Marketing Plan for SUZU in Hammersmith - Essay Example

Marketing Plan for SUZU in Hammersmith Contents Marketing audit 5 Functions audit 5 Productivity audit 5 System audit 6 Organization audit 6 Strategyaudit 6 Customer audit 7 Competitor audit 7 Macro environment audit (PESTLE) 8 Political 8 Economical 8 Social 8 Technological 8 Environmental 9 Legal 9 SWOT ANALYSIS 9 Strengths 9 Weakness 10 Opportunities 11 Threats 12 MARKETING PLAN 12 Introduction 12 Scoping Statement 13 SWOT Analysis 14 Strengths 14 Weakness 15 Opportunities 16 Threats 17 Key Issues arising from the SWOT 18 Mission/ Vision 19 Objectives 20 Conclusion 22 References 23 Marketing audit For the particular company SUZU in Hammersmith the marketing audit is been done by auditing the individual performance of its functions, productivity, systems, organizations, strategy, customer and competitors. Functions audit The functional audit refers to the auditing of the individual functions done by each department of the company. There are many departments in the company where various functions are been performed like customer service, cooking, cooking classes, the house keeping department, marketing department. All these departments do perform in an efficient way making sure that the company performs ion the best possible way. Because of which the company has been able to become one of the biggest Japanese restaurants in the country providing SUZU with Sushi grade fish to the customers in Hammersmith (Aaker and Joachimsthaler, 2000, pp. 45-52). Productivity audit The company is into providing special quality of sushi fish to the customers in London specially focusing on the children so that they can get healthy food items. The company looks to utilize its resources very efficiently making sure that it can have the maximum productivity. The company operates from Monday to Friday providing both Lunch and dinner facility and on Saturday only Dinner facility. It makes sure that all the orders that are been placed either for take away or for delivery are been finished on time and in best quality. SUZU does operates for 8 hours in total in one day and makes sure that it has a high rate of productivity of around 80-85% making all the employees work in the most efficient way. System audit SUZU has a strong presence of information system in the company making sure that the flow of the information from one department to other is been done very easily. The company is bale to maintain a good system which helps them to get information related to the order that is been placed and also with regards to the takeaway order so that there is no mismatch among all the orders and the right customer can be provided with the correct order that is been placed (Cheverton, 2006, pp. 56-64). Thus the management information system used by the company is of the highest quality which helps in increasing the efficiency of the company. Organization audit It has got the best of Japanese chef as a member of its staff to enable it with the facility of providing the best quality food to the customers. The company has a very flexible organization structure where all the members including the founder Makiko Sano work as a single team towards achieving their goal and making sure that they get the maximum profit (Handy, 1996, pp. 123-126). The employees in the company have lot of co-operation among them and also it has got good relationships with their suppliers which allow the company to supply good quality products on a continuous basis to the customers. Strategy audit The biggest strategy of the company is to provide healthy food items to the customers on a continuous basis. SUZU has targeted the children’s mainly to make sure that they can have healthy foods as a result can lead a healthy life. They have tried to expand the Japanese healthy food in UK (Kapferer, 2008, pp. 23-27). This strategy been implemented by the company has proved to be very successful for the company as it has helped it to become the leading Japanese restaurant in UK. It has made strong attempts to make sure it grows by a good percentage. The restaurant has undergone a complete revamp where it has opened a new store withy best of facilities to make sure it can attract more customers and also serve better quality food items to more customers thus increasing their sales volume by a huge percentage. This has also helped the company in getting a good visibility in the UK market thus increasing its brand awareness (Kotler, 2001, pp. 87-94). Customer audit The customers are really very satisfied in the way they get good quality food in SUZU and also from the quality of cooking classes that are been provided by the company. With the increasing demand of healthy food items in UK, customers look to take food items from restaurants such as SUZU as they can get a more and healthier food item which is also tasty. Competitor audit There are many competitors for SUZU and the main competitors are Eat Tokyo and Tosa. Both the companies are into providing Japanese food items to the customers in Hammersmith. Eat Tokyo has a good market share as it has been there in the market for more than 40 years and has build a good market share and Tosa has a specialised system of cooking the food items in from of the customers thus showing its hygiene and also attracting more customers in its own way. Eat Tokyo also has got its promotion using the social media platform while Tosa looks to provide coupons to its customers who do login in their websites (Knapp, 2000, pp. 56-63). Macro environment audit (PESTLE) Political SUZU has been able to see that it maintains a good flexible system which can adapt to the political changes that take place from time to time so that the business is not been affected. Economical UK has a good economical condition and even at the time of recession the customers are able to avail the items from SUZU as they are very much affordable and also keep changing based on the economical condition in the country. Social People in Hammersmith look to have a healthy diet and specially mothers look to provide healthy food items to their children’s thus targeting the children’s by providing them the best quality and tasty healthy food items the company does gets a lot of advantage (Kotler and Pfoertsch, 2006, pp. 