Free Essay

Jumbo Seafood

In:

Submitted By andychan77
Words 1240
Pages 5
Introduction
Company Profile Jumbo Group of Restaurants began with Jumbo Seafood, a home-grown seafood restaurant that was established in 1987 and best known for its chilli and black pepper crabs. The Jumbo story soon evolved after years of restaurant management experience and now includes six diverse dining concepts that serve more than 4,000 diners daily. In 2009, we established a Central Kitchen at our corporate headquarters to conduct R&D as well as to achieve better consistency in food quality across our various dining brands. As such, we have been able to innovate and implement a greater variety of cuisine creations to meet our diners' changing tastes and expectations, while continuing to serve quality food at reasonable prices. With a team of dedicated and innovative F&B professionals that has placed gastronomic and service excellence at the heart of all that we do, Jumbo has achieved a number of culinary and service awards over the years.

Current Locations in Singapore

Signature Dishes
JUMBO Chili Crab ( Sri Lankan Crab)

Signature Dishes
Crispy Baby Squids

Fried Prawns with Cereal

Signature Dishes
Deep Fried Red Tilapia with Nonya Sauce

Bamboo Clams with Minced Garlic

MAJOR TYPES OF SECONDARY DATA
EXTERNAL DATA
Online food review websites Radio Relevant online articles on: - customer preferences - seafood supplies - source of seafood Newspaper Articles Radio Magazines Social Media Books TV Commercials

INTERNAL DATA
Company report Company sales report Customer feedback - popular dishes - market trend Staff feedback Supplier’s Feedback Trade Organizations Miscellaneous reports

EXTERNAL DATA: ONLINE REVIEWS

Online food reviews

EXTERNAL DATA: LOCAL RADIO STATIONS

EXTERNAL DATA: Relevant online article
Spring Singapore Interview Articles with CEO of Jumbo Seafood on pricing and customer preferences
Source:http://www.spring.gov.sg/NewsEvents/ITN/2010/Pages/ Jolly-Jumbo-20100208.aspx#.UcqsmNjLdIY

Asia One Business published ST article on Jumbo Seafood tapping on to govt assisted programe to improve services and productivity http://business.asiaone.com/primemovers/taking-jumbo-leap-productivity

EXTERNAL DATA: Newspaper articles
Business Times Lianhe Zao Bao

EXTERNAL DATA: SOCIAL MEDIA

INTERNAL DATA

Feedback (Staff) - Improving skills and language in English and IT - Job loyalty remains high due to Jumbo fast track programme to train low level employees to middle class manager

TYPES OF RELEVANT DATA
Online news Blogs Daily Newspaper Yahoo Entertainment, Google, XinMsn, MSN, Asia One Ladyironchefs, All About Food, Eat Read Live, keropokman.com . Straits Times (Paid) . My Paper (Free) . Business Times(Paid) . TODAY (Free)

Radio

. 93.8FM (English) . 93.3FM (Chinese) . 95.8FM (Chinese)

. 98FM (English) . Class95 (English) . UFM100.3 (Chinese)

Food Magazines

Food & Travel, Her World, Home & Décor, U-Weekly, I-Weekly, 8 Days .Hungrygowhere.com . Chope.com . Open Rice.com . Asiaone.com . OMY.com . Trip Advisors.com

Online Food Review

TYPES OF RELEVANT DATA
Bloggers Review

Source: http://www.ladyironchef.com/2013/01/singapore-top-10-seafood-restaurants/

TYPES OF RELEVANT DATA
Magazines / Food Magazines

TYPES OF RELEVANT DATA
Types of Data
Online news

Where can they be found?
1. 2. 3. 1. 2.
3.

http://www.jumbogroup.sg/news.php http://www.soshiok.com/where_to_eat/soshiok_restaurants http://sg.entertainment.yahoo.com/makanation/ http://www.ladyironchef.com/2007/04/jumbo-seafood-waterfront/ http://allaboutfoodblog.com/jumbo-seafood-restaurant/ http://eatreadlive-foodprint.blogspot.sg/2010/09/jumbo-seafood-waterfront.html

Blogs

Daily Newspaper Radio Food Magazines

Magazine Store, Book Shop, 7 Eleven http://entertainment.xin.msn.com/zh/radio/yes933/ 1. 2. http://www.herworldplus.com/food/updates/food-updates-jumbo-seafood-bringsaward-winning-crab-dishes-your-home http://cosmopolitan.sg/tag/food/

Online Food Review

1. http://www.tripadvisor.com.sg/Restaurant_Review-g294265-d1062685-Reviews2.

