Product Campaign Plan Research Paper Example | Topics and Well Written Essays - 2000 words

Product Campaign Plan - Research Paper Example Over the past two decades, there has been an increased number of Japanese restaurants in the US with the numbers more than doubling and the business environment becoming increasingly competitive. The 2010 Jetro Japanese Restaurants trends have shown that Japanese restaurants in the period 2005 to 2010 have increased by 54.8% (1). Furthermore, Lim (2) in his study acknowledges that increasingly over the past years American customers have come to appreciate Japanese food, and most specifically its famous sushi dishes. Such resign appreciation for the Japanese food and the increasing number of Japanese restaurants implies that Japanese restaurants will have to operate effectively within the growing competitive environment to be profitable. For Miyagi, one of the highly rated Japanese restaurants in Mclean VA, the need to be efficient and competitive in a changing environment is even greater if it is to retain its top spot in the region. Miyagi is a family-owned Japanese restaurant in Mclean VA, with the restaurant having been founded in the late 1980s, according to Lei a waitress in Miyagi, after the family immigrated to the US. The restaurant serves Japanese meals such as sushi, to the widely diverse population in Mclean region. However, based on observation, the ratio of Japanese vs. other residents frequenting the restaurant as compared to the ratio of the Japanese vs. other residents in Mclean VA region is higher. While the population in the region is 38929 residents that have different race backgrounds, Japanese population in the region are 514, presenting only 1.32% of the population and not enough market for the all Japanese restaurants in the region. This, therefore, implies Miyagi needs a campaign strategy that will elevate its prominence in the region as the place to be.