30-36). Technological The technology in UK has been growing at a fast rate and latest technologies helping the companies to increase their productivity have been evolving at a great pace. SUZU has looked to implement the best of technologies in its business system to see that it has a smooth business operation where the information does flow in a smooth manner without any defects arising. Environmental The environmental factors involve the rules and regulations that the government of the country has made for the companies to follow for protecting the environment. SUZU is mainly into providing fish related food items thus on a daily basis a lot of fishes are been supplied to the company this can cause a misbalance in the environmental balance. Thus the company looks to get the supply based on the demand making sure that the amount of wastage is been reduced to great amount. Legal SUZU does follows all the legal rules and regulations that are been stipulated by the local government of Hammersmith making sure that it does not have to pay any kind of penalties because of any rules been broken in any manner (Keller,1998, pp. 67-74). SWOT ANALYSIS The internal and external analysis helps to understand the strength, weakness, opportunities and threats for a particular company. This helps to know the areas where the companies need to improve upon and the areas where it need to focus so that competitors are not able to overtake them. To understand the competitive position of the company the SWOT analysis is been done. Strengths Providing high quality healthy food items to the customers. Having strong and long relations with the suppliers, thus getting the materials in good quality on a continuous basis like having strong relationship with HG Walter which supplies meet to the company on a continuous basis and of the best of quality. Good delivery rate and also provides the right order to the right customer in time. The customer service is of best quality thus making it a memorable experience for the customers. Providing good quality cooking classes to the customers teaching them the skills for cooking the best quality Japanese food which is highly healthy (Burgemeister, 2003, pp. 56-59). Weakness Less brand recognition in the market as it is opened recently. The marketing strategy is weak for the company as because of it has not been able to attract more number of customers. Lacking behind in the infrastructure as other competitors have got big restaurants accommodating more customers. Only one outlet in UK thus the market presence of the company is very low. Only Japanese cuisine are available in the restaurants thus many customers are lost. The company doesn’t have an online platform allowing the customers to buy the food items. SUZU doesn’t have a system for getting the feedback from the customers. It has only 8 hours of operations (Ries and Trout, 1986, pp. 35-42). Opportunities Expand its market presence in other parts of UK attracting more number of customers. Implementing the strategy to grow even in the global market. Come up with latest food items that are been made in Japan with latest taste varieties to get the competitive advantage. The company can also look to come up with other food items which are also healthy. Moving into e-commerce business also will help the company to sell and also track their order easily. Acquire more of corporate by allowing them to conduct corporate parties in the restaurants. Look to open the lodging facility also thus increasing the company in getting more and more number of customers. It can look to increase its performance for 24 hours providing snacks and also breakfast and even on Sundays. Threats The highest threat for the company is from the existing competitors in the market who have built a good market position by performing from many years in the market and also by having a good market presence. With increasing trend among children’s for fast foods and also with the increasing fast food companies in the country, it is a big threat for the company as they can lose many customers as their preference are changing towards fast food items. The small other UK based domestic restaurants which provide food items at low cost to the customers. Thus the SWOT analysis helps to know which are the things were the company needs to put more focus and the areas which are a big opportunity for the company where it can look to grow and build its business operations increasing its market share. MARKETING PLAN Introduction Makiko Sano in 2009 with her passion for Japanese cuisine decided to start the food business in London providing customers with the Japanese food items. She started the company SUZU as a Japanese bar and restaurant in West London. The restaurant focuses on supplying various numbers of dishes to the customers which are very healthy and also have high quality. The company always focuses highly on the quality of the food item that is been provided to the customer and also concentrates highly on providing healthy food items. The restaurant has specialised in providing Sushi and sashimi. The company was started as a small way providing healthy food products to the children’s but slowly it started to grow and Makiko Sano decided to open a restaurant in Hammersmith in a way providing all the best facility for the customers (SUZU, 2014). Hammersmith is one the district in west London which is in the north bank of the river Thames and around five miles from Charing Cross. Being in the bank of the river the district is one of the major locations for the entire communication channel for the company. Hammersmith is one of the major transport hub and also a commercial hub linking all the bus stations and road network. It also has facilities of good shopping malls and also shopping centre. The main focal point for the district is the commercial centre known as the Broadway Centre. Being one of the major point for transportation in London and also with the best of facilities of shopping centres in the district it is one of the major locations of West London attracting many people and also many corporate to have their office and also various brands of companies have opened their shops and outlets in this district. Scoping Statement The major focus behind this marketing plan is to make