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Graduation Project 1
Starting New Business
Attractive Yakiniku Restaurant in Tamatsukuri
Graduation Project
International Management Course
Osaka Jogakuin College
706030
Haruna Hirose
Supported by Prof. Nagai
Graduation Project 2
Outline
Introduction
Chapter 1. Place and Target Customers
A. Place: Tamatsukuri
General information of Tamatsukuri & Why Tamatsukuri?
B. Target Customers
Chapter 2. Definition for attractive restaurant and Method of research
A. Definition of customer needs
B. Definition of customer satisfaction
C. Questionnaire survey
Chapter 3. Business Plan
A. Marketing 4P’s
B. Concept of my restaurant
C. Specific plan based on the questionnaire
①Place
②Price
③Product
④How to Promote the restaurant
⑤Design of the restaurant/ Store hours / other information of the restaurant
⑥Staff
D. 5-year Business Plan
Chapter 4. Conclusion
Graduation Project 3
Attractive Yakiniku Restaurant in Tamatsukuri
~ making a business plan of restaurant based on a questionnaire ~
Introduction
I consider customer needs and customer satisfaction based on questionnaire survey, and
I would like to simulate to start Yakiniku restaurant that is attractive for main target customer
Osaka Jogakuin College students in Tamatsukuri.
The reason why I choose Yakiniku restaurant for the theme of Graduation Project is that
I have worked at Yakiniku restaurant as a part-time job since I was a university freshman. So I
have a certain level of knowledge about Yakiniku restaurant. If the theme of the graduation
project were a field that I do not know so much, it would be little reality. I would like to make
a reality-based plan, therefore, I chose Yakiniku restaurant as a theme of graduation project.
Then, 4P’s of marketing are known as key set of activities that make up a marketing
program. Accordingly, I make a framework of business plan by putting together questionnaire
and these answers as follows, because questionnaire is effective to know customer needs and
to attain customer satisfaction. To show the effectiveness of questionnaire survey, to be more
persuasive graduation project, I chose Osaka Jogakuin students and practiced questionnaire
survey.
Later in this paper, I assume realistic plan and make 5-year plan. It is necessary to get
money from bank and manage companies. Then, It is important to raise reliability of my
business plan.
In the last chapter, I mention about importance of customer needs and customer
satisfaction and effectiveness of questionnaire with more persuasion again.
Graduation Project 4
Chapter1. Place and Target Customers
A. Place: Tamatsukuri
Tamatsukuri is the area coexisting school zone, business district, and residential district.
They are Osaka Jogakuin, Meisei high school, Josei gakuen, Shimizudani high school as
typical schools in Tamatsukuri. Kyoceramita, Risona bank, Mitsubishi Tokyo UFJ bank, and
Mitsui Sumitomo bank are well known companies in the area, and there are many other large
and small companies. In recent years, condominiums are increasing as well and Tamatsukuri
is now known as one of convenient residential districts. Especially in the west side of
Tamatsukuri station, there are some big groups such as Osaka Jogakuin college, junior college,
Kyoceramita, and some big condominiums as a large confluence. To start a restaurant
business, it is critical to have a sound business base, and I chose Osaka Jogakuin College and
Junior College students as a main customer base, i.e. target customers. Therefore I make one
of big groups Osaka Jogakuin College and Junior College student target.
As mentioned above, Tamatsukuri is the area coexisting school zone, business district,
and residential district. I chose Tamatsukuri area because it is relatively easy for me to
simulate restaurant business where I am familiar with. In addition, there are not so many
restaurants to target female college students when I go to Osaka Jogakuin and around
Tamatsukuri. So there is a need for restaurant for female college students.
B. Target customer
There are various types of restaurants in Tamatsukuri, but there are few restaurants for
college students. I, therefore, start a restaurant business for college students.
There are Shimizudani high school and Josei high school in addition to Osaka Jogakuin.
However, it is unlikely that they can afford the expense of having dinner at restaurant and they
do not have so much free time, so it is hand to expect that they become my restaurant’s
Graduation Project 5
customers. Accordingly, high school students are not my main target customers.
A number of sudents of Osaka Joagakuin College is 622, and Osaka Jogakuin Junior
College is 317, totality to 939 (as of September 1st, 2009).
