The Potential of a Japanese Restaurant in Vaasa
Zou, Qing; Tran, Nam Phuong (2011)
Tran, Nam Phuong
Creative Commons Attribution-NonCommercial-ShareAlike 1.0 Finland
Julkaisun pysyvä osoite on
The purpose of this project is to study the market situation and consumers’ behavior in the restaurant business in Vaasa, in order to develop a business plan for a Japanese restaurant in this city. The study focuses on two main areas, the development of our product, and how to bring it as a new product into this market. The theoretical part of the study consists of three parts. The first part is a thorough study about Japanese cuisine, which is the foundation of the product development of our own particular product. The second part deals with the general product de-velopment and introduction theory, which assists us in developing a reliable strategy to bring our product. The third part is the theoretical guidelines for composing a comprehensive business plan for the restaurant. The empirical part is a market study by the means of a questionnaire assisted survey. In total, 70 questionnaires were collected from respondents with various backgrounds mainly from Vaasa and Ostrobothnia region. The results of the study prove that there is a need for a sushi and Japanese restau-rant in Vaasa. Most people have already had certain experiences with sushi and Japanese food, and they have a positive attitude to bringing it into their diet. We also learnt some facts about people’s dining habits in restaurant which are impor-tant pieces of information for the development of our business plan in the future.