Mktg 522 Marketing Plan
| Pepper Lunch: Marketing Plan | Final Draft | | 8/25/2012 |
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1.0 Executive Summary
Pepper Lunch is an affordable DIY fast food steakhouse with more than 200 outlets in Japan and
other Asian countries as wells as in Australia. Pepper Lunch promises a dynamic and fresh
culinary experience for everyone by presenting the novel concept of a sizzling steak. Pepper
Lunch is the new wave of fast food style. Our original iron dish and technology of heating
is sure to generate a revolution in the fast food business in the USA. We are able to provide a
searing steak as fast food items only with this technique. The revolutionary concept is that
although it is fast food, customers can cook their meal by themselves. You can enjoy juicy steak
with a sizzle, at affordable prices. In Japan, Pepper Lunch is one of the fastest growing F&B
franchises. Its quality food and sizzling concept made Pepper Lunch a successful business model
and now they would like to bring this exquisite concept and model to USA.
2.0 Situation Analysis
Pepper Lunch is starting to consider expanding their business in USA. Because the concept is brand new for USA; they believe the more diverse the population, the better success they will have and marketing will play an important role in achieving that.
2.1 Market Summary Pepper Lunch’s international operations are managed by Suntory F&B International,
based in Singapore. They have already successfully expanded the franchise into countries like,
South Korea, China, Taiwan, Malaysia, Australia, Indonesia, Thailand, Singapore, Macau, and
the Philippines. They possess fair amount of information about different types of markets and
understand the customer needs and wants in these different markets.
2.1.1 Market Demographics
The profile for the typical Pegasus customer consists of the following geographic, demographic, and behavior factors:
Geographics
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1.0 Executive Summary
Pepper Lunch is an affordable DIY fast food steakhouse with more than 200 outlets in Japan and
other Asian countries as wells as in Australia. Pepper Lunch promises a dynamic and fresh
culinary experience for everyone by presenting the novel concept of a sizzling steak. Pepper
Lunch is the new wave of fast food style. Our original iron dish and technology of heating
is sure to generate a revolution in the fast food business in the USA. We are able to provide a
searing steak as fast food items only with this technique. The revolutionary concept is that
although it is fast food, customers can cook their meal by themselves. You can enjoy juicy steak
with a sizzle, at affordable prices. In Japan, Pepper Lunch is one of the fastest growing F&B
franchises. Its quality food and sizzling concept made Pepper Lunch a successful business model
and now they would like to bring this exquisite concept and model to USA.
2.0 Situation Analysis
Pepper Lunch is starting to consider expanding their business in USA. Because the concept is brand new for USA; they believe the more diverse the population, the better success they will have and marketing will play an important role in achieving that.
2.1 Market Summary Pepper Lunch’s international operations are managed by Suntory F&B International,
based in Singapore. They have already successfully expanded the franchise into countries like,
South Korea, China, Taiwan, Malaysia, Australia, Indonesia, Thailand, Singapore, Macau, and
the Philippines. They possess fair amount of information about different types of markets and
understand the customer needs and wants in these different markets.
2.1.1 Market Demographics
The profile for the typical Pegasus customer consists of the following geographic, demographic, and behavior factors:
Geographics
References: http://www.pepperlunch.com.sg/about.asp Keller, Philip Kotler and Kevin. Marketing Management, 13th Edition. Pearson Learning Solutions p. 58-61. http://www.pamf.org/teen/health/nutrition/fastfood.html