The target age group and their tastes are alike so that I will be able to make a specific
restaurant for them. College students are able to work part time, and they can afford to have a
dinner and have free time. For that reason, there is a good possibility that they become loyal
customers.
From these characteristics, I decided the main target customers as Osaka Jogakuin
College and Osaka Jogakuin Junior College students.
In addition, 66 school teaching staffs of Osaka Jogakuin College and Junior College (as
of October 29th
, 2009) are also target customers.
Chapter 2. Definition for attractive restaurant and Method of research
A. Definition of Customer Needs
Customer needs is what customers really want. Companies must, first, find out what
they really want. Understanding customer needs will help companies to define new market
opportunities and drive innovation and revenue growth in every aspect of your organization.
If we want to develop new products or services, market research and customer research are
essential. It provides the foundation for effective idea generation. To explore customer needs,
and examine market and competitive trends can ascertain potential needs and wants of each
customer segment. It helps to discover their unrealized needs (2001, Knowing your
customer).
B. Definition of Customer Satisfaction
Customer satisfaction is a measure of how products and services supplied by a
Graduation Project 6
company meet or surpass customer expectation. It is seen as a key performance indicator
within business. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy (p.82, Kotler).
C. Questionnaire survey
Although the target customers are not only Osaka Jogakuin students, here, I have
conducted a questionnaire survey for 51 main target customers Osaka Jogakuin College
students. As mentioned above, research of customer needs is very important. I plan the place
of the restaurant, pricing, contents of menu, atmosphere, and make Yakiniku restaurant based
on the questionnaire survey. Actual questionnaire is provided below.
Question items
01. Place (Best area for having dinner after school)
02. Place (Possible area for having dinner after school)
03. Average Dinner Frequency
04. Specific Locations
05.Specific Restaurant in Tamatsukuri area
06. Dinner Spending (Average cost of dinner)
07. Attractive Features
08. Attractive Features (interior and atmosphere of the restaurant)
09. Average Lunch Frequency
10. Lunch Spending (Average cost of lunch)
11. Lunch menu
12. Comment (Open Question)
Graduation Project 7
Chapter3. Business Plan
A. Marketing 4P’s
4P’s of marketing are the key set of activities that make up a marketing program. It is
made up of four elements, all which start with the letter P (p.61, MBA). Covering all 4P’s will
complete marketing process. Accordingly, my business plan is discussed by putting together
these 4P’s.
B. Concept of my restaurant
The concept of my Yakiniku restaurant is ”Offering the place where make both mind
and body healthy and relax”. Additionally, our basic concept is that customers are most
important. The aim of the restaurant is offering delicious meals and place that customer can
have an amusing conversation for mainly busy students and working women, and what
customers feel happy in mind and body in my restaurant. Basically, the making plan of the
restaurant is based on questionnaire survey, however, if the answers dimidiate, I will adopt the
answer that is closer to the concept.
C. Specific plan based on the questionnaire
I will describe the general framework of restaurant mainly using 4P’s marketing,
though the specific plan is made by using fore mentioned Questionnaire. I made the specific
plan based on these comments and answers as follows.
①Place
“The place is where the customer can purchase the product (retail channel) as well as all
the distribution (wholesale) channels that lead to the point. Recently, companies that are
making use of direct channels such as the Internet are increasing.”(p.61, MBA)
Graduation Project 8
I asked two questions about PLACE: “Where is the best area to have dinner after
school? (Single answer)” and “Where are the possible areas to have dinner after school?
(Multiple answer)”
71% people answered that “ the roadside from Osaka Jogakuin to JR Tamatsukuri
station” is the best area to have dinner on the way from school. In addition, over 90 % people
answered ”the roadside from school to JR and subway Tamtsukuri station” and “5 minutes
walk from school” are possible areas. For both questions, about 50 % answered ”the main
gate side” and ”10 minutes walk” are possible areas. Although ”the main gate side” is possible
area for them, it is not the best area for them. Uehonmachi area and the main gate side are
opposite from school route for most students, therefore, the answer as “ the best area” was
0 %. It would seem that these areas are not very suitable for dinner after school. 6 % answered,
“back alley is attractive”, however, it is only a small number of answers.
Accordingly, when I
start business and target
Osaka Jogakuin College and
Junior College students in
Tamatsukuri area, the roadside
from school to JR
Tamatsukuri station is the
most suitable place that I open
the restaurant as a strategic place.
