SlideShare a Scribd company logo
JAPANG – PRE-LAUNCH RESEARCH PLAN IN THE USA
CREATED BY: LONG NGUYEN –
nguyenngoclong261@gmail.com
RESEARCH PLAN
2
The Leap Nation plan to launch Janpang, a virtual chain restaurant, in the USA
The research is to try to identify strong points of differentiation for Karaage Chicken to focus on and own at launch in the USA
Target consumer Consumer behavior Brand proposition
• Who are typical consumer?
1. Demographics
2. Location base (city)
3. Unique characteristics (Ex: prefer Japan culture)
• How do consumers enjoy Karaage in US?
1. Where do they eat? ( at home or out of home)
2. Which are dishes/sauces often served with Karaage?
3. Do consumers prefer to eat alone or with friends or with
family?
4. Which is the preferable meal size?
• What is consumer perception towards Karaage?
1. What is taste/ flavor/ appearance/ sensation preference?
2. What are triggers to consume the dish?
• How consumer perceive cloud
kitchen/ virtual restaurant?
• Do consumer like Japanese
authentic foods?
SectionQuestionsObjective
• Locating cities where consumer prefer Karaage or
Japanese foods by using Google trends and
keywords for search terms or Facebook Audience
Insights for interest or Affinio for twitter users
• Defining consumer demographics through survey
or Facebook Audience Insights or Affinio
• Desk research on restaurants serving Karaage available on
food order platforms
• Survey or interview a sample of consumer
• Analyze reviews and social conversation around Karaage
• Using Google trends to understand
relevant topics/ search terms with
cloud kitchen/ virtual restaurant
• Analyze reviews and social
conversation around Japanese
dishes served in US
• Survey or interview a sample
Analysis
1 2 3
2 days
Timeline
5 days 3 days
RESEARCH PLAN
3
The Leap Nation plan to launch Janpang, a virtual chain restaurant, in the USA
The research is to try to identify strong points of differentiation for Karaage Chicken to focus on and own at launch in the USA
Price/ Package/ Distribution Competition
• What is average price offered?
• What is format/ material preference towards
Japanese dishes?
• Is attached utensil essential?
• Which platform do consumers prefer to order
food?
• Understanding market size and growth in Japanese foods
as well as Karaage
• Who is key players providing Karaage in US?
• What are innovations that are trending?
SectionQuestionsObjective
• Desk research on restaurants serving Karaage
available on food order platforms
• Using Mintel to better understanding of preferable
format/ material and price of Japanese foods
available on market
• Analyze reviews and social conversation attached
with images around Karaage, attached utensils,
packages, and delivery time
• Survey or interview on a sample
• Using Kantar Panel and Euromonitor to measuare Market
Size and Market growth in Japanese foods
• Using number of search, reviews, views, followers, fans,…
to evaluate key competitors
• Using Google trends and keywords to find innovations
that are trending in Japanese foods or Karaage
Analysis
4 5
3 days
Timeline
2 days
Online survey proposal
4
After Phrase 1- Understanding target consumer, The Leap Nation want to focus more on consumers in Los Angeles. Therefore, the survey try
to give better understanding of consumer behavior towards Karaage in LA
To measure eating location preference among
locations (office, home, park,…)
To measure percentage of who is eating with To measure meal size
ObjectivesBackgroundMethod
5 days
Timeline
To identify the most preferable dishes/sauces
served with Karaage
To identify how consumer enjoy
Karagee
To access the preference towards taste, flavor,
appearance, and sensations of the dish
To access the consumer perception of cloud
kitchen/ virtual restaurant
To access the attitudes about authenticity of
Japanese foods served out side Japan
To identify triggers to consume the dish
To access the awareness of brand
proposition and Karaage
• A sample size of 500 respondents
• Focus on consumers who are in
professional working, and show
interest in Japan culture
Target on the most popular digital platforms in
LA through both ads and out reach on groups
or rooms

