Introduction: Company Overview
Mabu Generation is one of the leading Asian restaurants in Canada. It is currently located at First Markham Place, Ontario. This eatery stands out because of its wide range of fast foods. Presently, it serves Taiwanese cuisine. The restaurant also boasts of darkened and high-ceilinged interiors (“The top 5,” n.d.). This fast food outlet has been in operation for less than two years. It is also one of the most admired restaurants providing Asian foods in Ontario. The founders of this restaurant are unknown to the public.
Menu Items
Mabu Generation’s menu items are categorized into these groups: desserts, appetizers and meals, and lunch specials. Lunch specials offers are usually priced at 12.00 US dollars. These include Taiwanese-style pan-fried pork intestine, chicken on rice, fried chicken with ginger or basil, pork chop, sweet potato noodles, and oriental rice noodles. Desserts include a milk pudding, chocolate cream, and Taiwanese egg cake, Matcha cream, raindrop cake, and tiramisu with banana and Oreo (“Appetizers and meals,” n.d.).
These desserts are priced from 7.99 to 15.00 US dollars. Common appetizers include deep-fried tofu (with garlic, satay, or soya sauce), deep-fried squid ball or fish cake, and curry fish balls. These are priced from 8.99 to 11.00 US dollars. From this analysis, it is evident that the prices for different products range from 7 to 16 US dollars.
Target Market
This restaurant focuses on the needs of Asian and Canadian citizens who want to sample Taiwanese cuisine. In order to market itself successfully, the company has created the best environment that resonates with the demands of many Asians. The issue of artistic space is taken seriously since the targeted consumers embrace it. The interior décor is lovely and admirable. The potential customers also enjoy good foods, spices, and desserts (“Appetizers and meals,” n.d.). They also require quality services, customer support, and comfort. These individuals also expect the intended foods and menus to be affordable.
Niche Market Placement
Mabu Generation’s products target Asian consumers. They form their niche market. The focus on this segment reduces the challenge of competition. This is the case because the targeted market cannot be satisfied by the products marketed by mainstream restaurants. In terms of placement, the firm is properly positioned since its offers Taiwanese cuisine. However, the level of competition in this niche market is high. For instance, there are similar businesses providing Asian cuisines such as Yin Ji Chang Fen, Dagu Rice Noodle, Potman Hotpot, and QJD Peking Duck Restaurant (“The top 5,” n.d.). Additionally, large companies that have outlets in Canada (such as Starbucks) compete indirectly in Mabu Generation’s niche market.
Marketing Successes
Mabu Generation has succeeded because of its powerful marketing strategy. The first aspect that supports its model is advertising. This is achieved through the use of social media and the company’s website. Local channels and online newspapers are consulted to inform more people about the available menu items. Promotion is also pursued using free meals or desserts during specific public days (“The top 5,” n.d.).
Public relations (PR) is taken seriously by this restaurant. Timely updates, emails, and proper customer support are some of the strategies used to improve the company’s PR model. Internal marketing revolves around the use of attractive interior décors and spaces. Direct marketing efforts are pursued using billboards, the company’s website, and social media platforms. This strategy makes it possible for the restaurant to achieve its goals.
SWOT Analysis
Strengths
- Mabu Generation has skilled attendants and managers.
- The firm boasts of quality, fast foods, and offerings.
- Its sustainable business model is informed by customers’ changing needs.
- It is strategically located.
- Its interior décor is admirable.
- The sitting space is fun and relaxed.
Weaknesses
- The company is yet to open new outlets.
- Taiwanese cuisine might not meet the needs of every Asian customer.
- Language barrier affects service delivery.
Opportunities
- The region has an increased number of potential customers.
- Many people in Ontario earn a good income.
- The firm can open new stores in surrounding towns and cities (Batinic, 2015).
- It can consider new offerings, drinks, and foods to attract more customers.
Threats
- Mabu Generation’s business model is replicable.
- Giant restaurants such as Starbucks can threaten its performance.
- Many consumers are keen to consume healthy foods (Leung, Xue, & Bai, 2015). This means that fast foods are becoming less admirable to many people.
Synopsis
Mabu Generation has introduced Taiwanese cuisine in Ontario. Its business model is supported using a relaxed environment and interior décor. Customers have a wide range of options such as drinks, desserts, and meals. The company’s pricing strategy is capable of supporting the needs of different consumers. Advertising and promotional goals are achieved using social media, free meals, and billboards. PR is maintained to support the firm’s performance. The level of competition in the market is quite high. The company also faces threats such as a replicable model and the increasing demand for healthy foods. The restaurant must, therefore, reconsider these issues in order to remain competitive.
References
Appetizers and meals. (n.d.). Web.
Batinic, I. (2015). The role and importance of internet marketing in modern hotel industry. Journal of Process Management – New Technologies, International, 3(3), 34-38.
Leung, X. Y., Xue, L., & Bai, B. (2015). Internet marketing research in hospitality and tourism: A review and journal preferences. International Journal of Contemporary Hospitality Management, 27(7), 1556-1572. Web.
The top 5 new Chinese restaurants in Toronto. (n.d.). Web.