1) The document proposes opening a new Japanese restaurant called Samazama at PolyU to provide students with variety of Japanese food options. 2) Key strategies include providing high food quality, convenience through self-serve style, and competitive pricing between $26-30 per meal. 3) Promotion plans include advance announcements, a pre-opening tasting event, distributing coupons, and displaying food samples to attract customers. 4) Controls will be established for quality, operations, profitability, and marketing effectiveness to ensure the restaurant's strong survival and profitability.

1. That’s hard to choose!
Want more choices?
It’s time for our…

2. New Japanese restaurant
in PolyU

4. Our BRAND
さまざま (Samazama)
=great variety and diversity
“the sound of a brand name – and sound repetition in particular –
drives the success of a product more than any other factor.”
--- online report by EURIB
 easily memorized with positive emotional response

5. Our Logo
3 elements:
- A plate
- Brand name “Samazama”
- 4 pairs of chopsticks
White background and red color of word
--- Japanese national flag

6. Objectives
◆ Maintain the high food quality
◆ Raise customers satisfaction
◆ Achieve high market share
◆ Maximize our profit-earning capacity
and minimize wastage
◆ Become a productive
and cost-effective restaurant

7. Product
4Ps Place
Pricing
Promotion

8. Our product
VARIETY options of
Japanese cooked food & dessert
30 food items for FREE
SELECTION
24 regular items 6 seasonal items

9. Why Japanese food?
New to & Popular
World Trade Atlas data of Hong Kong Imports
(2006-2010):
NO.4 import supplier
In 2009-2010
Gross export ↑37% Retained imports ↑38%

10. No sushi
No sashimi
Food safety concern • In 2006-2009
Consumption of
contaminated raw food
FOOD POISONING
• not be affordable for low
income students 

11. Our SERVICE style
- Self-service with customers co-
production
↓ Number of
service staff
↑Customer’s
satisfaction

12. Operations days
Exclude public holidays
11:00-22:00

13. WHERE?
Next to Jockey Club Auditorium!

14. - Well-developed and well-known canteens cluster
“industries located in regions with clusters experience
higher growth in new business formation and start-up
employment”.
(Mercedes Delgado, Michael E. Porter, Scott Stern 2010)
↓Delivery cost ↓Promotion cost

15. Pricing
Odd pricing $9.9@
Portion not in large size
Psychological consideration

16. Assume students get 3 dishes:
1mian dish+2 Slide dish
=$29.7
40% of the respondents:
desired price of a lunch meal in
a Japanese canteen is $26 to $30

17. Promotion
• Advance announcement
2 weeks before actual opening
Through email@
With pictures of our dishes

18. • Tasting before operation
1 week before actual opening
student union’s members
Invite different stakeholders: staff and professors
members of the catering association
Get opinions and suggestions for our operation 

19. • Newly-operating coupons
Put in the restaurant
Continue for 3 months,
distributing about 3,000
coupons
↑ Customer flow
***Turn short-term customers into long-term repeat business ***

20. • Show & sell Visual attraction
Large variety of food in
display shelf
Display the food samples
made by clay Scent attraction
 attract the bypass students

21. • Pull up stand menu blackboard
emphasizing the restaurant features…
deepen the memory of our restaurant

22. • Customer loyalty program
4 continuous with $20 meal
 get 1 free dish
↑customer flow
and sales

23. NEED
SAMAZAMA!!!

24. From our survey…
Major target customers: students

25. High education level
“this setup may be one way of fostering an environment of respect
and autonomy that the students, as independent thinkers,
deserve.”
---Margaret Kay

26. We offer
wide variety
of Japanese cuisine!

27. Over half of respondents
rank Quality of Food 1st
for choice of restaurant
Free to create
Market needs: ensure quality
High quality
Quality control

28. We offer
HIGH FOOD QUALITY!

29. Relatively low purchasing
power
$500-$3,000 per month
70% do not have part time jobs
X High meal price
Respondents rank Price 2
nd
for choice of restaurant

30. We sell $9.9@!

31. Consumer aged <35
Fast-paced lifestyles
Convenience and speedy service
--- Consumer Survey (2001)
Busy life
Heavy school workload
Need a fast meal

32. We provide
ready-made food
displayed in the hot food bar!

33. In year 2010/11, number of students: 29,193
In near future… HKDSE applicants
2 groups of freshman HKALE applicants
overcrowding…

34. We relieve
overcrowding
problem
in school canteen!

35. Samazama!!
Strong survival rate
&
Profitable!

36. Large numbers of seats
Food varieties and diversities
Better food quality than competitors
Product with lower price than other
Japanese restaurants
These…. are our STRENGTH!

