Little Tokyo Brisbane: Marketing Analysis and Recommendations Report

This presentation provides a comprehensive market assessment and marketing recommendations for Little Tokyo Brisbane, a Japanese restaurant in Australia. The analysis includes an overview of the business, its propositions, and an assessment of the external environment using PESTLE analysis. The internal environment is assessed through SWOT analysis, identifying key opportunities and threats. Marketing-focused recommendations are provided, including introducing offers and discounts, developing social networking capabilities, and introducing new flavors. The presentation highlights the importance of marketing operations for growth and expansion, aiming to help the restaurant re-establish itself and achieve market growth. References are provided from various sources, including Facebook and academic journals.

Little Tokyo
Brisbane
Market assessment and marketing recommendations

About: Little Tokyo Brisbane
• The concerned organization, Little Tokyo Brisbane is a Japanese Restaurant which is
based in Australia
• The organization designed wider range of Japanese cuisines and offered customizable
options to the customers
• The organization is located in Spring Hill QLD, Australia
• However, the inconsistent business model of the venture resulted to liquidation and
closure of the activities
• The business is still trying to cope with the losses that were faced by the same
• Therefore, the purpose of the presentation is to provide the restaurant owner with the
insight on the present business situation in Australia and the opportunities and threats
that might be encountered by the same
(Source: Facebook.com 2020)

Propositions
• The organization provided the customers
with authentic Japanese experience
• The customizable service propositions of
the venture empowered their sales
volume since its inception
• The online booking facilities and easy
payment options enabled the organization
in improving customer experience (Lee,
Sardeshmukh and Hallak 2016)
• The ambience of the restaurant was
imitated in the style of traditional
Japanese architectural structures
(Mostaghel et al. 2019)

Assessment of the external
environment (PESTLE Analysis)
Political • Stable political scenario of Australia
• Minimal interference of the government in the
organizational affairs
• Growing terrorism activities
Economic • Expected growth of GDP of 2¾ % over 2019 and
2020 (Hallak et al. 2018)
• Increased affordability of the people through
employment

Assessment of the external
environment (PESTLE Analysis)
Social • Growing rate of disposable income
• Changing preferences of the customers
Technological • Increased internet penetration
• Better infrastructural facilities
• Continuous enhancement of the IT operations

Assessment of the external
environment (PESTLE Analysis)
Legal • Government impose different employment
legislations like Fair Work Act and EEO for
monitoring over the operations of the venture
• Imposition of corporate laws might restrict the free
functioning of the venture (Infante-Casella et al.
2018)
Environmental • Environmental protection agencies play a vital role
in approving the operations (Hettihewa and Wright
2018)
• Environmental protection based legislations might
restrict the capability of the organization in
increasing the profitability ratio (Jha and
Bhattacharyya 2018)

Assessment of the internal
environment (SWOT Assessment)
Strengths
• Wider range of business propositions
• Efficient relation with the suppliers
• Proficient human resource
• Traditional Japanese ambience
• Customizable options
• Easy payment facilities
Weaknesses
• Lower capability of investing in different marketing
related operations
• Growing labor cost
• Unsuitable business model for operating in the
Australian context
Opportunities
• Improvement in marketing operations for
empowering customer value
• Increasing diversity of propositions
• Developing collaboration with existing
organizations
• Undertaking expansion in the developing
economies
Threats
• Increased threat of new entrants in the Australian
markets
• Niche customer base
• Extensive propositions made by the existing market
players
• Change in the preference and buying patterns of
the Australian customers

Evaluation of the situation
• The business is facing a stage of liquidity
• Absence of adequate marketing based operations
• Increased threat of competition from the existing players
• Change in the buying patterns and preferences of the niche customers

3 key opportunities
• Improvement in marketing
operations for empowering
customer value
• Increasing diversity of
propositions
• Developing collaboration with
existing organizations

3 key threats
• Increased threat of new entrants
in the Australian markets
• Extensive propositions made by
the existing market players
• Change in the preference and
buying patterns of the Australian
customers (Lee, Hallak and
Sardeshmukh 2016)

Marketing focused
recommendations
• Introduction of offers and
discounts on the first purchase, as
it would allow in empowering the
sales volume initially
• Developing social networking
capabilities through different
digital and social media platforms
• Introduction of new flavors in the
Japanese cuisines while mixing the
same with Australian traditional
dishes

One key opportunity and threat
Opportunity
• Introducing new cuisines by
mixing flavors of Japan with
Australia would create a unique
proposition
• It would support the venture in
gaining a competitive benefit
over the existing players
Threat
• Increase in the operational
expenses might restrict the
organization in maintaining the
profit ratio