Market analysis on Le Sushiman, Montreal

Résumé du document

The quick service restaurant category is the most vibrant, fastest-growing segment of the restaurant industry regardless of what the economy is doing. Because of the choices available to consumers, they have to go through a complex thinking process when it comes to where and what to eat. This is why every restaurant is strongly focusing on marketing strategy in order to differentiate itself from their competitors and keep its current customers' loyalty also attract new ones.

We came up with an analysis on the area of Concordia University, where there is a massive amount of students who ask themselves on a daily basis where to go buy their food.

We have decided to focus our study on the restaurant LE SUSHIMAN, located on Guy street and Maisonneuve boulevard. We were intrigued by the low traffic this restaurant was generating and decided to find a response to why the consumers are not responding to their offers. Therefore, the purpose of this study is to implement a marketing strategy towards the buyers in order to influence their behavior and minds and have Le Sushiman as a reference to where to eat.

Extraits

[...] The most effective way for SUSHIMAN to build their customer base is to create awareness by generating word of mouth. With sushi mainly consisting of raw ingredients trust is a very important asset to the clientele. RECOMMENDATION A good foundation is always essential, given the fact that awareness is at the bottom of the purchasing pyramid, it is the best place to start. In order for Concordia students to want to try SUSHIMAN it is quite important that they develop a campaign that speaks to the younger generation. [...]

[...] COMPETITORS LE SUSHIMAN is a relatively new name in the industry compared to its competitors. Hence, they do not yet have the level of recognition these brands do. Their main competitor is on-the-go chain Sushishop, which dominates the sushi market in Montreal. Other competitors of note are Kanda and Tokyo Sushi, an all-you-can-eat sushi chain that offers a sit-down experience at a higher price point. TARGET SEGMENT Concordia students are a substantial market segment with 45,126 students (Concordia University. 2009-2010), representing a significant portion of LE SUSHIMAN's customer base. [...]

[...] On the surveys, the most popular results of the sushi expectations; quality, service, price, cleanliness and variety, customer satisfaction surveys should be based on these main APPENDIX I QUESTIONNAIRE The following survey's goal is to learn more about Concordia students' eating habits and preferences with a specific focus on sushi. This will only take 2 minutes of your time. Please answer all questions to the best of your knowledge. Your time is greatly appreciated How long do you have for lunch time? to 30min to 45min to 60min 4. More than 60min 2. How many times a week do you buy a meal when at school? 1. [...]

[...] Concordia. November 16, 2011. [...]

[...] 1. Yes 2. No, why? Thank you for your time!! APPENDIX II SURVEY Here are the graphical results to the survey: REFERENCES: Concordia University, (2009-2014). Reaching Up, Reaching Out, A Strategic Framework for Concordia University. 2009-2014. Concordia. November Concordia University, (2011-2012). Concordia University Undergraduate Guide. 2011-2012. [...]