37. New technologies and machines
fasten the food production process
Advanced transport
facilitate the delivery process
Media such as the TV programs
for Japanese culture Promotion
These are our OPPORTUNITIES!
And…even more……

38. We can…
Establish words of mouth
promotion in social website

39. • Provide
UNIQUE
• PRODUCT
……………..
• since
NO
Japanese
restaurant
exist in
PolyU
before

40. Marketing Control
Quality Control
Profitability control
Annual-plan control
Efficiency control
Marketing audit

41. Quality Control
Transparent cover
Hot food bar
Heat lamps
Food discard
--- After 2 hours

42. Annual-plan control
Measures specific goals to be met
Sales analysis
Market-share analysis
Financial analysis
Customer satisfaction

43. Profitability control
Relative profit-earning capacity
Calculate weekly
Allocate resources
Reduce wastage

44. Efficiency control
Sales
-Evaluate sales, turnover, cost and revenue
Distribution channel
- Evaluate cost and revenue

45. Efficiency
control
 Promotions
Evaluate pre and
post advisement
More productive
and cost-effective

46. Marketing audit
 Analyze our strengths
- Compare with 1. current market
2. potential market
 Analyze marketing plan
 Analyze marketing productivity
 Periodic marketing audit

47. Implementation
Activity Performed by Frequency/date
Evaluation of the Advertising manager Monthly
promotion effectiveness
Complete performance Sales manager Annually
evaluation of sales staff
Measure financial results Accountant Monthly
against projections

48. Implementation
Activity Performed by Frequency/date
Carry out survey to Marketing manager Quarterly
determine customers'
satisfaction
identify the causes for Auditor As necessary
shortfall and
recommend corrective
measures
Take corrective action Marketing manager As necessary

49. Contingency Planning
Long queuing  Installing more cashier centers
 Using flexible barrier system
Upward pricing pressure
 Continuously increase of inflation rate
 Moving prices following the competitors

50. Sales Forecast

51. First 3 months…
7/1-7/4 (@month)
Lunch (sales) 500x $30x24=$360000
Dinner (sales) 350x $30x24=$252000
Tea (sales) 250x $10x24=$60000
Midnight (sales) 150 x$10x24=$36000
TOTAL $708000

52. After 3 months..
8/4-31/12 (@month)
*5 months total, not include July and August
Lunch (sales) 450x $30x24=$324000
Dinner (sales) 300x $30x24=$216000
Tea (sales) 200x $10x24=$48000
Midnight (sales) 100x $10x24=$24000
Total: $612000
After the first 3 months, sale would decline slightly due to the end of promotion.

53. By the end of Year 1
Total sales:
($708000x3)+($612000x5)
=$5184000

54. Events Budget Start day End day How to evaluate
Business Concept $0 23/3/2012 Number of
& Planning customers
advance $0 20/11/2012 31/1/2012 Number of
announcements customers
MILESTONE to polyu students
through email
tasting before $1350 2/1/2013 2/2/2013 Comments from
operation and ($4.5x300) customers
improvement
show and sell $300 7/1/2013 31/12/2013 Number of
customers
Newly-operating $13500 7/1/2013 31/3/2013 Number of
coupons and its ($4.5x3000) customers
effect evaluation
integrated Printings: 14/1/2013 31/12/2013 Number of
print/pull up $100 customers
stand/menu (500x0.2)
blackboard Pull up stand:
campaign and $700
evaluation menu
blackboard:
$208 (with
delivery cost)
Total: $1008
customer loyalty $4500 1/4/2013 31/12/2013 Number of free
program and ($10000x$4.5) dish given
evaluation
Total: $20658

55. Please support us
to produce a high quality
place for dining
in PolyU! 