Marketing plan by BYB consulting: Koi restaurant

Résumé du document

Sushi Shop is a French chain of fast Japanese food which is developed world-wide (Luxembourg, Spain, Switzerland, Belgium and USA) with a turnover of 110€ millions. The sushi shop adventure started in 1998, created by Gregory Marciano and first established rue de Longchamps in Paris and counting 93 shops today.

This company has the image of chic fast Japanese food, and suggest top of the range products. It developed a real concept, gets help from a well-known chef, standardized its shops, created a catalog and simplified the takeaway by using new technologies.

The La Rochelle Sushi Shop does not have on the spot services, only a terrace suggesting around 20 seats which can be used during the spring/summer period. The restaurant is open every day for 2 time slots. Sushi Shop is our most important competitor.

Extraits

[...] All the participants of those events could also bring new clients to the restaurant. Animation A successful brand leading organisation is creating memorability for and thanks to their employees, business partners and of course customers. Each of these parties takes part in the process of animation, which will lead to our prime goal as an experience provider: memorability Employees Employees are at the heart of a business' success. They are a key factor in providing a major part of the quality experience by being the only factor able to interact with customers. [...]

[...] Later on, when a guest will listen to Japanese music on radio or on TV then they may think about the Koi Sushi Bar. The restaurant will create an emotional relationship between the music and the brand. Event In order to be unique on the market, the Koi Sushi Bar will create special night twice a month. Traditional dancers will perform at the restaurant. They will be dressed in traditional clothes and will dance for few hours. Then another artist will perform by personalized chopsticks. Those events will enhance the memorability of the guest and improve the value of the restaurant. [...]

[...] A non-resident of La Rochelle will certainly have difficulty to find the restaurant. In addition, the map does not show the nearest car park which increases the difficulty to access to the restaurant. A lack of indication can be fatal to the restaurant; it can influence the decision processes of the customer. Then, regarding the food, the presentation of the sushi does not look appealing. The pictures are not good quality and there are no descriptions of the food. The image that emerges from the web site is not the image wanted by the restaurant. [...]

[...] Moreover, the producer has complete control over the sales process. Then, customers will benefit from direct selling because of the convenience and service it provides them, including the personal demonstrations and explanation of products by their distributor, in this case the explanation of the product can be made by the sushi chief or the waitress. Thus, it allows a connection with the customers and builds a relationship between seller and customer. direct-marketing channel However, the distribution channel should strive to increase visits to Koi Sushi Bar. [...]

[...] Besides they are more willing to live new experiences and discover a new culture. Finally they pointed out that La Rochelle did not provide enough restaurants where you can eat healthily and balanced meals. Thus, the market survey reveals that in one hand there is a market and in the other hand there is a demand. Thus, Koi sushi Bar needs to take this opportunity by to launch its new concept in order to be successful and to be the only one in the market Organizational capacity and business opportunity Internal Analysis Customer satisfaction Actual customers are quite satisfied by the lounge atmosphere concerning the bar activity, but they are less enthusiastic concerning the restaurant services, which are disappointing whereas it is supposed to be a restaurant. [...]