More Related Content

Similar to JAPANG – PRE-LAUNCH RESEARCH PLAN IN THE USA

Formatted Snappy Sushi
Formatted Snappy SushiFormatted Snappy Sushi
Formatted Snappy Sushi
Marisa Weiner
 
Meal cast yc 2013
Meal cast yc 2013Meal cast yc 2013
Meal cast yc 2013
Jessica Rosenberg
 
Innovation in Live Experiential Events to Promote Korean food culture in the UK
Innovation in Live Experiential Events to Promote Korean food culture in the UKInnovation in Live Experiential Events to Promote Korean food culture in the UK
Innovation in Live Experiential Events to Promote Korean food culture in the UK
Jiye Bae
 
TTW Presentation
TTW PresentationTTW Presentation
TTW Presentation
Tara Quinn
 
Menu planning and basic marketing
Menu planning and basic marketingMenu planning and basic marketing
Menu planning and basic marketing
Ruel Baltazar
 
Customer perception towards fast food Chains
Customer perception towards fast food ChainsCustomer perception towards fast food Chains
Customer perception towards fast food Chains
Gaurav Bhattacharya
 
Project based learning
Project based learningProject based learning
Project based learning
cfc5024
 
Fb planning
Fb planningFb planning
Fb planning
Neha Choudhary
 
Five Guys Ad Plan Book
Five Guys Ad Plan Book Five Guys Ad Plan Book
Five Guys Ad Plan Book
Junior Holguin
 
Project Mabudula 27082014
Project Mabudula 27082014Project Mabudula 27082014
Project Mabudula 27082014
Daniel Ferreira
 
Capstone_Project_(Product_Management_Fundamentals).pptx
Capstone_Project_(Product_Management_Fundamentals).pptxCapstone_Project_(Product_Management_Fundamentals).pptx
Capstone_Project_(Product_Management_Fundamentals).pptx
Vikrant Dalal
 
Lean Six Sigma_Linkedin
Lean Six Sigma_LinkedinLean Six Sigma_Linkedin
Lean Six Sigma_Linkedin
Daneydy Hernandez, RDN, LD
 
Designing Better Nutrition
Designing Better NutritionDesigning Better Nutrition
Designing Better Nutrition
NAFCareerAcads
 
Shake Shack
Shake ShackShake Shack
Shake Shack
Ruiqiao Wen
 
Research title & knowing the problem
Research title & knowing the problemResearch title & knowing the problem
Research title & knowing the problem
Bean Malicse
 
consumer behavior presentation
consumer behavior presentationconsumer behavior presentation
consumer behavior presentation
Yiyi Zhang
 
Saloniki Greek
Saloniki GreekSaloniki Greek
Saloniki Greek
Vanessa Chien Lai
 
Mm2 project
Mm2 projectMm2 project
Mm2 project
Angad Sidhu
 
NSAC Snapple Plans Book 2016
NSAC Snapple Plans Book 2016NSAC Snapple Plans Book 2016
NSAC Snapple Plans Book 2016
AndrewZickmund
 
NGA FINAL PRESENTATION 2.9.14
NGA FINAL PRESENTATION 2.9.14NGA FINAL PRESENTATION 2.9.14
NGA FINAL PRESENTATION 2.9.14
Jack Matsen
 

Similar to JAPANG – PRE-LAUNCH RESEARCH PLAN IN THE USA (20)

Formatted Snappy Sushi
Formatted Snappy SushiFormatted Snappy Sushi
Formatted Snappy Sushi
 
Meal cast yc 2013
Meal cast yc 2013Meal cast yc 2013
Meal cast yc 2013
 
Innovation in Live Experiential Events to Promote Korean food culture in the UK
Innovation in Live Experiential Events to Promote Korean food culture in the UKInnovation in Live Experiential Events to Promote Korean food culture in the UK
Innovation in Live Experiential Events to Promote Korean food culture in the UK
 
