英国mba论文：High-end Sushi Restaurants in UK

Now the economy are under recovery from the 2008 global recession, the US and European countries now pulling back some manufacturing to their homeland, unemployment rate have been curbed, people are getting busier than before. The dining out become a trend again. Nowadays, life becomes more and more comfortable but people are busier and busier. 现在经济正在从2008年的全球经济衰退复苏，美国和欧洲国家现在正在恢复自己的家园，失业率已经得到遏制，人们比以前更加的忙碌。餐饮再次成为一种趋势。如今，生活变得越来越舒适，但人们越来越忙。现在很多人喜欢聚集在一起在外面吃饭，或有些人经常在饭馆处理自己的吃饭问题。Many people enjoy eating out and treating themselves to dinner at a restaurant every now and then or for some more often. There is always a wide variety of choices to pick from when it comes to where you want to eat and what type of food you want to it.And with expanding of the newly emerge of Asian markets, the globalization have been increased, Asian foods including Sushi are becoming popular in wester countries.  Marketing shows that healthy foods are needed more than before.The Center’s Healthy and Sustainable Food program aims to advance improvements in our food system by providing multiple industries with a common framework for creating a positive impact on human communities and the environment. Obesity is on the rise in many developed and developing countries, including UK. At the same time, the number of people who are vegetarians and the health and organic food markets are growing. Where once these eating trends were regarded as alternative, now they are mainstream.

Culture is the different ways in which people behave, act, or think towards themselves, families, and other people in the society. Cultural environments consist of the influence of religious, family, educational, and social systems within the marketing system. Various features of a culture can create an illusion of similarity. (Rayner Jay, 2002)

The international cultural differences have a profound influences to the economical market. In the international scene, knowing and identifying cultural differences can make a big difference between successful business negotiations and mortifying rejections. International business communication plays a major role in this, as knowing how to communicate through their point of view is a great advantage.

Each country has their own way of saying things, what may not be offending to you may be offending to them. International business communication is all about knowing the important thing that lies behind peoples words in the international arena.

International business communication is communicating across cultures and the first thing you must always put in mind is the basic understanding that one size doesn't fit all. As they say, When in Rome, do as the Romans do. This rule can also between diet and eating habits differences. Denmark, culture can be described through these three aspects of Danish life: Simplicity, politeness, and propriety. A simple life is the essence of the culture of Denmark. Not much weight is given to possessions or high income, and bragging is considered to be quite rude. Eating Habits of Denmark are very optional, they can relax themselves very well when around a desk; While in UK, politeness, reserve, and restraint are admired. The English are courteous, unassuming and abrasive and are very proud of their long and rich history, which is beneficial for the high-end Sushi enter into the UK market. (Zschock Day 2010)

Since the end of 20 century, there show off some Sushi restaurants in UK. To get in the UK market with hight-end Sushi, the following measure can be taken into consideration.

Brand franchise is a suitable ways for newcomers to get into the British market, for direct investment, the newcomers often don't have enough money to support, it's hard for the newcomers to compete against those Sushi restaurant who have been engaging in for a long period,the newcomer also lack of brand reputation to expand the markets. If there consider finding a partner to cooperate the restaurant, there is the risk of other's mistrusting in their ability or their worrying about that the partners take advantage of them. With brand franchise,the newcomer don't have to worry about the market expanding, technology support,etc.what their need to consider are the brand franchise qualification of money and choosing a right location to operate. After the newcomer run the brand franchise restaurant well, he can consider more brand franchise restaurant, or invest his own brand restaurant. 

Choosing a suitable location.

It is important to know the age group, education level, religious beliefs and income groups the restaurant would be catering to. If you are really in the restaurant business to make some money, you need to pin down a demographic and then hunt the location that suit your own situation. 

Taste appeal to the UK people.

For human beings, we rely on a wide variety of different foods in order to maintain good health. We need things like milk and cheese which contain calcium to help us keep strong bones. We need meat with protein and iron for our muscles, and we need fruit and vegetables to help keep our integral organs and eyesight in good shape. Everyone should rely on food health as a source of pure nutrition, but sadly many people in the world today do not. (Kvint Vladimir, 2009)

Diversity food menus.

The life style of UK recently has been changed,pay much more attention to health care, therefor the Japanese food is popular. But there are not much food appeal to local taste. (Messina Ginny, 2010) Sushi serve high-quality, fresh food based on a unique combination of traditional sushi and yakitori sticks from the grill.there is a selection of chicken, pork, beef and vegetable skewers, especially the fish are very fresh to order.

 

 

Jonathan Cribb 2013. Living standards, poverty and inequality in the UK.  Retrieved 4 

Rayner Jay 2002. The sweet and sour revolution. The Observer. Retrieved 2008

Zschock Day 2010. The Essential Guide to the World of Sushi. Page 56.

Kvint Vladimir 2009. The Global Emerging Market: Strategic Management and Economics. Page 254

Messina Ginny 2010. Healthy Vegan Diets .Page 36