According to John A. Byrne, strategy is a pattern of the fundamental goals of the walk and planned, the distribution of resources and the organization of interaction with the market, competitors and factor-environmental factors. The core of the strategy is how to survive in a competitive world, how to create a better perception in the minds of consumers, to be different, identify strengths and weaknesses competitors, specializes, to control one simple word in the head, which provide leadership and direction to understand the reality of the market by becoming the first of which became better.
The strategy is divided into blue ocean strategy and red ocean strategy. Blue ocean strategy is the situation where the players of a particular segment have something different and have its own uniqueness, create and maintain an uncontested market space where the competition is irrelevant, and no alternatives from the buyer’s point of view.
Sushi Zanmai is considered to be the example of red ocean strategy. Red Ocean Strategy is a head to head battle where the players of a particular segment compete with each other remaining in the same market space i.e. within the boundaries of the same industry on the principle of ‘competitive advantage’. Its characteristics are including compete in existing market space, beat the competition, focus on existing customers, exploit existing demand, make the value-cost trade-off, align the whole system of a company’s activities with its strategic choice of differentiation or low cost, and opportunities for growth and profit are reduced.
The Japanese culture has influenced the world beyond the shores of Japan. Japan is also famous for its rich tradition in culinary, and Japanese have developed sophisticated and refined cuisine with a variety of traditional Japanese food, including the staples of rice and miso soup, as well as many seafood dishes such as sushi and sashimi.
There are another two main Japanese cuisine restaurants in the market besides Sushi Zanmai, which are Sushi King and Sakae Sushi. Three of them are within the same market space and compete among themselves. Sushi Zanmai provides more than 100 assortments of sushi and 100 varieties of cooked food that are authentically Japanese. They offers new menu almost every other month in order to impress customers. The Sushi King menu is change twice a year to suit the customer needs and wants, and all the menu is create by the Japanese chef. They not only are serving sushi but also wide variety of Japanese. A hit among Japanese food lovers, Sakae Sushi offers 200 varieties of sushi, sashimi and many others. Overall, the food menus offered by the above three Japanese cuisine restaurants are almost the same, including their cooking method, food presentation and food display. Their table mat menu consists of set meals and sushi items.
Sushi Zanmai possesses extensive expertise for raw materials selection and genuine ingredients coupled with original recipes. Cuisines that are authentically Japanese is provided. Sakae Sushi sources ingredients from top suppliers around the world and maintains stringent food safety and hygiene standards to safeguard the highest standards of freshness and quality. This same goes to Sushi King’s quality policy. All of them are focus on serving safe, high quality and affordable Sushi and Japanese dishes to all customers with reasonable price. Besides that, they also aimed to provide healthy but tasty food. For example, Sakae Sushi had been enriched its rice with vitamin E.
As for the outlet decoration, these three Japanese cuisine restaurants share the same feature; the décor is artistic with Japanese style. They prefer the place with festive environment in a nice and comfortable ambience. The uniqueness of picking sushi at leisure from the revolving conveyor belt is one of their attractions to customers. For alternative, the food product is prepared while customers watch at sushi bar or table-side. Sakae Sushi even boasts the first-of-its-kind iPad interactive menu system, allow customers to order their favourite dishes directly from the kitchen while keeping tab on their bill easily. These three restaurants targeted customer is still focus on youth. This is because youth is more willing to take the challenge to try the new food.
Impeccable service is another similar factor shared among these three restaurants. Customers that walk in to any outlet receive enthusiastic greetings in Japanese and are attended to immediately; and as the customers walk out, the employees express their thanks in Japanese with a smile. The front line staffs are trained how to serve the customers. It can be said that these three Japanese cuisine restaurants are having an intense competition in existing market space. Sushi Zanmai is having many outlets in worldwide. Sushi King currently has 62 restaurants nationwide. Sakae Sushi has grown into a global chain of more than 50 outlets throughout Asia.
In order to stand out from others competitors, Sushi Zanmai have to ensure its brand alignment is consistent throughout its brand identity, brand image, brand protection, brand positioning, brand promotion as well as brand distribution to generate higher brand awareness and brand recall. With a consistent brand alignment throughout its brand communication strategy, the target market will be able to relate to the Sushi Zanmai brand better and distinguish it from other brands. This helps the brand establish greater brand memorability among the target market. As a result, Sushi Zanmai will be the top choice of Japanese cuisine in Malaysia.
Cite This Work
To export a reference to this article please select a referencing style below: