Introduction of Yoko Sizzlers in the Japanese Cuisine Market

Powerful Essays
Topics: Marketing
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



Bibliography: * Hoang, Paul. Business and Management. Victoria: IBID P, 2007. * Kennon, Joshua. "Net Profit Margin." Investing for Beginners. 20 Jan. 2011 <http://beginnersinvest.about.com/od/incomestatementanalysis/a/net-profit-margin.htm>. * Kennon, Joshua. "Net Profit Margin." Investing for Beginners. 20 Jan. 2011 <http://beginnersinvest.about.com/od/incomestatementanalysis/a/net-profit-margin.htm>. * "Marketing Mix (4 P 's) : Product Strategies." Welcome to Learnmarketing.net - Learn about Marketing here. Free Marketing Education, Lessons and Marketing Resources. 20 Jan. 2011 <http://www.learnmarketing.net/product.htm>. * Reviews of Restaurants, Bars and Nightclubs in Mumbai at TimesCity. 20 Jan. 2011 <http://www.timescity.com/>. * Welcome to Yoko Sizzlers. 20 Jan. 2011 <http://www.yokosizzlers.com/>. APPENDICE A Appendix A: Questionnaire for the Marketing Manager (Shabeeb Rizvi, 2nd November 2010)

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