TTW Presentation
TTW PresentationTTW Presentation
TTW Presentation
 
Menu planning and basic marketing
Menu planning and basic marketingMenu planning and basic marketing
Menu planning and basic marketing
 
Customer perception towards fast food Chains
Customer perception towards fast food ChainsCustomer perception towards fast food Chains
Customer perception towards fast food Chains
 
Project based learning
Project based learningProject based learning
Project based learning
 
Fb planning
Fb planningFb planning
Fb planning
 
Five Guys Ad Plan Book
Five Guys Ad Plan Book Five Guys Ad Plan Book
Five Guys Ad Plan Book
 
Project Mabudula 27082014
Project Mabudula 27082014Project Mabudula 27082014
Project Mabudula 27082014
 
Capstone_Project_(Product_Management_Fundamentals).pptx
Capstone_Project_(Product_Management_Fundamentals).pptxCapstone_Project_(Product_Management_Fundamentals).pptx
Capstone_Project_(Product_Management_Fundamentals).pptx
 
Lean Six Sigma_Linkedin
Lean Six Sigma_LinkedinLean Six Sigma_Linkedin
Lean Six Sigma_Linkedin
 
Designing Better Nutrition
Designing Better NutritionDesigning Better Nutrition
Designing Better Nutrition
 
Shake Shack
Shake ShackShake Shack
Shake Shack
 
Research title & knowing the problem
Research title & knowing the problemResearch title & knowing the problem
Research title & knowing the problem
 
consumer behavior presentation
consumer behavior presentationconsumer behavior presentation
consumer behavior presentation
 
Saloniki Greek
Saloniki GreekSaloniki Greek
Saloniki Greek
 
Mm2 project
Mm2 projectMm2 project
Mm2 project
 
NSAC Snapple Plans Book 2016
NSAC Snapple Plans Book 2016NSAC Snapple Plans Book 2016
NSAC Snapple Plans Book 2016
 
NGA FINAL PRESENTATION 2.9.14
NGA FINAL PRESENTATION 2.9.14NGA FINAL PRESENTATION 2.9.14
NGA FINAL PRESENTATION 2.9.14
 

More from Long Nguyen

Health & Hygiene in Vietnam Tet
Health & Hygiene in Vietnam TetHealth & Hygiene in Vietnam Tet
Health & Hygiene in Vietnam Tet
Long Nguyen
 
Facebook profile combined with internal data
Facebook profile combined with internal dataFacebook profile combined with internal data
Facebook profile combined with internal data
Long Nguyen
 
Big data applying on bank
Big data applying on bankBig data applying on bank
Big data applying on bank
Long Nguyen
 
THE BATTLE OF TAXI APPLICATIONS (Grabtaxi Vs Easy taxi)
THE BATTLE OF TAXI  APPLICATIONS (Grabtaxi Vs Easy taxi)THE BATTLE OF TAXI  APPLICATIONS (Grabtaxi Vs Easy taxi)
THE BATTLE OF TAXI APPLICATIONS (Grabtaxi Vs Easy taxi)
Long Nguyen
 
What time are readers most active on 4 digital news?
What time are readers most active on 4 digital news? What time are readers most active on 4 digital news?
What time are readers most active on 4 digital news?
Long Nguyen
 
What Vnese Facebookers talk about ASIAD 18
What Vnese Facebookers talk about ASIAD 18 What Vnese Facebookers talk about ASIAD 18
What Vnese Facebookers talk about ASIAD 18
Long Nguyen
 

More from Long Nguyen (6)

Health & Hygiene in Vietnam Tet
Health & Hygiene in Vietnam TetHealth & Hygiene in Vietnam Tet
Health & Hygiene in Vietnam Tet
 
Facebook profile combined with internal data
Facebook profile combined with internal dataFacebook profile combined with internal data
Facebook profile combined with internal data
 
Big data applying on bank
Big data applying on bankBig data applying on bank
Big data applying on bank
 
THE BATTLE OF TAXI APPLICATIONS (Grabtaxi Vs Easy taxi)
THE BATTLE OF TAXI  APPLICATIONS (Grabtaxi Vs Easy taxi)THE BATTLE OF TAXI  APPLICATIONS (Grabtaxi Vs Easy taxi)
THE BATTLE OF TAXI APPLICATIONS (Grabtaxi Vs Easy taxi)
 
What time are readers most active on 4 digital news?
What time are readers most active on 4 digital news? What time are readers most active on 4 digital news?
What time are readers most active on 4 digital news?
 