Jumbo_Seafood-Singapore.html http://www.hungrygowhere.com/singapore/jumbo_seafood_east_coast_parkway/

Social Media

https://www.facebook.com/JUMBOSeafood Instagram Twitter

SECONDARY DATA FROM DIFFERENT
SOURCES
Online Reviews

Food Blog Writers

SECONDARY DATA FROM DIFFERENT
SOURCES
Newspaper Article Social Media Social Media

Internal Data
Types of Internal Data How can it be used for Jumbo Seafood
1. 2. Company report 3. Company sales report Attracts investors to invest into the brand Understanding the competitor’s strength and weakness and also to seek opportunity and defeat threats towards our brand.(SWOT) Gaging the supply raw material and to understand the flow of logistics upon the process of raw supply from different countries. To have our own employees understand the growth of our organisation as well as the movement or company goal annually. Determine the segmented crowd of customer in different timing of patronizing our brand and to have more staff during peak hours of result shown.

1. 2.

Customer feedback - popular dishes - market trend Staff feedback

To improve on the customer service and also to drive higher revenue and market share for our brand. Retaining staff would be one way to increase morale of the work place and also to decrease expense. Knowing the update on the supply of seafood would benefit the organisation planning for promotions and also to meet the expectation of customers.

Supplier’s Feedback

EXTERNAL DATA
Types of External Data
Social Media

How can it be used for Jumbo Seafood
1. 2. Jumbo Seafood uses Facebook to share new deals, promotions and food creations to increase customer volume for higher revenue. Instagram hashtag of Jumbo Seafood makes people who search for it get to see pictures of the different dishes served in Jumbo.

Online news

News reports of Jumbo Seafood provided by company's up-to-date information to improve its brand identity, awareness & position themselves as the best seafood restaurant in the industry. Jumbo Seafood can make use of blogger posts on food experience in Jumbo seafood to improve customers/dining satisfaction. Advertisement of Jumbo's new promotion/creation will increase customer volume thus increasing sales. Food programmes/talks on air do recommendations or share deals on Jumbo Seafood will lead to more customer volume thus higher revenue. Jumbo Seafood is able to see the different ratings given for their dishes in different food magazine. this enable them to know the consumer's preference. Able to improve on their dishes. Jumbo staffs can make use of all the positive and negative reviews on Jumbo Seafood to improve on their food, promotion and dining experience.

Blogs

Daily Newspaper

Radio

Food Magazines

Online Food Review

DEVELOPMENT OF A MARKETING
PLAN
MARKETING OBJECTIVES (SMART approach) 1. Financial - Revenue growth: To target to increase its revenue by 20% yearly. - Profit margins: Keeping costs low by finding and building relationships with reliable suppliers, designing operations with an eye toward lean efficiency and taking advantage of economies of scale. - Sustainability: To keep its brand alive and sustaining

- Return on investments:

2. Marketing Directions are needed when setting a marketing objectives. Jumbo Seafood can work towards: - Sustaining brand loyalty & customers awareness. - Increasing its sales revenue by entering a new market (overseas), expanding its business (franchising), increase the range of seafood based on market trends and demands. - Enhance its image of being a well-known seafood restaurant. 3. Societal Societal objectives help a business to sustain positive views & change the negative views on a business. For Jumbo Seafood, it can concentrate more on making it a more family place for families gatherings instead of just a place where most tourists would patron. Jumbo seafood can aspire to have positive intention towards the local area, aiming to promote prosperity and develop a strong relationship with the locals in order to co-exist harmoniously.

DEVELOPMENT OF A MARKETING
PLAN

DEVELOPMENT OF A MARKETING PLAN

THANK YOU!
Presentation by: Andy Chan Keith Fong Samuel Low Sandy Ong Goh Wee Ning

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