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Strategic Marketing Plan for the Japanese Canteen

Autor:   •  June 6, 2015  •  Coursework  •  3,680 Words (15 Pages)  •  839 Views

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Assessment 3:

Strategic Marketing Plan for The Japanese Canteen

(30 - 33 Minories London EC3N 1DD)


Dilyara Yussupova A4056048


To: Managing Director of The Japanese Canteen

From: Marketing Consultant

Date: 7th June 2015

Subject: Strategic Marketing Plan for The Japanese Canteen

  1. Introduction

The purpose of this report is to critically discuss and analyse what are goals and objectives of the strategic marketing plan of the Japanese Canteen as well as evaluating how P's from the SWOT analysis support the proposed strategy by making comparison to other retailers. 

   Background of the company

The Japanese Canteen story began in 1995 when the first store was opened in St. John Street. It offers fresh, organic, authentic and inexpensive Japanese canteen style dining across London. Their main target customers are students and office workers between age 18 till 45 who have shortage of time and looking for healthy fast food. Moreover, the company has two options such as eating in and taking the food away. The Japanese Canteen is trying to be sustainable and environmentally friendly by purchasing ingredients from local farmers and using biodegradable packaging materials (Thejapanesecanteen, 2015).

1.1 Contemporary issues for The Japanese Canteen

Nowadays most of the retailers face with a contemporary issues, which must be considered since ignorance leads to a failure and strategic drift. One of the contemporary issues Japanese Canteen has came across is keeping up with the pace of modern technology. Bearing in mind the trend of swiftly growing usage of mobile apps among potential customers and aggressive competition between retailers as well as frequently changing economic environment; upgrading and implementing the up-to-date technologies might be a point of concern for retails. However, in order to differentiate themselves among competitors and attract potential customers, Japanese Canteen has to start using mobile apps and Beacons, which will assist in providing loyalty schemes by collecting rewards points as well as sending notifications about recent promotions and vouchers. Furthermore, there are three more contemporary issues Japanese Canteen faces nowadays such as aggressive competition, property taxes and increasing awareness about organic food. Increasing demand for healthy fast food creates more competition for Japanese Canteen, thus to stay competitive business needs to offer great product and service at affordable prices. Precipitously increasing property taxes in London makes harder for retailers to reach the break even point and start to make profit. As a small retailer, Japanese Canteen will not be able to pay rent for store in areas with the highest footfall such as Westfield malls (Murray, 2006).


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