Starting New Business Attractive Yakiniku Restaurant in

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


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


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.


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


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


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)


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)


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


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


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：


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.”


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


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


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


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


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.


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


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


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.


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.


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 (\)


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.


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/

http://www.mapion.co.jp/

http://www.1000ventures.com/

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