Introduction of Yoko Sizzlers in the Japanese Cuisine Market

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INTERNATIONAL BACCALAURATE
BUSINESS AND MANAGEMENT [HL] INTERNAL ASSESSMENT

Research question:
How should Yoko Sizzlers structure its marketing mix to increase its market share in the Japanese cuisine segment?

Candidate Name:-Nikita Hariramani
Candidate Session Number:-
Word count: 1905
Exam Session:-May 2011
Date:22/01/2011
Supervisors name:-S.RAMESH
Research Proposal

Research Question

How should Yoko Sizzlers structure its marketing mix to increase its market share in the Japanese cuisine segment?

Rationale
In the last twenty years, the Indian restaurant sector has grown at a high rate on account of the liberalization of the Indian economy. Yoko Sizzlers which was founded in 1986 has expanded during this period by providing offerings in a wide variety of cuisines such as Indian, Thai, Chinese, and fast food. It now sees an excellent opportunity to make its mark by introducing choice Japanese specialties such as sushi to a wider market in Mumbai city. In order to exploit the opportunity, it is necessary to structure a sound marketing strategy based on Kotler's concept of the marketing mix.

Theoretical Framework
The study will employ analytical tools based on the idea of the Marketing Mix, Ansoff's Strategy Matrix, and positioning based on Marketing Segmentation. The macroeconomic environment will be analyzed using a SWOT framework.

Key Areas of the Syllabus.
1.The Business Environment
2.Marketing Strategy
3.Market Research

Methodology
Primary Data
The primary data will be obtained through interviews with the Marketing Manager of Yoko Sizzlers and through a market survey to determine the positioning strategy that the firm should employ. Secondary Data

1. Secondary sources will consist of information obtained from texts, marketing journals, and the Internet.

Anticipated Problems and Solutions
Problems
* The interviewee's response may be biased and may present facts and perceptions from his point of view. * The survey data will be difficult to collect on account of the fact that the market is not aware of sushi cuisine since it is one of a kind and different from the cuisines that Indian customers are used to. Solutions

* Yoko Sizzlers is committed to the diversification of its offerings in the exotic cuisines segment and has a wide range of marketing experience so that I am confident that its inputs will be relevant and reliable. * I will assess the proposal by conducting market surveys in up market locations which I expect will have been exposed to sushi cuisine through travel and dining in Mumbai five-star hotels which offer sushi items on their menu. * The report will be based largely on the results of the marketing survey which will be the basis of the marketing mix.

Action Plan:
DATE| TASK| MODIFICATION|
22-27 October, 2010 | Topic Selection| |
28th October, 2010| Research Proposal Submitted| |
30th October, 2010| Feedback received on the Research Proposal | | 2nd November, 2010| Interview with the Manager taken| |
3rd November,2010| Questionnaire for customers made | | 7th – 9th November, 2010 | Got questionnaires filled by customers| | 9th November,2010| Certification Letter obtained from the Manager of the Company.| | 11th November, 2010| Received the profit and Loss Account from the regional manager.| | 12th November, 2010| Reviewed the financial data.| |

19th November, 2010| Completed the ANSOFF MATRIX and the SWOT Analysis.| | 16th December, 2010| Submission to Supervisor for feedback. (1st Draft)| Changes made as per instructions from the supervisor.|

Word count:496

INTERNATIONAL BACCALAURATE
BUSINESS AND MANAGEMENT [HL] INTERNAL ASSESSMENT

Research question:
How should Yoko Sizzlers structure its marketing mix to increase its market share in the Japanese cuisine segment?

Candidate Name:-Nikita Hariramani
Candidate Session Number:-
Word count: 1905
Exam...
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