JAPAN BOAT TAKOYAKI Derek Albee 1 Introduction why

JAPAN BOAT TAKOYAKI Derek Albee

1. Introduction -why Japan Boat? 2. Research questions -our hypothesis 3. Discussion and Result

Why Takoyaki &Japan Boat? • Colonial culture -Japanese culture has been adapted to Taiwanese culture • 1980 s, the lifting of martial law -embrace foreign cultures • Takoyaki -the most frequently seen exotic small food -Japan Boat is the most frequently seen Takoyaki stand.

Hypothesis-Why Japan Boat is a success? • • • Consistent image Cater to Taiwanese’s preference Organized franchise system Advantageous locations Quick business process

Research Questions • What is Takoyaki? • How Japan Boat expand its business? • Does Japan Boat has a consistent image from its brand name to product? • How to make Takoyaki and whether making Takoyaki is easy or not? • How Japan Boat stands pick their locations? • Is this business profitable?

Methodology • Field trip to night markets - 3 cities, 10 night markets • Official website reference

Introduction to Takoyaki • A Japanese snack from Osaka, Japan • tako=octopus yaki=to bake; grill • a kind of fast food and mostly sold on the streets. • 1994, introduced to Taiwan

Japan Boat Business Background • Local Taiwanese brand • 1994, 1 st stand in Feng Chia Night Market, Taichung. • Brand awareness No. 1 • Now has more than 210 stands in Taiwan. • Even expanded itself to Greater Asia & North America.

Consistent image • The pronunciation of “sun” = “Japan” in Chinese • The container is like a boat • Consistent image is rarely seen among Taiwan’s small food retailers.

Flag Store vs. stand 2 -floor space

Takoyaki Business Process A special pan flour octopus + Bonito fish soup batter + + + Red ginger + eggs Green onion Takoyaki + Mayonnaise & dried bonito flakes

Japan Boat’s Business Expansion • Franchisees pay, and Japan Boat offers the necessary equipments, major ingredients and a 1 week training course. • The decision of location must be reviewed by Japan Boat.

• A unit = a town with few residents / a shopping district / a night market in a big city • Japan Boat sends people to oversee franchisees each month

What Japan Boat offers • Assistance in the application of related licenses • Assistance in store management • Assistance in store planning, construction, and interior decoration • Know how • Advertisement and marketing • Profit and cost analysis; risk evaluation • Installation of cookware and equipment • Employee recruitment • Inventory control • Company extension and development

Location Analysis • Feng Chia Night Market , Taichung • Shih Lin Night Market, Taipei

Feng Chia Night Market , Taichung • First stand, 1994 flag store, 2000 • Feng Chia University • 2 -floor space with AC • Employees in uniform • Landmark

Shih Lin Night Market • • • #1 Tourist Night Market MRT Food alley AC steak house At least 4 schools

Location Analysis Feng Chia Shih Lin MRT x Tourist spots Schools Seats AC

Estimated Profits • Basic franchise fees = 205, 000 NTD 30, 000 NTD + 105, 000 NTD (training + equipments) + 70, 000 NTD (contract fees)

Estimated Profits Portions sold /Day Portions Sold /Month Revenue /Month (40$ per po. ) Budget 12 NTD /portion Gross Margin 100 3, 000 120, 000 36, 000 84, 000 NTD 200 6, 000 240, 000 72, 000 168, 000 NTD 300 9, 000 360, 000 108, 000 252, 000 NTD 400 12, 000 480, 000 144, 000 336, 000 NTD 500 15, 000 600, 000 180, 000 420, 000 NTD *2, 000 60, 000 2, 400, 000 720, 000 1, 680, 000 NTD

overview • • Takoyaki Japan Boat Expansion Location Profit

Q&A

End