The red line on the above map is the school route from JR Tamatsukuri station. 8 %
students use subway Tamatsukuri station, and they do not usually use JR Tamatsukuri station.
However, most of them answered “the roadside from school to JR Tamatsukuri station” is
Graduation Project 9
possible area, summarizing these answer, the best area and possible area, almost 100%
answered “the road side to JR Tamatsukuri station is possible area to have a dinner after
school”. So, the selection for the Yakiniku restaurant is on the roadside.
②Price
“Pricing Strategy is based on the actions of competitors as well as a company’s
objectives. For example, if a company is looking to establish a strong market share quickly,
then it will employ a penetration pricing strategy (low initial price leading to higher sales).
Or, if a company wishes to maximize profits in the short-term, it will employ a skimming
pricing strategy (high initial price leading to higher profits).” (p.62, MBA)
~1,000yen
1,000~2,000yen
2,000~3,000yen
3,000~4,000yen
18%
~1,000
37%
1,000~2,000
37%
2,000~3,000
12%
3,000~
4,000
Average cost of dinner
The largest group, each 37%, answered ”2,000~3,000yen” and “1,000~2,000yen” as the
average cost of dinner. The next large group, 18%, answered ”under 1,000yen” and 12%
answered “3,000~4,000yen”. In addition, nobody answered “over 4,000yen” as the average
cost of dinner.
The concept of my restaurant is ”Offering the place where make both mind and body
healthy and relax”. In addition, I would like to place more emphasis on quality of products
than low price. According to the result of questionnaire, it is better to price for average
customers under 2,000yen. However, to price average cost under 2,000yen per person is
Graduation Project 10
difficult in light of the concept of restaurant placing emphasis on goodness of products.
I, therefore, set the price of payment at about 2,500yen per person. As a result of the
questionnaire, the largest group, 84%, answered, “I would like to go, if the products were
good and delicious.” The answer was more common than an answer; ”low price is one of
attractive features”(80%). As discussed in more detail below (③Product, ④Design of the
restaurant), 18% answered that the average price of dinner is under 1,000yen, and the largest
group, 37%, said it is under 2,000yen. So, I will offer some products at low prices, and I
would like to make the restaurant where customers can order just these products without
much constraint. Although it is difficult to set the price just offering yakiniku, the restaurant
offers many side menus such bipimpa, cold noodle, chijimi, and so on. Then, my restaurant
can make products of wide average price of payment per person.
③Product
“Products include the actual physical item as well as other things including the package,
customer service, company reputation and the brand name. Thus, the product actually
represents the total package of benefits obtained by the customer.” (p.60, MBA)
Principally I will reflect the open question answer such “request of menu” and
“attractive products” for making menu of the restaurant. There were various kinds of opinions
especially in the open question answer. Because I cannot accept and reflect all opinions, I will
adopt majority or opinions which are closer to the concept of the restaurant. So that I can
avoid losing a balance and unity of the restaurant.
a. Food Menu
・Meat menu:
Graduation Project 11
There were many answers that “ it is nice to be able to eat various parts of meat and rare
part of meat which we cannot eat at other yakiniku restaurants. Therefore, I will set smaller
portion of meat than common yakiniku restaurants so that customers can enjoy eating various
kinds of meat and dishes. When customers come to the restaurant as small-group such two
people, they will be able to enjoy a variety of dishes. In addition, many people answered,
“Inexpensive price is attractive”, however, at the same time more people answered, ”Taste is
important.” and “The quality is more important than the quantity.” I, therefore, will offer good
quality products with nice cost performance.
・Sauce, Spice:
The restaurant assorts various kinds of sauce, condiments and spices. Customers can
have a refill of minced Welsh onion as a condiment for free. Because many people
answered, ”I want to enjoy variety of taste changes.” I will assort many kinds of sauce and
condiments in addition to assorting various parts of meat.
・Side Menu:
There were so many opinions that “I want you to add healthy vegetable dishes to the
menu.” Thus, I will offer salad and mixed vegetables, and some vegetable-based menu.
There were answers such ”I do not like Yakiniku so much.” and “I seldom go to
Yakiniku restaurant.” Additionally, these people have different reasons; people who do not
like meat much, people who avoid eating greasy foods, or people who avoid eating meat for
being on a diet. Most of them think that they want to try to go the restaurant if it offers various
kinds of side dishes and it does not matter if they do not eat meat so much.
