¶ … Excutive Summary
Popularizing Sakae Foods
Singapore is a multicultural society where many types of cuisines are available, such as Islamic-Halal, Indian, Chinese, Western, vegetarian and low-calorie meals. In order to attract and retain customers, Sakae will have to develop unique brands and menus that are available nowhere else. In order to be competitive, it will also have to provide a wide variety of foods at reasonable prices to appeal to various demographic groups. Each product has a life cycle of introduction, growth, maturity and decline, which is why the menu will have to be changed every two months, so that customers will not become bored with the same items. New foods will constantly be introduced during each decline phase.
RAW MATERIALS AND SUPPLIERS
Sakae uses only the best quality sushi from highly-rated suppliers and has had relationships with the same ones throughout its 20-year history. Its competent and experienced chefs perform their own tests to maintain quality, and they serve test meals with evaluations and recommendations from customers. To keep its preparation methods secret, the company has also acquired its own suppliers.
FRANCHISES
With franchising, a company can keep down its equity costs and debt risks by selling licenses to semi-independent operators, who commit to maintaining the same levels of quality and service when they sign their contracts. This permits a company to expand with minimal risks and liabilities, and Sakae now has outlets in Singapore, Vietnam, Thailand, the Philippines, Malaysia, China and Indonesia.
ADVERTISING AND PROMOTION
To appeal to middle class consumers, Sakae has created its own website,...
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