Submitted by: Submitted by Bert
Views: 251
Words: 1286
Pages: 6
Category: Business and Industry
Date Submitted: 09/01/2012 01:40 AM
Target Segment
The Indian F&B industry have been a major aspect of growth within the retail sector. To top it off, the rapid urbanisation resulted in an increase in women in the workforce which relates to an increase in consumption of “eat-out-meals”(nutriconnect).
Recent trends indicate a shift towards healthier choices while the Indian palate is getting more and more experimental and out-of-the box. The Indian consumers also emphasizes on value for money, buying only things that cannot be made at home (nutriconnect). Relating to Japanese cuisines, one could recount its popularity due to it being “fresh, light, and healthy” while the ingredients may be difficult to procure (Rai 2011). Furthermore, it could also be observed that Japanese cuisines are treated as fashion food which is highly popular amongst the youngsters working in multinationals (HindustanTimes 2012)
Being a mid-tier Japanese cuisine provider, which offers value for money cuisines, Sakae Sushi could be said to be an almost perfect fit in the Indian market. To top it off, the trendy and unique dine in concepts could be highly related by the younger consumers, piquing their interest and desire for being fashionable. With that being said, Sakae Sushi would focus its strategy around the young adults segment of the market. This is also due to the higher affluence and willingness to experiment untraditional cuisines in this segment.
Sakae Sushi's Marketing Mix
Being in the Food and Beverage Industry, Sakae Sushi comprises of both Product and Services in their overall offerings. In this section, we will discuss the expanded marketing mix for services and identify if each area should apply an overall standardisation or adaptation to India, Mumbai.
Product: Adaptation
Sakae Sushi's main product offerings would be its menu items from sushi to bento sets. In an Indian Culture, the Hindus (Major Religion in India) regard cows as sacred, thus beef is abstained in many Indian states (Kulkarni...