Marketing

Sakae Sushi (Sakae means “growth” in Japanese) is the pioneer food and beverage brand of Apex-Pal International Ltd. With its first outlet established in the business district at OUB Centre in 1997. Sakae has indeed been growing by leaps and bounds. Today Sakae Sushi outlets can be found in every major area of Singapore and has more than 30 conveniently located outlets where customers can choose to dine at.

Sakae Sushi is a local Japanese restaurant which offers affordable, good quality and healthy Japanese food. Despite the stiff competition, it is currently the market leader. The purpose of this marketing plan is to identify and analyze the current market, future market and possible opportunities to capture a bigger market share which in turn leads to increased profits. Key issues of how they are going to maintain as market leader through the use of new marketing strategies to create brand awareness and increase brand equity will be discussed in this report.

Sakae Sushi is no ordinary sushi bar. Its seats are arranged all round an elliptical-shaped sushi counter. It pioneered the use of “Interactive Menu” built into each table seating. Along with its intercom system and self service hot water taps these innovations are integrated to provide the customer with a fun, efficient and hassle free meal at our restaurants.

Sakae Sushi is the flagship brand of Apex-Pal International Ltd and is the largest local chain of Japanese restaurants. The segments they are targeting now are Generation X, Generation Y, DINKS and SINKS. These consumers are generally of higher education level with high spending power. They have a higher frequency of dining out due to a high amount of socialising. Convenience, accessibility and healthy varieties are factors that they consider. However, sushi till now has not been readily accepted by all cultures. Sakae Sushi, for one has not obtained the Halal certification to enter the Halal market.

Despite this, with its wide...