Industry Report Proposal (Service Industry Project Scheme)

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SIPS 2014 -Report Proposal

Student Name: Jason

ID: r80999

Project Type: Marketing plan

Table of Contents

3Marketing Plan: Izu Sushi


3Product features


3Target market




4Start-up Costs for 2014


4Break-Even Analysis

5Finance Mix

5SIPS 2014 -Report Proposal Feedback

SIPS 2014 -Report Proposal: Marketing Plan (Izu Sushi)


Izu sushi is a Japanese collection of high quality food consisting of soup, salads, desserts and breuvages. Sushi is supplied fresh to stores and supermarkets under refrigerated conditions. The meal has healthy meal alternatives conveniently packaged and prepared fresh daily for customers on a schedule (Burton, 2008).

Product features

The product is made of exciting ingredients liked by many people especially families. The product is nutritive, sweet and contains vital vitamins and proteins for healthy body. The color is appealing and refreshing with awesome appetizers. The food is served in colorful trays liked by many women.

Industry Report Proposal (Service Industry Project Scheme)

Figure 1: Tray of Izu Sushi


Australia Fresh Concepts (AFC) is a producer of fresh sushi and will supply to 10 supermarkets and 25 stores in New South Wales. The company already has 75 employees and will hire 15 refrigerated trucks to supply the inland outlets in Australia. The team of professionals will provide the needed guidance and support to ensure successful distribution business (Lamb et al. 2011).

Target Market

The Sushi target market will be families of one or two children ready for adventure and exploration of other cultures. The income of such families will be AUD$15000 per month. Children aged 7-15 years will be the principal target since they like attractive colors. The family heads will be professionals travelling to various countries and receptive to the Japanese culture. They also live in inner city and visits eateries and fast food joints in the evenings or weekends.


The packaged Sushi will go for between AUD$3 to $6 depending on the category; soup, salads, desserts or breuvages. The pricing strategy will be influenced by the unit cost of ingredients and production costs. The profit margin will be calculated on mark-up (Pietikainen, 2009).


Sushi will be advertized on the Australian Broadcasting corporation (ABC) and Facebook page (Australia Fresh Concepts -AFC). The promotion will run on ABC television for 6 months while Facebook will gauge popularity through Key Performance Indicators (KPI) as number of ‘likes’ and ‘comments’ on the page.


Sushi will be distributed to stores and supermarkets throughout New South Wales. These outlets will have specialized freezers and staff who will answer queries and complaints from customers. The product is supplied straight to these stores hence will be cheaper and safer for consumption (Burton, 2008). It also reaches the consumer while still fresh.

Start-up Costs for 2014


Assets acquisition

Variable costs






40,000 units per month * [email protected]*5 months=$800,000

Break-Even Analysis

August 2014

September 2014

October 2014

November 2014

December 2014

Income streams (AUD$)

Cost (AUD$)

The break-even chart shows that on the third month of October, the company will be operating on the profit region after settling all the debts and operational costs.

Finance Mix

The company (AFC) will finance its operations through owner equity (savings) and a bank loan. Savings available are AUD$450,000 while the bank loan required will be AUD$300,000. The loan is to be repaid within a period of not more than 36 months.

SIPS 2014 -Report Proposal Feedback

Is it clear what type of project is being undertaken?

The project being undertaken is a marketing plan of Isu Zushi which is a Japanese food recipe. The project is being undertaken by Australian Fresh Concepts (AFC) based in New South Wales, Australia. The project is elaborate on the product, price, promotion and advertising strategy as well as distribution. It also outlines the target market, product positioning and segmentation, cost and income expectations.

Is there justification for the format chosen?

The format chosen is systematic and clear to the reader. The language of product description is easy hence making it constructive and presentable. The format has also summarized all the key areas of the marketing plan using few words and values.

Can you see a clear outline or method for completing the project (WHAT WHY WHO WHEN HOW)?

The project has started with a description of the product (what) then the rationale for the choice of this product (why). It also mentions the company to produce and distribute the Sushi product (who). The time span for ensuring a return on investment is provided as six months starting August 2014 (when) and the pricing strategy (how).

Is there evidence the clients’ needs will be met?

The target market will be families of two or three children in love of such delicacies. The product will also be cheaper for average families. They also come in different colorations and shapes which will delight children. The parents as providers and decision makers will be happy that a new product served fresh to their children. Children will be satisfied that their thirst and craving for sushi products will have been accomplished.

Is there evidence the learning outcomes for the unit will be met?

The course outline requires one to be able to provide professional and well-analyzed proposal. This proposal has been able to communicate the marketing needs of the project. It has enabled an analysis and inquiry into profitability of such a venture. Through capital budgeting on break-even analysis, the aspect of problem solving has been fulfilled. The fact that the results reflect uniqueness shows a high degree of working independently as well as working with others to attain a great object, a marketing plan.

Reference list

Burton D 2008, Cross-Cultural Marketing: Theory, Practice and Relevance. Routledge.

Lamb C Hair J & McDaniel C 2011, Essentials of Marketing, Cengage Learning.

Pietikainen PA 2009, Big Fishes Make the Best Sushi: Establishing Incumbent Preemptive Market Leaders as All-Important Catalysts for Rising Stars in Any Economy. PRJID.