Marketing Fundamentals Report: Sushi Sushi Case Study

This report examines the marketing fundamentals of Sushi Sushi, a leading sushi restaurant in Australia's hospitality industry. It begins with a background of the company, highlighting its history and market presence. The report then delves into market segmentation, analyzing geographic, demographic, behavioral, and psychographic factors. It proposes enhancements to segmentation, particularly focusing on the growing consumer preference for organic food. The analysis proceeds to market targeting and consumer profile, suggesting a focus on health-conscious consumers who appreciate quality Japanese cuisine. The report also explores differentiation and positioning strategies, recommending a product and quality differentiation approach to maintain high standards. A new value proposition is proposed, integrating Japanese culture with Australian tastes, and a positioning statement is crafted to appeal to the target market. Finally, the report concludes that Sushi Sushi is well-positioned to maintain a strong market position due to its product quality and price, particularly given the absence of direct competitors.

Running head: MARKETING FUNDAMENTALS
Marketing Fundamentals
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MARKETING FUNDAMENTALS
Table of contents
Background................................................................................................................................2
Market Segmentation.................................................................................................................2
Market targeting and consumer profile......................................................................................3
Differentiation and positioning..................................................................................................4
Reference....................................................................................................................................5

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MARKETING FUNDAMENTALS
Background
The industry in which Sushi Sushi works is the hospitality industry. The restaurant is
the largest and most reputed sushi restaurant in Australia (Sushisushi.com.au, 2018). The
restaurant has over 120 stores all over the country. The restaurant was first opened in the year
1998 and was the first retail outlet that served sushi in the regions of Victoria. The number of
Australian people that had taken an interest in the product had risen considerably from 36%
to 40% within the time of July 2009 and June 2014 (Sushisushi.com.au 2018). Currently, the
restaurant serves Japanese delicacies all over the country.
Market segmentation
Geographic
Customers within a range of 10 miles from
the retail stores are given free delivery. Other
customers beyond the 10-mile radius need to
pay extra for the delivery cost. This is mainly
because so that Sushi Sushi can increase the
number of customers at a close proximity
from the restaurant. This can help in
increasing the loyalty of the customers and
Sushi Sushi can earn more revenue.
Demographic
The target of the restaurant is people of all
age and gender. The reason for choosing this
is to increase the rate of sushi consuming
people in Australia. The number of people
consuming the product can help the
restaurant to gain more revenue (Liu et al.
2017). This, in turn, can increase the level of
interest among the people. Thus, the fan base
and the loyalty of the customers can increase.
Table 1: Existing segmentation variables
(Source: Created by author)
Behavioural Psychographic

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MARKETING FUNDAMENTALS
This one aspect needs to be improved by the
managers of Sushi Sushi. This is mainly so
that the restaurant can provide money to the
customers that provide value to money. The
loyalty status of the customers can help Sushi
Sushi to become more popular and expand
more than from the 120 outlets in the
country. This can also provide Sushi Sushi
with an understanding of the readiness of the
purchase mentality of the customers.
Customers who prefer to purchase organic
food are referred to in this case (Cross,
Belich and Rudelius 2015). Sushi Sushi
needs to ensure that the lifestyle of the
customers is addressed. The Australian
people maintain fitness and because of this
Sushi Sushi need to ensure that, the people
that they target are provided with the organic
food that can help them to remain healthy
and fit.
Table 2: New market segmentation
(Source: Created by author)
Market targeting and consumer profile
Based on the analysis of the two new segments, it can be said that Sushi Sushi needs
to target the market that prefers consumption of organic food. This is mainly because of the
fact that the people of Australia remain obsessed with a particular brand. This obsession can
get the hopes of the people up in expecting quality food with proper recognition to health.
The authenticity and heritage of the Japanese culture need to be upheld in the food served by
the restaurant. Hence, the target market needs to be the people that are health conscious as
well as prefer to eat quality food. The consumer profile for the sale of Sushi or any other
Japanese dish needs to be the people obsessed with the Japanese culture (Tanner and
Raymond 2015). Thus, this particular target market can help Sushi Sushi to continue with the
production of quality and healthy food items.

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Differentiation and positioning
After the analysis of the new target market, it can be said that Sushi Sushi needs to
ensure that the restaurant undergoes a product and quality differentiation approach. This is
mainly because the restaurant needs to maintain a constant good quality of products
manufactured. This includes changing the manner of cooking the product so that less fat or
any health-effecting ingredient is not used (Armstrong et al. 2015). Thus, a new value
proposition that can be effective for the restaurant includes innovation in the taste of the
products served so that the Japanese culture is maintained along with the introduction of
Australian culture. Therefore, a new positioning statement can be introduced for the
restaurant so that it can appeal to the new target market and ensure that it gains the loyalty of
the customers (Kotler 2015). The positioning statement includes:
"Sushi Sushi provides people of all ages, gender and lifestyle to experience the
authentic taste of Japanese culture at a pocket-friendly price. We eliminate the use of harmful
ingredients while preparing the food".
Thus, based on the positioning statement and the fact that other sushi restaurants are absent
in the market, the market position for Sushi Sushi can be considered as at the top with good
quality product and price.

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Reference
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Cross, J.C., Belich, T.J. and Rudelius, W., 2015. How marketing managers use market
segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing
Science (AMS) Annual Conference (pp. 531-536). Springer, Cham.
Kotler, P., 2015. Framework for marketing management. Pearson Education.
Liu, J., Liao, X., Huang, W. and Liao, X., 2018. Market segmentation: A multiple criteria
approach combining preference analysis and segmentation decision. Omega.
Sushisushi.com.au. 2018. Sushi Sushi. [online] Available at: http://www.sushisushi.com.au/
[Accessed 31 Mar. 2018].
Tanner, J. and Raymond, M., 2015. Principles of marketing. University of Minnesota
Libraries Publishing.