A Case Study on 7p's of Marketing Sakae Sushi

1. Executive Summary In this report, we will go through the elements of how Sakae Sushi delivers value to its customers through their product, price, place, promotion and the extended 3P’s of people, processes and physical evidence.

Sakae Sushi the flagship brand of Sakae Holdings Ltd. is a restaurant franchise which started in Singapore serving Japanese cuisine. Targeting the low to mid-level pricing market, it offers not only sushi and sashimi but a wide range of those other favorites like teppanyaki, ramen, udon and etc. All these can be savored through à la carte or via a sushi conveyor belt.

Since its establishment in 1996, Sakae Sushi has grown internationally with more than 50 outlets throughout Asia namely Malaysia, Singapore, Indonesia, Thailand, China, Philippines and Vietnam. Known for its quality and ‘value for money’ menu items, it has become one of the many sought out preferred dining places for individuals and families.

2. Marketing mix 2.1. Customer value In P. Kotler and G. Armstrong’s ‘Principles of marketing’, ‘marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer’.

Customer value would then be defined as the difference between the values the customer gains from owning and using a product and the costs of obtaining the product (Kotler et al., 2007 p.9). Herein this statement states that customer value is measured when a customer is contented with its purchase which has met its needs and worth the cost in owning it. For example, a father sees the need in buying an insurance policy to protect his family after his demise. Therefore, if the buying of this insurance policy has fulfilled his need, then it is worth the cost in purchasing it.

2.2 Product

Product can be a good, service, idea or anything that is tangible and intangible that satisfies ones wants or needs in exchange of money or some other unit of value (Kotler et al.,...