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)
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. (http://ir.asiaone.com/apexpal/brands.html)
1.2 Mission Statement
Sakae sushi are committed to offering maximum value, be it in terms of variety and quality of food or the dining experience. its sushi rice is enriched with vitamin E for added health benefit. With the large volume that we purchase, they are able to pass on cost savings to you so that you can enjoy fresh, high-quality food at affordable prices. (http://www.sakaesushi.com.sg/aboutgood.html)
1.3 Financial Objectives
Sakae Sushi aims to achieve the profit of 30 million by 31 December, 2008.
"We hope to build Sakae Sushi into a global brand, and so we have to be everywhere on the globe.” said by Douglas Foo, owner of Sakae Sushi, Singapore's largest sushi chain.
SWOT Analysis, the firms identifies and evaluates its most significant strengths, weaknesses, opportunities, and threats. To fulfill its mission, the organisation needs to capitalise on its key strengths, overcome or alleviate its major weaknesses, avoid significant threats, and take advantage of promising opportunities. (Etzel, Walker and Stanton, 2007)
The SWOT analysis provides information that is help in matching the firm resources and capabilities to the competitive environment in which it operates. As such, it is instrumental in strategy formulation and selection. (http://www.quickmba.com/strategy/swot/)
A firm are its resources and capabilities that can be used as a basis for developing a Competitive advantage.
2.1.1 Brand name
A brand is a name and/or mark intended to identify the product of one seller or group of sellers and to differentiate the product from competing products. A brand name consists of words, letters, and/or numbers that can be vocalised. (Etzel, Walker, Stanton, 2007)
Brand identification has certain advantages. It enables the seller to build a consumer following and identify a given level of quality with a product. It facilitates differentiating a product from competitors’. (Davis, 1985)
Sakae sushi is a global brand. It has grown into a global chain of more than 50 outlets throughout Asia and beyond. The Sakae frog symbolises a brand that is far sighted and poised to grow by leaps and bounds. Its smile indicates a friendly company, welcoming all. Its Asian heritage is reflected through the lower body of the frog that is reminiscent of a Chinese gold ingot, and a bowl filled with rice. The frog’s head and belly also symbolises the number “8” that is an auspicious number. (http://www.apexpal.com/brands.html)
Why Sakae Sushi choose the green colour? Green is the colour of nature, life, its the most restful colour. Green symbolizes self-respect and well being. Green is the colour of balance. It also means learning, growth and harmony. Green is favored by well balanced people. Green symbolizes the life force. It often symbolizes money. People should eat raw green foods for good health. (http://www.crystal-cure.com/green.html)
2.1.2 Quality Food and Services
In particular, buyers are looking for consistencies of product or service quality so that end products are reliable. (David Jobber,...