Japonais, sushi, maki, Sushi shop, Planet Sushi, Yo! Sushi, Itzu, You Me Sushi, analyse de Porter, analyse Pestel, analyse SWOT
Sushi Shop is a French-based sushi restaurant franchise and delivery service that provides its customers with the highest quality of sushi and other fine contemporary Japanese cuisine dishes.
Established in 1998, this small firm now has 97 locations in Europe, 1 in New York City, and is continually looking to expand into other markets. Whether dining at one of their restaurant locations, picking up an order, opting for their delivery service, Sushi Shop is a leader in the delivery food service. The delivery service is one of its greatest features that sets it apart from other food services and is most emphasized.
Open 7 days a week, Sushi Shop has positioned itself in the quick-food market as a convenient yet fashionable product.
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In 1998 the first Sushi Shop opened in Paris. Today, there are about more than 18 locations within the city of Paris. The company has a total of 98 franchised units throughout Europe, including New York, Italy, France, Germany, Switzerland, Belgium, Luxembourg, and Spain. New stores are continuously opening throughout Europe as the company attempts to reach new target markets. It is a leading player in the food retail services and will soon penetrate the UK market within 2013. When one purchases a franchise, one is essentially purchasing a successful business model. (Scarborough, 2012, p.112) Sushi Shop has proven to be successful in a number of cities throughout Europe and thus should essentially prosper in London.
During the past 14 years, the small firm Sushi Shop has found a niche for Japanese cuisine in the "fast food" market and developed its service to meet the needs to the fast paced and busy urban lifestyle of people who live within European city centres. They offer healthy and trendy food options that are prepared fresh and delivered quickly. Consumers have the option to eat in at one of their restaurant locations, take away, or have the food delivered to them from one of the many delivery distribution kitchens. Currently in the UK market consumers there is a high demand for fast and casual restaurants with 56% of people willing to change where they eat if it is convenient and faster. (Mintel 2011) Also, the convenience of takeaways and offering consumers an eating-out experience is gaining significance. (Mintel 2012)
Every year, Sushi Shop expands its menus with new types of products such as spring rolls, tuna tartar, or goat cheese and sundried tomato maki rolls (...)
[...] Place strategy The restaurant in London will be a location where consumers can come to enjoy the atmosphere and have the luxury of being waited upon. The restaurant will also have a home delivery service that is a key component to our brand. Sushi Shop will be located in a busy area within London that is also located near a residential sector for delivery strategy. Promotion Sushi Shops franchise in London will engage in a large-scale promotional campaign to advertise the opening of the restaurant as well as inform potential customers about its delivery 9 service. [...]
[...] Cultural aspects London is a very international city with many people living here who were born in other countries. As a result, many international dishes and cuisines have been adopted into the daily eating happens of the people living here. Sushi is gaining popularity as a lunchtime alternative to sandwiches.(Mintel 2007) Even large chains such as Prêt-A-Manger offer a small selection of sushi in their many locations, proving sushi has become a standard cuisine in many peoples lives whom live in London. [...]
[...] The density of the city, its international population, and because London is a main centre point within Europe are the some of their reasons for Sushi Shop to open in the UK. Also, the Traditional Stage Model of Internationalization for a small firm explains that in order for a corporation to expand overseas, it should first enter the nearest overseas geographical market. (Deakins and Freel p. 236) This has been the case for Sushi Shop, as it opened new shops gradually in France, Belgium, Luxembourg, etc. [...]
[...] As a small firm, its aim is to provide a high quality product and service while positioning itself strategically in a new foreign market and to remain as brand as a leader in a competitive food retail industry. About the Company Sushi Shop is a French-based sushi restaurant franchise and delivery service that provides its customers with the highest quality of sushi and other fine contemporary Japanese cuisine dishes. Established in 1998, this small firm now has 97 locations in Europe in New York City, and is continually looking to expand into other markets. [...]
[...] Other higher-priced Asian or Japanese sushi restaurants could also become substitute products if customers do not mind spending more money to get a taste of Oriental cuisine The bargaining power of customers: Our project is focused on bringing the French franchise Sushi Shop into the UK market. London is a large metropolitan city that could offer many potential clients because of its international population. Living in fast-pace city life, delivery sushi poses as a convenient 3 service. It is a quick and relatively healthy meal that serves as an alternative to a traditional sit-down restaurant. [...]
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