1. BARBEQUE PLAZA COMPANY
THANATCHA JANTANAPONGPUN
1203

2. COMPANY PROFILE
Bar B Q Plaza is a self-cooking Mongolian and Japanese style barbeque restaurant. They focus on the selection of high-quality meats and vegetables where customers can experience self-grilling. Such cooking experience makes dining at Bar B Q Plaza enjoyable and mesmerizing. The meal is also accompanied by specially prepared sauce, which taste just right for grilled food.

3. COMPANY BACKGROUND
Bar B Q Plaza was established in 1987 by Mr. Choopong Choopojcharoen, who applied the long- famous Japanese-style barbecue with his restaurant. Bar B Q Plaza opened its 1st branch at Central Plaza Ladprao, Thailand. Its famous unique grilling experience added by outstanding delicious taste coupled with high- quality meats and vegetables allowed Bar B Q to become increasingly popular and thus allowing the expansion of its branches in alignment with the opening of malls in Thailand.

4. Vision and Mission
BBQ plaza has a vision to expand their restaurant to another country such as Malaysia.
Mission of BBQ plaza is make the customer happiness during their meal.

5. COMPETITOR
Tohkai yakiniku
Miyabi japanese yakiniku
koo-kun

6. TARGET AUDIENCE
The type and image of BBQ plaza is a family business. Then, the main target of BBQ plaza is family. However, every age can afford that.

7. BRAND COMPETITOR ANALYSIS
Tohkai yakCliniku
Miyabi japanese yakiniku
Koo-kun โคขุน
This restaurant is use a buffet strategy and variety of menu to attract the customer. However, the price too high and some group of customer can’t afford it.
This restaurant is use the same strategy with Tokhai but the quality of meat is worst than Tokhai.
This restaurant is directly competitor with BBQ plaza. However, target market of โคขุน is adaut group because they sell an alcohal drink and has some promotion about it.

8. STRATEGIC ORIENTATION
Character marketing
Online marketing
Create a story to increase the value of the brand.

9. MAKETING SURVEY

10. Analyzing
When we look at the result of survey, we can realize that the member card is not the efficiantly way to attract the customer. Fortunately the purpose for member card is making for create a loyal customer. Moreover, the result from “ What is your barbecue restaurant” is obvious go down to our restaurant. So, BBQ plaza is number one in barbecue restaurant market.

11. SWOT ANALYSIS STRENGTH WEAKNESS Individual sauce
Huge group of customer
Easy to afford
It has many competitor
Some customer group can bored with this brand.
OPPORTUNITY
TREATH
We can use social network to be the main of advertising channel.
Use the recomendation from customer for improve the restaurant.
Expand our restaurant in other countries.
Many restaurant try to beat BBQ plaza.
Social network effect.
SWOT ANALYSIS

12. TYPE OF BRAND ASSOCIATION
BRAND PERSONALITY
BBQ plaza try to create an image of their company to be a family restaurant.
BRAND IDENTITY
They have two mascot ( บาบีก้อน, คามะจัง ) and it cause the customer easy to remember it.
They design a pan and it to be one of the symbol of restaurant.
The environment inside of BBQ plaza is make the customer
TYPE OF BRAND ASSOCIATION
Barbecue buffet
A la cart

13. Favorability of brand association
Majority of customer decide to consume other brand because the price and taste.
Buffet strategy can attract the customers.
Strenght of brand association
Quality of meat
Price
Variety of menu
Uniqueness of brand association
Some competitor has a new type of meat and it cause a new taste.
Style of food.