Most people who avoid going to Yakiniku restaurants seem to feel ”Yakiniku
restaurants that offer beef mainly is not so attractive for me, because beef is heavy.”
Graduation Project 12
Following these comments, though my restaurant is a yakiniku restaurant theoretically, I do
not put every effort to just meat, and I put as much effort into side menu as in the meat menu,
so, people who avoid going to yakiniku restaurants would accept my Yakiniku restaurant.
As previously mentioned (②Price), I offer Korean cuisine such as cold noodle (reimen),
chijimi, and topokki, and then I make menu that customers are able to enjoy their meal
without eating meat.
・Limited products:
Some people said, “Special limited products making the most of characteristics of the
region like Naniwa traditional vegetables are attractive features of the restaurant.” I will offer
dishes with foodstuff typical of the region of Osaka or Tamatsukuri. Although, yakiniku tends
to be considered as a meal that does not have sense of the season, I will make limited-time
vegetable menus and offer different rare parts of meat in given weeks. Then, my restaurant’s
food menu takes on freshness all the time.
・Dessert:
According to the results of the questionnaire survey, there is a considerable opinion
about the need for “enrichment of dessert menu”. For this reason, I put a great deal of effort in
dessert menu as or more than meat and side menu. Common yakiniku restaurants have just
several kinds of ice creams, or some of them do not have any dessert menu at all.
My restaurant will have always over five kinds of dessert menu ready. Then, I will add
seasonal dessert menu as the other food menu. It is considered essential that the restaurant
enriches dessert menu and offer luscious dessert to get young female target customers.
b. Drink Menu
Graduation Project 13
There are many opinions about the need for “enrichment of drink menu” as the need for
dessert menu. So, my restaurant assorts many kinds of drinks like ume liqueur, cocktail for the
target customer, i.e. young women. In addition, some customers do not like alcohol and some
customers are under 20 years old, then they cannot drink alcohol. Therefore, I assort a variety
of soft drink and non-alcohol drink. I will add Korean yuzu tea and coffee to the menu for
customers for after supper.
④How to Promote the restaurant
“Promotion is the process of communicating information about the product to the
customer. The goal of the promotion is to increase awareness of the product and create
interest in purchasing it. An effective, integrated communications strategy includes elements
of advertising, sales promotion, public relations and personal selling.” (p.62, MBA)
・Signboard:
There were answers by people who did not often eat yakiniku or people and who did
not like yakiniku, “it is easy to enter the restaurant if the restaurant shows that it has many
side menus except meat in front of the restaurant”. Therefore, I show the menu and prices
using the signboard in front of the restaurant. I make a situation that people who do not like
yakiniku can enter the restaurant with no concern.
・Word of mouth:
According to the answer of open question, there was an opinion ”I would like to go if
my friends recommend the restaurant.” Word of mouth plays a large part in advertising effects
because of school settings and restaurants being near the college. As I will mention in detail
later, many people answered, “ I want to go if the restaurant provide service such ”discount
Graduation Project 14
for Osaka Jogakuin students”, ”student discount”, and discount coupon.” When I provide the
service such ”Osaka Jogakuin students discount”, my restaurant will be expected to be a hot
restaurant by word of mouth.
In addition, it is considered that I recruit Osaka Jogakuin students as part time workers,
and then it will help to attract more customers, other students, staff and teachers. And it is also
considered that they use the restaurant as large groups such as seminar members and circle
members.
・Birthday cake・Celebration of anniversary :
I mentioned about enrichment of dessert menu before. In addition to this, my restaurant
provides special decorated cakes and service of singing birthday song like for customers’
birthday and special anniversary. Because some people answered, “Decorated cakes and
customized order service, and surprise service are attractive.” “When we celebrate friends’
birthdays or anniversaries, we would love to use these services.”
・Discount service:
Many people answered, “I want to go to the restaurant if it offers a student discount.” In
addition, I received many opinions that “Specific discount service and coupon such ”discount
for Osaka Jogakuin students” are better than discount for general public.” I promote the use of
the restaurant by handouting advertisement leaflets on school route and advertising on sign.