What Vnese Facebookers talk about ASIAD 18
What Vnese Facebookers talk about ASIAD 18 What Vnese Facebookers talk about ASIAD 18
What Vnese Facebookers talk about ASIAD 18
 

Recently uploaded

一比一原版(Unimelb毕业证书)墨尔本大学毕业证如何办理
一比一原版(Unimelb毕业证书)墨尔本大学毕业证如何办理一比一原版(Unimelb毕业证书)墨尔本大学毕业证如何办理
一比一原版(Unimelb毕业证书)墨尔本大学毕业证如何办理
xclpvhuk
 
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
v7oacc3l
 
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Aggregage
 
一比一原版巴斯大学毕业证(Bath毕业证书)学历如何办理
一比一原版巴斯大学毕业证(Bath毕业证书)学历如何办理一比一原版巴斯大学毕业证(Bath毕业证书)学历如何办理
一比一原版巴斯大学毕业证(Bath毕业证书)学历如何办理
y3i0qsdzb
 
End-to-end pipeline agility - Berlin Buzzwords 2024
End-to-end pipeline agility - Berlin Buzzwords 2024End-to-end pipeline agility - Berlin Buzzwords 2024
End-to-end pipeline agility - Berlin Buzzwords 2024
Lars Albertsson
 
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data Lake
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data LakeViewShift: Hassle-free Dynamic Policy Enforcement for Every Data Lake
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data Lake
Walaa Eldin Moustafa
 
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
nuttdpt
 
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
apvysm8
 
一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理
bmucuha
 
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...
Social Samosa
 
一比一原版(CU毕业证)卡尔顿大学毕业证如何办理
一比一原版(CU毕业证)卡尔顿大学毕业证如何办理一比一原版(CU毕业证)卡尔顿大学毕业证如何办理
一比一原版(CU毕业证)卡尔顿大学毕业证如何办理
bmucuha
 
一比一原版(harvard毕业证书)哈佛大学毕业证如何办理
一比一原版(harvard毕业证书)哈佛大学毕业证如何办理一比一原版(harvard毕业证书)哈佛大学毕业证如何办理
一比一原版(harvard毕业证书)哈佛大学毕业证如何办理
taqyea
 
UofT毕业证如何办理
UofT毕业证如何办理UofT毕业证如何办理
UofT毕业证如何办理
exukyp
 
Predictably Improve Your B2B Tech Company's Performance by Leveraging Data
Predictably Improve Your B2B Tech Company's Performance by Leveraging DataPredictably Improve Your B2B Tech Company's Performance by Leveraging Data
Predictably Improve Your B2B Tech Company's Performance by Leveraging Data
Kiwi Creative
 
STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...
STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...
STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...
sameer shah
 
Open Source Contributions to Postgres: The Basics POSETTE 2024
Open Source Contributions to Postgres: The Basics POSETTE 2024Open Source Contributions to Postgres: The Basics POSETTE 2024
Open Source Contributions to Postgres: The Basics POSETTE 2024
ElizabethGarrettChri
 
Palo Alto Cortex XDR presentation .......
Palo Alto Cortex XDR presentation .......Palo Alto Cortex XDR presentation .......
Palo Alto Cortex XDR presentation .......
Sachin Paul
 
