A marketing plan for Bistro Koi
Zhou, Zicheng (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023053016196
https://urn.fi/URN:NBN:fi:amk-2023053016196
Tiivistelmä
Competition becomes tougher as more and more Japanese restaurants are established. To
survive, Bistro Koi needs a marketing plan to help differentiate from competitors.
This bachelor’s thesis looks at how to create a marketing plan for a Japanese restaurant under a business environment in Helsinki. The primary objective of this thesis was to create a marketing plan for the commissioning company using behavioural sciences principles.
The thesis is made up of a theory section and empirical section that deals with the case company. The theory section introduces a marketing planning framework, which includes seven stages: situation analysis, consumer analysis, mission statement, STP, marketing objectives, marketing strategies, and implementation and evaluation. Multiple behavioural sciences principles were used to create marketing strategies since understanding and addressing customer behaviours can enhance the efficacy of the marketing plan. The empirical part concentrates on analysing current competitors and customer behaviours. Both quantitative and qualitative methods were used in the study. In terms of quantitative research, an online survey was conducted to gain insight into customers’ perceptions of the current Japanese restaurant market in Helsinki and to learn about customer behaviours. 76 responses were collected through Webropol and 53 responses were valid. Qualitative interview was utilised to attain the owner’s opinions on various
aspects related to forming a mission statement.
The survey results showed that Luckiefun's Restaurant, Itsudemo and Sushibar + Wine are the main competitors as they have gained more awareness. However, Bistro Koi ranks higher in terms of design. In addition, one of the unmet needs revealed by the survey was authenticity. Hence, Bistro Koi should establish a unique selling point by developing its design with Japanese elements to attract more customers.
The author suggests Bistro Koi to educate employees on the main points of the marketing plan to ensure successful implementation. And the marketing team should be aware of the changing environment to adjust the marketing plan constantly.
survive, Bistro Koi needs a marketing plan to help differentiate from competitors.
This bachelor’s thesis looks at how to create a marketing plan for a Japanese restaurant under a business environment in Helsinki. The primary objective of this thesis was to create a marketing plan for the commissioning company using behavioural sciences principles.
The thesis is made up of a theory section and empirical section that deals with the case company. The theory section introduces a marketing planning framework, which includes seven stages: situation analysis, consumer analysis, mission statement, STP, marketing objectives, marketing strategies, and implementation and evaluation. Multiple behavioural sciences principles were used to create marketing strategies since understanding and addressing customer behaviours can enhance the efficacy of the marketing plan. The empirical part concentrates on analysing current competitors and customer behaviours. Both quantitative and qualitative methods were used in the study. In terms of quantitative research, an online survey was conducted to gain insight into customers’ perceptions of the current Japanese restaurant market in Helsinki and to learn about customer behaviours. 76 responses were collected through Webropol and 53 responses were valid. Qualitative interview was utilised to attain the owner’s opinions on various
aspects related to forming a mission statement.
The survey results showed that Luckiefun's Restaurant, Itsudemo and Sushibar + Wine are the main competitors as they have gained more awareness. However, Bistro Koi ranks higher in terms of design. In addition, one of the unmet needs revealed by the survey was authenticity. Hence, Bistro Koi should establish a unique selling point by developing its design with Japanese elements to attract more customers.
The author suggests Bistro Koi to educate employees on the main points of the marketing plan to ensure successful implementation. And the marketing team should be aware of the changing environment to adjust the marketing plan constantly.