“BENIHANA OF TOKYO”

Q.1 what is Benihana selling define this in terms of core product and augmented product?

Ans. Core Product: food and Beverages

Augmented product: atmosphere and hospitality

Q.2 Explain the process design of Benihana?

1. After a group had been seated, the waiters would take the order and bring whatever soup,

salad, & beverages were requested, after which the chef would appear, wheeling his cart with

food items.

2. When he came to table that time he started grill of raw steak, chicken, & shrimps

3. And put directly to the plate of customer for ecstasy.

Q.3 Explain the importance of plant layout in the overall strategy of Benihana?

1. They had given 78% space preferences to front side instead of 70% because they are not much

more use the conventional kitchen as like Americans uses

2. Chef made dishes in front of them as per their specification

3. Benihana was denoted for joy, how? Because chef made everything in front of them due to

which every customer will come next time with their friends for enjoying exotic food in exotic

surrounding that time required more space.

Q.4 what is the target market of Benihana?

Business Person, Tourist visitors

Q.5 what is the marketing philosophy of Benihana?

1. They show whole page advertisement on news paper & Magazine, TV

2. In that they showed that bold size of headline under this they given the information of their

cooking philosophy

3. On that page they showed the Japanese chef how prepared food for them by taking their

view’s and demands.

Q.7 what are the key cost of Benihana?

1. Controllable:-Payroll and management salary

2. Occupation: Rent, Taxes, Interest and depreciation

Q.8 what are the key profit centers of Benihana?

High ambience

Good interior

Hibachi table

Exotic food

Fast operation

Q.9 what is Strategy?

Strategy is the creation of a unique & valuable position involving a different set of activities

Q.10 How to expand Benihana and reason behind of its?

1. Expand their business to UK

Reason:

I. Use local interior where they looking for

II. Joint venture with hotel group which is ventured with advertisement, PR and

sponsorship company