexibility in items offered and pricing. This custom started in Paris. A neatly written wall board told customers as they entered the restaurant what was on offer that day. Some establishments change part of their menus daily or weekly, while the main core of the menu remains the same. Changes can be made on a paper insert and this can be added to the printed menu, side dishes, salads, desserts and beverages do not change frequently; these dishes are printed on the main copy, while the special dishes, which do change more frequently, are placed on the paper insert.

Nothing becomes obsolete faster to the regular customer than the same menu. Menu fatigue sets in and you begin to lose customers.

Even fast-food establishments, which have a basic menu on offer year in year out, still have to create interest by adding certain new products or new recipes to existing products in order to keep interest alive. Menus should change at least every three months.[2]

V、Objectives

a.Short term objectives.In the short term ,firstly,it is necessary for a newly opened shop to build an excellent brand image and improve recognition by positively putting effective marketing strategies into practice for customers.In the second place,regaining initial investment is the key to an entrepreneur and afterwards pursuing a bigger market share is fundamental on the premise of loyal customers.

b.Long term objectives:After two years trial and error,it is time to consolidate and expand the existing market share.Furthermore,enhancing management efficiently and working on a branch expansion is another goal in the following years.Considering the sound and organized operation ,it is likely to broaden business by opening some more branches in the food court of shopping malls.At that time,it is better off extending the store areas step by step to accomadate more consumers.If this kind of business mode is successful,it is probable to open another new shop overseas in the following ten years,such as in New Zealand or Australia,though it still has a long way to go from now on.

Last but not least,it is noteworthy that people dine out for a variety of reasons, for instance, to celebrate a special occasion, a holiday, or a birthday. Some people, away from home while at work, school, or traveling, may find dining out to be more convenient. Others may just enjoy having someone else prepare their food and clean up the dishes and the kitchen for them.

Depending one the customer’s reason and motivation for dining out, different expectations and needs must be satisfied. Information obtained on when and why people dine out can also be used by managers to better plan marketing and advertising materials. [3]

Therefore according to the facts above,this restaurant need to design new menus for different occasions or parties to help customers make decisions in a better way.

VI、Marketing Mix

1.Product mix:The new flavor restaurant mainly serves as fast food restaurant but all the food there are healthy,low-fat and low-calorie instead of junk food.Our typical food is sushi,tempura,nigiri,salad,donburi and different kinds of bento box as well.They are usually made in the moring time so quite fresh.As for hot meals,as long as customers order ,we can cook them at once but it may take a little bit long time.

2.Price.The setting prices range from $1 to $15,which are affordable for most customers.

3.Place:The most ingredients are purchased from a reliable and famous Japanese