原版一比一利兹贝克特大学毕业证(LeedsBeckett毕业证书)如何办理
原版一比一利兹贝克特大学毕业证(LeedsBeckett毕业证书)如何办理原版一比一利兹贝克特大学毕业证(LeedsBeckett毕业证书)如何办理
原版一比一利兹贝克特大学毕业证(LeedsBeckett毕业证书)如何办理
wyddcwye1
 
Experts live - Improving user adoption with AI
Experts live - Improving user adoption with AIExperts live - Improving user adoption with AI
Experts live - Improving user adoption with AI
jitskeb
 
writing report business partner b1+ .pdf
writing report business partner b1+ .pdfwriting report business partner b1+ .pdf
writing report business partner b1+ .pdf
VyNguyen709676
 

Recently uploaded (20)

一比一原版(Unimelb毕业证书)墨尔本大学毕业证如何办理
一比一原版(Unimelb毕业证书)墨尔本大学毕业证如何办理一比一原版(Unimelb毕业证书)墨尔本大学毕业证如何办理
一比一原版(Unimelb毕业证书)墨尔本大学毕业证如何办理
 
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
 
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
 
一比一原版巴斯大学毕业证(Bath毕业证书)学历如何办理
一比一原版巴斯大学毕业证(Bath毕业证书)学历如何办理一比一原版巴斯大学毕业证(Bath毕业证书)学历如何办理
一比一原版巴斯大学毕业证(Bath毕业证书)学历如何办理
 
End-to-end pipeline agility - Berlin Buzzwords 2024
End-to-end pipeline agility - Berlin Buzzwords 2024End-to-end pipeline agility - Berlin Buzzwords 2024
End-to-end pipeline agility - Berlin Buzzwords 2024
 
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data Lake
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data LakeViewShift: Hassle-free Dynamic Policy Enforcement for Every Data Lake
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data Lake
 
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
 
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
 
一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理
 
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...
 
一比一原版(CU毕业证)卡尔顿大学毕业证如何办理
一比一原版(CU毕业证)卡尔顿大学毕业证如何办理一比一原版(CU毕业证)卡尔顿大学毕业证如何办理
一比一原版(CU毕业证)卡尔顿大学毕业证如何办理
 
一比一原版(harvard毕业证书)哈佛大学毕业证如何办理
一比一原版(harvard毕业证书)哈佛大学毕业证如何办理一比一原版(harvard毕业证书)哈佛大学毕业证如何办理
一比一原版(harvard毕业证书)哈佛大学毕业证如何办理
 
UofT毕业证如何办理
UofT毕业证如何办理UofT毕业证如何办理
UofT毕业证如何办理
 
Predictably Improve Your B2B Tech Company's Performance by Leveraging Data
Predictably Improve Your B2B Tech Company's Performance by Leveraging DataPredictably Improve Your B2B Tech Company's Performance by Leveraging Data
Predictably Improve Your B2B Tech Company's Performance by Leveraging Data
 
STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...
STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...
STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...
 
Open Source Contributions to Postgres: The Basics POSETTE 2024
Open Source Contributions to Postgres: The Basics POSETTE 2024Open Source Contributions to Postgres: The Basics POSETTE 2024
Open Source Contributions to Postgres: The Basics POSETTE 2024
 
Palo Alto Cortex XDR presentation .......
Palo Alto Cortex XDR presentation .......Palo Alto Cortex XDR presentation .......
Palo Alto Cortex XDR presentation .......
 
