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Running head: THE JAPANESE STEAKHOUSE EXPERIENCEThe Japanese Steakhouse ExperienceInstitution AffiliationDate1THE JAPANESE STEAKHOUSE EXPERIENCE2IntroductionBenihana has over the year gained a competitive advantage among its competitors in theindustry. The success can be attributed to proper marketing and brand positioning. Thesegmentation process has aided in the process since the restaurant has been able to reach its targetpopulation.Segmentation ProcessSegmentation is a very crucial process for any business, and this is because it allows thebusiness to target the audience better. The business can identify the needs as well as the wants ofthe customer, and this makes it possible to meet the needs of the customers. One of the centralsegmentation of Benihana has to do with the geographic location. The market has been divided byarea. This caters for people who live together and those who have similar needs. The restaurantuses psychographic segmentation. This is whereby it combines the dining experience with fun andentertainment. For instance, the chefs were entertaining, and they had fascinating knives skills;they used fire for entertainment among others. Targeting the middle class as well as the upperclass would work for Benihana. This is because of the ambiance that they provide as well as thepricing of the food.Positioning ApproachThe restaurant used brand positioning and specifically product-benefit- orientatedpositioning. Brand positioning i ...


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