sure that the company can increase their market share and also are able to target the market in a proper way attracting more number of customers and also helping the restaurant is expanding its business (Witcher and Chau, 2010, pp. 134-137). SWOT Analysis The external and the internal factors that do affect the company and its strategies can be analysed using the SWOT analysis. This helps to see the strengths, weakness, opportunities and threats for the company. This analysis helps to know the exact points where the company can look to focus more for expanding its business in the highly competitive business environment. The strength and weakness for the company is related to the internal factors while the opportunities and threats are related to the external factors. All the four things have been analysed and the individual points are been ranked based on their ranks (Wright, 2006, pp. 112-114). Strengths 1. Providing high quality healthy food items to the customers. 2. Having strong and long relations with the suppliers, thus getting the materials in good quality on a continuous basis like having strong relationship with HG Walter which supplies meet to the company on a continuous basis and of the best of quality. 3. Providing good quality cooking classes to the customers teaching them the skills for cooking the best quality Japanese food which is highly healthy. 4. Good delivery rate and also provides the right order to the right customer in time. 5. The customer service is of best quality thus making it a memorable experience for the customers. 6. The company has got a good organization structure working in a very flexible manner. 7. SUZU has got the best quality production process thus are able to produce the best quality product. 8. Have chef’s with Japanese cuisine cooking expertise thus provides a lot of strength to the company in making the best quality and good taste food products. 9. The brand name that the company has got from its association with big companies, thus giving the company a lot of profit (Hitt, Ireland and Hoskisson, 2014, pp. 89-96). 10. Having a good leader who has a great passion for exploring and expanding Japanese food around the globe. Weakness 1. Less brand recognition in the market as it is opened recently. 2. The marketing strategy is weak for the company as because of it has not been able to attract more number of customers. 3. Lacking behind in the infrastructure as other competitors have got big restaurants accommodating more customers. 4. Only one outlet in UK thus the market presence of the company is very low. 5. Only Japanese cuisine are available in the restaurants thus many customers are lost. 6. The company doesn’t have an online platform allowing the customers to buy the food items. 7. SUZU doesn’t have a system for getting the feedback from the customers (Solomon and Bamossy, 2002, pp. 231-233). 8. It has only 8 hours of operations. 9. The company is lacking behind with the positioning strategy as it has not been able to position the restaurant in the correct way. 10. It lacks in promotion strategy as well as the number of advertisements is very low. Opportunities 1. Expand its market presence in other parts of UK attracting more number of customers. 2. Implementing the strategy to grow even in the global market. 3. Come up with latest food items that are been made in Japan with latest taste varieties to get the competitive advantage. 4. The company can also look to come up with other food items which are also healthy. 5. Moving into e-commerce business also will help the company to sell and also track their order easily. 6. Acquire more of corporate by allowing them to conduct corporate parties in the restaurants (Chaffey and Smith, 2013, pp. 58-64). 7. Look to open the lodging facility also thus increasing the company in getting more and more number of customers. 8. It can look to increase its performance for 24 hours providing snacks and also breakfast and even on Sundays (OaShaughnessy, 1995, pp. 32-36). 9. Association with other companies and reality shows thus promoting the restaurants in a good way. 10. Implement latest technologies in the business process. Threats 1. The highest threat for the company is from the existing competitors in the market who have built a good market position by performing from many years in the market and also by having a good market presence. 2. With increasing trend among children’s for fast foods and also with the increasing fast food companies in the country, it is a big threat for the company as they can lose many customers as their preference are changing towards fast food items (Marr and Gray, 2012, pp. 78-84). 3. The small other UK based domestic restaurants which provide food items at low cost to the customers. 4. Upcoming new restaurants in the market. 5. The threat is even from the other restaurants which are there in other categories. 6. The changing legal rules in various locations are also a threat for the company as the business has to be set up based on the legal rules. 7. The online food providing companies is also a threat for the company. 8. The economic condition of the country does also play a big role as the expense power of the customers depends highly on the income level of the people. 9. Increasing scarcity of fishes is also a threat as the company is mainly into producing Sushi category fish (Markides, 2000, pp. 45-53). 