A service marketing plan for Hanako Express Japanese Restaurant

• Main Authors: Capina, Alexa Tricia B., Hwang, Hyo Jin, Liwag, Trisha Ysabel V., Reyes, Christine B.
• Format: text
• Language: English
• Published: Animo Repository 2014
• Subjects: Restaurant management > Philippines; Restaurants > Philippines > Marketing; Marketing; Advertising
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18546
• Institution: De La Salle University

Hanako offers a wide selection of general Japanese dishes that is marketed as mouth watering, authentic, and affordable. Established in 2009, Hanako has been aiming to the residential market by its branch locations. Since the new formation and management, the reach has been expanded to young professionals and residential owners who work and live within the vicinity of the 3 branches. They currently have 3 branches located in Moonwalk Paranaque, Dona Soledad Paranaque, and Madison Mandaluyong. Although Hanako has attained a high measure of brand awareness in all three branches (95% for Moonwalk, 98% for Dona Soldedad and 87% for Madison Pioneer), its customer retention rate is significantly low (resulting to retention ratios of 76% for Moonwalk, 78% for Dona Soldedad and 47% for Madison Pioneer), Other than the marketing overview of Hanako, the overall quality of operations has its bottlenecks resulting to identifying the core problem of the operations which is the inconsistent execution of protocols resulting to customer dissatisfaction. These data gathered were validated through store observations, In-depth interviews, and a Usage, Awareness, and Image study that was conducted among the restaurant and area eaters. Given these scenarios, the Service Marketing Plan will be providing operational strategies in order to systemize all operations (from front of house, back of house and administrative). Additionally, a marketing communication program for Hanako will be suggested with the goal of positioning Hanako as a top of mind Japanese restaurant in every community and commercial based areas in the metro. The main objectives include raising awareness and trial, and increasing the sales of the restaurant. A systemized operations manual, advertising programs, pricing program strategies, sales promotions programs and public relations programs are to be executed (with a total of Php 197679.50) in order to achieve these goals. Customer feedback and sales are to be used to monitor and evaluate performances of the proposed strategies.