・Event:
There are some events such the Star Festival, Halloween and Christmas at Osaka
Jogakuin. My restaurant will hold annual events and services in time for these events. When I
asked about exterior and interior, four percent answered, “I like the restaurant having
Graduation Project 15
extraordinary space such another dimension.” It is difficult to provide the space basically,
because people either like this type of space or do not like it. However, I decorate interior and
exterior of the restaurant at annual events, and make customers enjoyable.
・All-you-can-eat-and-drink
51% answered, “I would like to go if the restaurant has all-you-can-eat or
all-you-can-drink system.” In addition, some people said that the cost is under 3,000yen per
person including all-you-can-eat-and-drink. It is difficult to offer meal as
all-you-can-eat-and-drink under 3,000yen per person, not reduce quality of meal and service.
To cope with such needs, we have to make another menu plan which differs from the
restaurant concept. My restaurant, therefore, does not have all-you-can-eat system. However,
as for dink about all-you-can-drink, drinks do not change their quality because of the system.
And then, introducing the system reduces the staffs’ workload. Therefore, my restaurant
introduces all-you-can-drink system.
A successful marketing mix (4P) is centered on the needs of the target market.
In addition to these four elements, I will mention about two points based on
questionnaire.
⑤Design of the restaurant/ store hours/ other information of the restaurant
Customer Needs
Product
Promotion
Place
Price
Graduation Project 16
Capacity of the Yakiniku restaurant is maximum 30 people. Because it is the first
business for me and if the first business were too big, the fund and personnel management are
much more difficult. So, I start business at not too big a restaurant.
・Design of the restaurant:
I asked about interior and atmosphere of the restaurant (multiple question). The largest
group, 87%, answered, “It is very attractive that the restaurant having atmosphere that
customers can take their time to speak with their friends.”
In addition, according to the result of questionnaire about seats of the restaurant, over
50% answered, “private dining rooms and rooms with horigotatsu are attractive.” Therefore, I
prepare private dining rooms and horigotatsu room as design of the restaurant. At the same
time, some people have an opinion “I want to use the restaurants at some events such
job-well-done party of circle and friends’ birthday party in larger groups. Therefore, I make
partitions that are easy to take off between private dining rooms.
As for lightning, opinion was nearly evenly divided whether dim lightning and chic
atmosphere or bright lightning and refreshing atmosphere. Many college students on the way
from school may look over their handouts and textbooks between eating meals. Therefore, my
restaurant has bright lightning and refreshing atmosphere. In addition, I will try to make the
restaurant what has tranquil atmosphere and refreshing impression for matching the concept
of my restaurant.
・Store hours:
I fix the store hours from Monday to Saturday and regular closing day on Sunday and
holidays, because Osaka Jogakuin College and Osaka Jogakuin Junior College are open from
Monday to Saturday, and they are basically closed on Sundays and holidays.
Graduation Project 17
I set the store hours from 16:00~22:00. There are many students from other prefectures,
so it seems that they cannot stay late around Tamatsukuri area. Actually, according to the
survey, 10% students avoid having dinner in Tamatsukuri area, because they are worried
about the time and departure time of the train, so they cannot enjoy their dinner time well.
The reason why my restaurant opens a little earlier time from 16:00, most classes of
Osaka Jogakuin are at two hours intervals, many students leave school after 6th
period (16:00)
and after 8th period (18:00). Therefore, my restaurant opens from 16:00, although opening
time is a little early for dinner.
About Lunch time
・Lunch menu:
Many students use cafe at the college or convenience stores near the college for lunch,
then the largest group, 32 %, answered, “I seldom or never go out for lunch.” The next large
group, 26 %, answered, “once a month” as eating out frequency for lunch. As compared with
dinner, it is clear that many Osaka Jogakuin students do not go out for lunch so much. There
are few students who finish their classes in the morning and go back home, and it is difficult
to go out for lunch in 40 minutes lunch break. In addition, many students feel that meat dishes
like yakiniku or beef curry are heavy for lunch.
Therefore, I think it is difficult to target Osaka Jogakuin students at lunchtime. So, my
restaurant does not open at lunchtime. On trial basis, I may offer vegetable-oriented lunch not
meat-oriented lunch.
