Marketing for Izu Sushi - Targeting Families as a New Target Market - Business Plan Example

The paper “Marketing Plan for Izu Sushi - Targeting Families as a New Target Market” is a spectacular variant of the business plan on marketing. The report is about a marketing plan for Izu Sushi, a Japanese delicacy popular among health sensitive consumers, in Canberra. Sushi is made from ingredients such as sushi rice, seafood, and seaweed, and tofu flavored in sushi vinegar. Sushi is a favorite to many people especially in Australia since it is prepared on site as customers wait. Since its entry into the Australian market, the product has been using market penetration strategy which is a convenient method for fast food penetration.

The introduction part of the report provides the approach to the study that includes providing Izu Sushi background, listing the aims, objectives, and the statement of the problem. The second part is secondary research that provided a theoretical view of the marketing mix, target market, advertising, and distribution of Izu Sushi. It was important in bringing a connection between theory and the research study.

The research methodology involved a qualitative study that undertook interviews with five managers in the Sushi bars of Woolworths in Canberra. The study results were presented in tables and graphs and later discussed. The report concluded that Sushi bars in Canberra were now targeting families as a new target market as opposed to the traditional target market of singles and business professionals. It also recommended the continued franchises with Woolworths and the use of new media to drive advertising and promotion. 

1.0 Introduction
The aim of this research report was to establish a plan on how to market Izu Sushi in Canberra. Sushi is a popular Japanese food prepared on-site and in front of customers making them become part of the preparation process while appreciating the food combination. Despite the publicity and personal appeal from the on-site preparation, sushi is still regarded by many as a special meal for particular occasions and therefore taken relatively rarely by many Australians (Caves & Murphy, 2006). This report established a marketing plan that focused on identifying a new target market, marketing strategy, and distribution modes.