22 business case aim the aim of the business is to

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2.2 Business Case Aim The aim of the business is to expand the restaurant chain from Japan to Malaysia and to raise the awareness of water wastage. First and foremost, ICHIRAN wants to introduce the Japanese food culture to Malaysians by opening a branch restaurant in Sunway Velocity. The business would also want to reduce the amount of potential water wastage. According to Martin Flusberg, water wastage has become a culture among the people of Malaysia. From his study, it is stated that the total amount of water wastage in Malaysia is estimated at 3000 gallons to 7000 gallons a day. Out of those gallons, about 2millions gallons of water wastage in a year. However, by following Drona Shee, manager at The Smoke Co’s way in saving water, which means that with proper water management and proper handling of resources water wastage could be avoided. Other than that, ICHIRAN would also want to donate 5% of the total profit per month of our company to charitywater org. which is organized by Charity Global, Inc. 2.3 Business Scope The CSR for this business case supported by having a press conference with charity water org for the announcement to the public of our collaboration. Through the press conference, there will be reporter reporting about our collaboration. News will be spread on newspaper and social media (Instagram & Facebook). A promotional video about the collaboration will be designed by an advertising company. Individuals who like and share the video on any of their social media platform will be rewarded with a glass bottomless green tea on their visit. This could be an effective way to gain awareness from more individuals to save water and understand privileged of having clean water as clean water is limited. Our target market are customers from the age of 24-50. We are targeting people with high income and high purchasing power. We focus on high end customers which have the ability to spend a high price for a bowl of ramen. The price of a bowl would be considerate enough for customers and enough to gain profit for the business. Having our location in Sunway Velocity, consumers that goes there have higher purchasing power than other parts in Malaysia. It is already considered to be a tourist attraction. Therefore, more people from other countries with higher purchasing power can eat in our restaurant. For our marketing campaign, we will focus on digital marketing but for the first year, we will also include guerrilla marketing by having a few teams nearby Sunway Velocity to give out coupons. This will create more effective marketing as people who works nearby Sunway Velocity can head to the restaurant after they receive the coupon. The consumer will only be rewarded with our coupon if they like and share our social media (Instagram & Facebook) on their profile.

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