The Japanese Steakhouse Experience Benihana Essay

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timer Asked: Mar 12th, 2019
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Question Description

  • Instructions
    For this assignment, read Case 1 that is titled “The Japanese Steakhouse Experience,” which can be found on pages 116-117 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions with thorough explanations and well-supported rationales:
    • Thinking about the segmentation process that could utilize demographic, behavioral, geographic, and psychographic criteria, explain how you would segment the market for Benihana. Taking this one step further, apply the segmentation strategies you just examined, and describe the target market(s).
    • Explain the positioning approach used by Benihana.
    • Assuming you are interested in creating a restaurant that would compete with Benihana, describe your restaurant, beginning with the product, the style of the physical restaurant, and the types of marketing communications (specifically the advertisements) that you might utilize to reach the target market.
    • Explain how Benihana and your new restaurant use advertising to enhance the concept of integrated marketing communication (IMC) within the restaurants’ marketing programs. Within your explanation, include a look at the theoretical aspects of IMC.
    • Thinking about the business-to-business (B2B) aspect, explain how Benihana and your new restaurant could use advertising to enhance the concept of IMC within the restaurants’ marketing programs that would be aimed at the B2B market. This might entail marketing to a shopping mall’s management staff in order to be able to open a Benihana in those locations.
    Your response should be a minimum of two, double-spaced pages. References should include your textbook and a minimum of one additional, credible source. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations and be cited per APA guidelines. Make certain to include a title page and a references page.

Tutor Answer

IvyTommy
School: Rice University

Attached.

Running head: THE JAPANESE STEAKHOUSE EXPERIENCE

The Japanese Steakhouse Experience
Institution Affiliation
Date

1

THE JAPANESE STEAKHOUSE EXPERIENCE

2

Introduction
Benihana has over the year gained a competitive advantage among its competitors in the
industry. The success can be attributed to proper marketing and brand positioning. The
segmentation process has aided in the process since the restaurant has been able to reach its target
population.
Segmentation Process
Segmentation is a very crucial process for any business, and this is because it allows the
business to target the audience better. The business can identify the needs as well as the wants of
the customer, and this makes it possible to meet the needs of the customers. One of the central
segmentation of Benihana has to do with the geographic location. The market has been divided by
area. This caters for people who live together and those who have similar needs. The restaurant
uses psychographic segmentation. This is whereby it combines the d...

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