・Box lunch:
I considered another way to sell lunch such takeout “Yakiniku box lunch”, however, it
seems to be difficult to succeed in lunch business to target Osaka Jogakuin students. When
Graduation Project 18
they have classes in the afternoon, it would appear that there are few people who go to
restaurant and buy box lunch. Additionally, cafe and restaurant at Osaka Jogakuin also have
lunch set menu, curry, noodles, and so on, and their prices are reasonable. It is unwise to
compete against cafe and restaurant at Osaka Jogakuin. Therefore, I do not open at lunchtime
and do not sell box lunch.
・Other Information:
According to the result of questionnaire, 31% answered, “Fashionable exterior and
interior is one of attractive features.” Only 4% answered, full-blown Korean style yakiniku
restaurants using like clay charcoal stove (shichirin) are attractive. In addition, Tsuruhashi
where it is famous for Korean Yakiniku is near Tamatsukuri area. Therefore, it is difficult that
my yakiniku restaurant aims Korean style yakiniku restaurant like Tsuruhashi area and will be
difficult to differentiate from them. Then, I aim to make fashionable yakiniku restaurant
seemingly not yakiniku restaurant. According to the results of the open question, some people
answered, “Pretty restaurant is nice.” and “Beautiful restaurant is attractive.” Therefore, I
make the restaurant having feminine atmosphere.
According to the answer of open question, many people answered three points; “The
restaurant are always kept clean.” “The restaurant makes a quite a difference between where
people can and cannot smoke.” and “The restaurant has ventilation system and it prevents the
smell of smoke from customers’ clothes.” So, it seems that customers put emphasis on the
cleanness of restaurant. Therefore, I put effort into cleaning and separation of smoking areas,
and then I make space where customers are able to enjoy meals. Additionally, my restaurant
will set extractor fans under grills not over tables, because in the latter case, it is difficult to
talk with friends sitting down across the table.
There is an opinion such “It is very good that the restaurant keeps the toilets in a clean
Graduation Project 19
condition, and there are amenities (abura tori gami, cotton swab, mouthwash) in the toilets.” It
is an important point to target young women, so, I provide amenities in the toilets, and keep
toilets clean.
⑥Staff
45% answered, ”Good attitude toward taking care of customers is one of attractive
factors.” Many people answered in open question “Staffs’ affability to customers and high
quality customer service are important.” Therefore, employee training is very important for
making an attractive restaurant. I will put effort to training and support for staffs not only the
outside of the restaurant but also. Additionally, there were 25% requests for staffs’ appearance.
They answered, ”If nice looking guy staffs work at the restaurant, I want to go.” Therefore, I
will employ nice looking guys who Osaka Jogakuin students seem to like as waiters.
Graduation Project 20
D. Profit Estimate
So far I have discussed the framework or design of restaurant. I now turn on attention to
financial aspect, profit/ (loss) estimate. First, it is said to be wise to keep the proportion
devoted to personnel expenses to 25-30% of total sales (p.142, successful restaurant )。
Gross margin ratio is also advised to be 70-80% range. In order to maintain the product
quality, I will assume higher cost, thus gross margin of 70%.
Also, initial investment is assumed to be Yen 5million. Not counting the selvage value,
annual depreciation expense is estimated to be Yen 1million.
There is no school during summer, winter, and spring vacation periods. Osaka Jogakuin
students’ annual holidays are 131days (summer vacation: 52days, winter vacation: 18days,
spring vacation: 61days). 26 Sundays and holidays of regular closing days are included in the
131days. Though my restaurant has 288 business days, most Osaka Jogauin students do not
go to school in 105 days out of 288 business days a year.
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It is necessary to borrow 5 million yen as initial investment. It is assumed annual
interest expense is 5%. Then, it is assumed to pay a debt in full in the early 5th
year.
As a result, my restaurant will be able to get 2 million yen cash on hand at the end of 5th
year.
This is reasonable as a financial plan.
The goal of 1st year is to achieve 90%-of desired number of customers. Although it is
ambitious, it is reasonable because I took in customer needs closely. I set contingency at 5%
which is not too much for same reason. The balance gets into the black from 2nd
year. Then, it
incurs a tax from 2nd
year.