原版一比一利兹贝克特大学毕业证(LeedsBeckett毕业证书)如何办理
原版一比一利兹贝克特大学毕业证(LeedsBeckett毕业证书)如何办理原版一比一利兹贝克特大学毕业证(LeedsBeckett毕业证书)如何办理
原版一比一利兹贝克特大学毕业证(LeedsBeckett毕业证书)如何办理
 
Experts live - Improving user adoption with AI
Experts live - Improving user adoption with AIExperts live - Improving user adoption with AI
Experts live - Improving user adoption with AI
 
writing report business partner b1+ .pdf
writing report business partner b1+ .pdfwriting report business partner b1+ .pdf
writing report business partner b1+ .pdf
 

JAPANG – PRE-LAUNCH RESEARCH PLAN IN THE USA

  • 1. JAPANG – PRE-LAUNCH RESEARCH PLAN IN THE USA CREATED BY: LONG NGUYEN – nguyenngoclong261@gmail.com
  • 2. RESEARCH PLAN 2 The Leap Nation plan to launch Janpang, a virtual chain restaurant, in the USA The research is to try to identify strong points of differentiation for Karaage Chicken to focus on and own at launch in the USA Target consumer Consumer behavior Brand proposition • Who are typical consumer? 1. Demographics 2. Location base (city) 3. Unique characteristics (Ex: prefer Japan culture) • How do consumers enjoy Karaage in US? 1. Where do they eat? ( at home or out of home) 2. Which are dishes/sauces often served with Karaage? 3. Do consumers prefer to eat alone or with friends or with family? 4. Which is the preferable meal size? • What is consumer perception towards Karaage? 1. What is taste/ flavor/ appearance/ sensation preference? 2. What are triggers to consume the dish? • How consumer perceive cloud kitchen/ virtual restaurant? • Do consumer like Japanese authentic foods? SectionQuestionsObjective • Locating cities where consumer prefer Karaage or Japanese foods by using Google trends and keywords for search terms or Facebook Audience Insights for interest or Affinio for twitter users • Defining consumer demographics through survey or Facebook Audience Insights or Affinio • Desk research on restaurants serving Karaage available on food order platforms • Survey or interview a sample of consumer • Analyze reviews and social conversation around Karaage • Using Google trends to understand relevant topics/ search terms with cloud kitchen/ virtual restaurant • Analyze reviews and social conversation around Japanese dishes served in US • Survey or interview a sample Analysis 1 2 3 2 days Timeline 5 days 3 days
  • 3. RESEARCH PLAN 3 The Leap Nation plan to launch Janpang, a virtual chain restaurant, in the USA The research is to try to identify strong points of differentiation for Karaage Chicken to focus on and own at launch in the USA Price/ Package/ Distribution Competition • What is average price offered? • What is format/ material preference towards Japanese dishes? • Is attached utensil essential? • Which platform do consumers prefer to order food? • Understanding market size and growth in Japanese foods as well as Karaage • Who is key players providing Karaage in US? • What are innovations that are trending? SectionQuestionsObjective • Desk research on restaurants serving Karaage available on food order platforms • Using Mintel to better understanding of preferable format/ material and price of Japanese foods available on market • Analyze reviews and social conversation attached with images around Karaage, attached utensils, packages, and delivery time • Survey or interview on a sample • Using Kantar Panel and Euromonitor to measuare Market Size and Market growth in Japanese foods • Using number of search, reviews, views, followers, fans,… to evaluate key competitors • Using Google trends and keywords to find innovations that are trending in Japanese foods or Karaage Analysis 4 5 3 days Timeline 2 days
  • 4. Online survey proposal 4 After Phrase 1- Understanding target consumer, The Leap Nation want to focus more on consumers in Los Angeles. Therefore, the survey try to give better understanding of consumer behavior towards Karaage in LA To measure eating location preference among locations (office, home, park,…) To measure percentage of who is eating with To measure meal size ObjectivesBackgroundMethod 5 days Timeline To identify the most preferable dishes/sauces served with Karaage To identify how consumer enjoy Karagee To access the preference towards taste, flavor, appearance, and sensations of the dish To access the consumer perception of cloud kitchen/ virtual restaurant To access the attitudes about authenticity of Japanese foods served out side Japan To identify triggers to consume the dish To access the awareness of brand proposition and Karaage • A sample size of 500 respondents • Focus on consumers who are in professional working, and show interest in Japan culture Target on the most popular digital platforms in LA through both ads and out reach on groups or rooms