Marketing Plan Essay

3108 Words Jun 19th, 2008 13 Pages
Marketing Plan
Sakae Sushi
1.0 Introduction
With 33 outlets in Singapore, its green frog logo has become a familiar, welcome sight. Synonymous with a fun-filled, value for money dining experience, Sakae Sushi is the only kaiten sushi chain in Singapore to offer a fuss free 2-tier pricing system. With colour plates going for merely S$1.99 and premium red plates at S$4.99, you can sit back and enjoy your meal without having to constantly worry about the bill. (http://www.sakaesushi.com.sg/aboutgood.html)

1.1 History Sakae Sushi is the flagship brand of Apex Pal International Ltd. Our first outlet was established in September 1997 at Raffles Place, in the heart of Singapore’s financial district.
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Fixed cost is a company must pay bills each month for rent, heat, interest, salaries, and so on. (Kotler, 2000)

Firstly, as Sakae Sushi offers its customer with fresh food, so if the food cannot sold today, it will cannot sold tomorrow, the cost of materials are too high. On the other hand, some food air transports from Japan or other areas, following the disadvantage is high freight commitment. The limitation to it pricing strategy and it could not attract all of it intended target customers.

Secondly, the shops which located in shopping centre, these rentals cost rather more than many in the suburbs.

Thirdly, high-quality food needs of the high-tech cooks, relative to the payment of their salaries more and more than the same industry.

2.2.3 Lack of diversified product
Sakae Sushi has a diversified range of Japanese food. However, the income of the firm is still heavily dependent upon its share of the Japanese food market. This may leave it vulnerable if for any reason its market share erodes.

2.3 Opportunities
Opportunity is an area of need and interest in which there is a high probability that a company can profitably satisfy that need. (Kotler, Keller, 2006)

2.3.1 Expand the unexploited market
Sakae Sushi has the opportunity to expand its global operations. New markets for Japanese cuisine such as North Korea and South Africa are beginning to emerge. Sakae also has the opportunity to expand the

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