10. Increasing cost of the fuels can be a threat as it can increase their supply chain cost as a result the price might increase. Key Issues arising from the SWOT Looking at the SWOT analysis many key issues can be seen where the company needs to focus more than others. The company needs to see that it does focuses more on its strengths and make sure that it gets more competitive advantage from them. SUZU should look to keep having its concept of providing high quality food items to the customers and they should not compromise on this at any cost and keep maintain good relationships with the suppliers so that they get the good quality and best materials at the best of price and on time from the suppliers. The customer service in the company is very good and it must look to make sure that the customers get the best service so that SUZU is able to achieve the maximum customer satisfaction and also is able to provide more than expected to the customers (Mazzucato and The Open University, 2002, pp. 39-44). It also has got a good staff members in their company and should make sure that they can retain to the efficient employees so that they can increase their productivity level. The company needs to make attempts to increase its brand recognition by increasing the number of outlets in different locations and also by having a good promotion campaign thus increasing the brand awareness among the customers (Scholte, 2005, pp. 78-84). The message set by the company must be communicated across to the customers in a proper way so that customers can understand the value created by the company in a proper way and are attracted more towards availing the facility from the company. It needs to build a better infrastructure so that it can accommodate more number of customers at a time and also provide a good ambiance for the customers having food in the restaurants (Cunningham and Harney, 2012, pp. 33-38). SUZU operates only for 8 hours in a day and on Saturday for only 6 hours and Sunday being closed. The company needs to operate 24 hours and on all the 7 days so that the customers can come and avail the facility as and when they require with no time bar and even on Sundays which is generally a holiday for all companies the number of customers expected to come do increases and it should look to catch up on this opportunity rather than loosing this opportunity by keeping the restaurant closed on Sundays (Rogers, 2001, pp. 21-27). SUZU needs to take the feedback from the customers to know the exact requirement of the customers and know the exact taste which the customers prefer to have based on which it can look to make the adjustments on a continuous basis. With the increasing demand for online purchasing the company should look to come up with a good online platform allowing the customers to select and also make their order as per their choice (Lüdicke, 2006, pp. 45-52). Mission/ Vision The mission statement of the company must be focused upon looking to provide good quality food items to the customers on continuous basis at an affordable rate. The vision statement of the company has to be related to the growth and expansion of the business and focusing towards becoming one of the biggest restaurant chains in the global market (McDonald and Keegan, 2002, pp. 34-36). Objectives The 5S marketing concept for digital media that the company can look to implement for improving their digital media promotion and thus help in increasing the brand awareness in the market. This concept does allow in understanding the strategic analysis of the company (Pearce, 2009, pp. 45-53). The objectives are been decided based on the 5S model. The explanation for the each 5S in the model is been given below. Sell: The sales target of the company on monthly and daily basis is been set in this particular category. Serve: The target customers, country, locality and the customer satisfaction are been decided using this category. In case for SUZU the target customers must be in the age group of 10-65years by providing healthy food items to the customers. It must look to target all the major countries where the liking for Japanese food items is more and also where people prefer to take more of healthy food items (Hemann and Burbary, 2013, pp. 34-42). Sizzle: In this category the targets are been set based on certain factors. Like the number of customers coming, the unique visitors, various sources of visitors. Thus SUZU must also look to set its sales target based on the number of customers visiting on daily basis and also on the days when the number of customers visiting increases and days on which the visitors is less. The sales also has to be set up based on the items that are been ordered more and the items which are been ordered less (Sekhar, 2009, pp. 156-164). Speak: SUZU must look to collect the feedback from the customers and also calculate the number of enrolments and the degree to which the customers are engaged and feel good from the service had been provided in the restaurant. The way the customers are been treated in the restaurant do affect a lot in creating a good brand image of the company (Smith and Taylor, 2004, pp. 56-63). Save: In this category the company can look to implement the latest technology in its business operation so that they can utilise the resources in the best possible way. This will help the company in reducing their cost as a result of which the profit for the company will increase and it will have more to expand in the global market (Coade, 1997, pp. 48-56). Thus looking at the %S model for digital marketing to analyse the objectives that the company can look to have it is clear that the company needs to set its sales target in a proper way and make sure that they are able to achieve that target on a continuous basis. The company should also make attempt to see that they can keep increasing upon their target which means they keep on increasing on the number of customers been served, This will help them to increase their revenue and also help in growing their market share by a good margin. The company should work hard over its objectives to achieve the vision that is been set of becoming a well known brand in the global market in the restaurant industry. Conclusion SUZU being a new restaurant in the market and looking to provide good quality food items to the customers in Japanese cuisine specialising in Sushi fish needs to come up with the best of marketing policies to make sure that they can grow well and also can have a good market share. The company needs to implement the best of technology to make its business operations more efficient and also increase the productivity percentage. The company needs to have a good promotions policy to make sure that the customers can understand the value of the company in a good way. It also needs to open more outlets making sure that the brand visibility increases and more customers can be attracted thus allowing the company to serve more number of customers and also have more sales volume. This will allow the company to achieve its vision and also grow well in the global competitive market. 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