The Japanese Steakhouse Experience
Document Type:Case Study
Subject Area:Marketing
The targeted market consists of people with some disposable income that would have the purchasing power to buy the product. The creation of entertainment around the restaurant together with a fascinating ambiance gets the attention of the target market hence comes in handy as a package to market the product. The positioning approach of Benihana involves the setting up of a unique model across different market segments on a strategy towards winning consumer allegiance and loyalty. Benihana has positioned itself under the Japanese theme with a fantastic Shushi dining experience and staff offering entertainment for the targeted business persons and tourists. A restaurant that competes with Benihana requires the input of a strategy that will rival the customer base. The sharing of messages facilitates the capacity to effectively market a given product across different market segments.
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