Full-year PL Year 1 Year 2 Year 3 Year 4 Year 5 Total 5 years% of achievement 100% 90% 95% 100% 100% 100%
Sales 21,600,000 19,440,000 20,520,000 21,600,000 21,600,000 21,600,000 104,760,000Cost of Goods Sold 21,599,999 19,439,999 20,519,999 21,599,999 21,599,999 21,599,999 104,759,997Gross Profit 15,120,000 13,608,000 14,364,000 15,120,000 15,120,000 15,120,000 73,332,000
Gross Profit Ratio 70.0% 70.0% 70.0% 70.0% 70.0% 70.0% 70.0%
Salary: owner 3,600,000 3,600,000 3,600,000 3,600,000 3,600,000 3,600,000 18,000,000Salary: chef 3,600,000 3,600,000 3,600,000 3,600,000 3,600,000 3,600,000 18,000,000Wage: part-timers 2,937,600 2,937,600 2,937,600 2,937,600 2,937,600 2,937,600 14,688,000Rent expense 1,200,000 1,200,000 1,200,000 1,200,000 1,200,000 1,200,000 6,000,000Utilities expense 720,000 720,000 720,000 720,000 720,000 720,000 3,600,000Depreciation expense 1,000,000 1,000,000 1,000,000 1,000,000 1,000,000 1,000,000 5,000,000Contingency Expense 652,880 652,880 652,880 652,880 652,880 652,880 3,264,400Total Operating Expense 13,710,480 13,710,480 13,710,480 13,710,480 13,710,480 13,710,480 68,552,400Operating Profit 1,409,520 -102,480 653,520 1,409,520 1,409,520 1,409,520 4,779,600Interest expense 250,000 250,000 250,000 250,000 1,000,000
Income Before tax 1,409,520 -352,480 403,520 1,159,520 1,159,520 1,409,520 3,779,600IBT % of sales 6.5% -1.8% 2.0% 5.4% 5.4% 6.5% 3.6%
Corporate tax 563,808 20,416 463,808 463,808 563,808 1,511,840Local Tax 140,952 5,104 115,952 115,952 140,952 377,960
Net Income 704,760 -352,480 378,000 579,760 579,760 704,760 1,889,800
Net Income % of sales 3.3% -1.8% 1.8% 2.7% 2.7% 3.3% 1.8%
on-hand Cash: beginning Borrowing 5,000,000 -5,000,000Investment -5,000,000Net Income -352,480 378,000 579,760 579,760 704,760
Depreciation 1,000,000 1,000,000 1,000,000 1,000,000 1,000,000on-hand Cash: ending 647,520 2,025,520 3,605,280 5,185,040 1,889,800
Yakin iku Restaurant 5-year Plan (\)
Graduation Project 22
Chapter4. Conclusion
Target customers are same sex, same generation, and same college students. However,
their needs are not always same. Then, I realized difficulty grasping real customer needs.
Although needs is what target customers want, we tend to be missed into thinking that needs
is what ourselves want (p.138, Kuchikomi).
One of the most important things is to know customer needs and to attain customer
satisfaction. Then, questionnaire is very effective instrument to provide attractive products
and service for customers and attain customer satisfaction. Actually, I realized many ideas and
opinions by using questionnaire survey.
In addition, I incorporate young women’s opinions and simulate to make my restaurant,
so, automatically my restaurant would become attractive restaurant for working women
around Tamatsukuri.
Therefore, my restaurant is able to attract women customers spontaneously not only
main target customer, Osaka Jogakuin students. For this reason, it is not so influential in the
sales, even Osaka Jogakuin students do not come to Tamatsukuri area because of long
vacation such summer vacation and spring vacation.
Finally, genuine customer needs is expressed in negative opinions, for example, “I do
not go to yakiniku restaurant because I do not like yakiniku so much.” and so on. I think that
is a thing it takes care of success listening to these negative opinions and reflecting on
products and service. Questionnaire survey is extremely effective to make attractive
restaurants, and it is considered that reflecting the answers of questionnaire in making
products and services generate high customer satisfaction.
Graduation Project 23
References
Fujii Masatsugu. Sheehan, R. (2002). Learning MBA Basics in English. Tokyo: Nippon Hoso
Shuppan Kyokai.
Ibuki Taku. (1993). Kuchikomi Marketing. Tokyo: Asuka Shuppan Sha
Kotler, Philip; Keller, Kevin Lane. (2008). Kotler Keller Marketing Management: A
Framework for Marketing Management third edition. Tokyo: Pearson Education.
Mapion. (2009). Retreaved October 15, 2009, from http://www.mapion.co.jp/
Ten3 Business e-Coach. (2001). Retreaved December 14, 2009, from
http://www.1000ventures.com/