Marketing Strategy for Mia Sushi Bar - Case Study Example

Marketing plan of Mia Sushi Bar MARKETING STRATEGIES In order for Mia Sushi bar to penetrate market in Canberra, the following marketing strategies will be employed Use of blogs and social sites Mia Sushi bar will run social sites like twitter, Facebook, blogs and other social sites where the Japanese cuisine and customers can meet interact and share ideas. This will help in the penetration of Canberra market. It will provide a forum where the customers will be able to ask questions and know more about the Japanese cuisine in Canberra Work hand in hand with the local networking groups and businesses Mia Sushi Bar will team up with local businesses in Canberra which are interested in working with together with the Japanese cuisine. This is one of the strategies in penetrating the market. The Mia Sushi Bar will, therefore, take part in cooperative marketing by hosting and supporting local events. Mia Sushi bar will work hand in hand with corporate organizations in Canberra. This will be by entering in contracts with them to provide their employees with lunch time meals. The food quality made by Mia Sushi bar will be a testimony to many. This will in turn be a good way of penetrating the market Guerilla Marketing The Mia Sushi bar will print some T-shirt that will be distributed to its esteem customers and partners. The company will also participate in various events in order to get a platform for marketing itself in Canberra ACT. The T-shirts will be designed in a way that make be known within Canberra ACT. Company staff will also be branded with the same T-shirts. Other partners like suppliers will also get the branded T-shirts. This will be a good marketing ground for Mia Sushi bar Ask for referrals Mia Sushi bar will keep in touch with its esteemed customers. It will create an online platform where they will be in contact with the Japanese cuisine. Mia Sushi bar will engage our loyal customers to bring their friends and other potential customers to consume Mia Sushi bar quality meals. Loyal customers who will bring more customers will be rewarded in kind that will be suitable. This could be in form of branded T-shirts, discounts or any other kind deemed suitable Customer involvement The company will value the input from the customers. In order to penetrate the Canberra ACT market, Mia Sushi will create an online platform where the customers will be able to write some guest posts. This platform will involve blogs and other social sites used by Mia Sushi bar which will include Instagram, Facebook, twitter among others. Most of these views will be shared across the sites to market Mia Sushi bar Improved marketing accounting Mia Sushi bar will do an all-inclusive analysis to find out where the customer value is being harnessed, where the company is reaping big and where losses are made. Corrective measures will be put in place to check on the loss avenues and boost the on where the Mia Sushi bar will capitalise on Print media The company will carry out adverts in the print media like newspaper, magazines and other print media. The information carried out in the print media will give all the information regarding Mia Sushi bar. Most of the information will give the details of the quality food we offer to our customers. Other information will include the details of our location where the customers will be able to reach us. Contacts and links details will also be shared. This will give our potential customers an avenue where to make further inquiries about Mia Sushi bar and the products and services offered The Marketing Mix Price The consumer’s psychological perception of value is essential in factor in determining the price charged. This is because the draw their own psychological picture the product’s value. There is a risk of lowering the product price as a marking strategy. This is because consumers will perceive the quality of the product being served is compromised. It is essential for the management to be aware of the integrity and brand when determining the price of the product on offer. Another result of lowering the price is that the business rivals can easily match prices leading to no extra demand. The final result is that the resulting profit margin will be lowered with the sales remaining the same (Smallwood and Greiner 2008, p. 89) Mia Sushi bar will study the current market price of the Japanese seafood prices in Canberra. Several things will be put into consideration when deciding the price of the food served. The price will be very competitive with what the market demands. The location of the restaurant will be one of the factors to consider. This is because it affects the profit margin arising from the renting of the premise. Another thing to consider is the demand of the products. Mia Sushi bar is located in the busy Canberra ACT. The number of potential customers is very high. The completion is lower. The quality of the food being served will be of the highest quality. This is what the customers demand especially for the seafood. Mia Sushi bar will be ahead of the competitors here. Despite the low capital, Mia Sushi bar will perform well in the market due the less number of competitors in Canberra ACT. The number of potential customers is very large who happen to be both the middle and the working class population. This includes the high number of students, entrepreneurs and other professionals working in the city. These people require fast and healthy meals The prices of the food served in Mia Sushi bar will be very competitive. The above aspects will put into consideration. The prices will be almost similar with those of the competitors. This is because we don’t have a huge brand name of financial muscle to compete well with the rivals in the industry. Mia Sushi bar’s weapon that will spur them in the market is the quality of the food being served. That will give Mia Sushi bar the edge over its competitors especially when building a strong brand name Promotion This covers all kinds of marketing communications. Some of the ways include advertising which is often done using posters, press (magazines and newspapers), cinema, radio and television (Pradhan and Pradhan 2009, p. 313) Mia Sushi bar will not focus on traditional commercial advertising. This is because it is too expensive and not efficient at the moment for Mia Sushi bar. Due to the current global trends, Mia Sushi bar will pay more with the social media as a platform to promote itself in the market. Social media platforms such as Facebook, Twitter and Instagram among others will be used. The majority of our target customers are in the social media. Mia Sushi bar will be frequently updating news in these social media platforms. These platforms will give a chance to the esteemed customers and the potential customers a chance to get the real picture of what is offered. Place This is not all about distribution points or the physical location of the products. This comprises of all the management of a wide range of activities that lead to the bringing of the product to the customer (Oh and Pizam 2008, p.62) Mia Sushi bar will be located in Canberra ACT. This will be the only restaurant for now. Other restaurants will be opened in other places to reach more customers who love sushi. Quality made sushi will reach them soon. Customers who Canberra who might not have enough time especially during lunch hours can order Mia Sushi bar’s food in advance. Special arrangements will be made to deliver what they ordered for. Lines will be open for them to order food online or through calls. Special platform will be put in place for that Product It is very crucial to consider offering a menu where the consumers will have a variety of options to choose from. Consumers have a wide variety of ways to spend their money or where to spend (Brown 2007, p. 407). Mia Sushi bar will, therefore, place a lot of importance in developing a menu where its esteemed customers will have a variety of options to choose from. Mia Sushi bar will, therefore, put in consideration that by coming up with a menu that meets the customers’ expectations. This will be established by market research and the research already done. Market research will need to be done because customers’ tastes and preference keep changing References Brown, Douglas Robert. 2007. The Restaurant Manager's Handbook. 4th ed. Ocala, FL: Atlantic Pub. Group. Oh, Haemoon, and Abraham Pizam. 2008. Handbook Of Hospitality Marketing Management. Oxford: Butterworth-Heinemann. Pradhan, Swapna, and Swapna Pradhan. 2009. Retailing Management. New Delhi, India: Tata Mcgraw-Hill Education Pvt. Ltd. Smallwood, Carol, and Joy Marilyn Greiner. 2008. Thinking Outside The Book. Jefferson, N.C.: McFarland & Co. Read More