SOLOMON ISLANDS NATIONAL UNIVERSITY

FACULTY OF AGRICULTURE, FISHERIES & FORESTRY

DEPARTMENT OF FISHERIES STUDIES

TITLE: PROPOSED MARKETING PLAN FOR JB TUNA

CAFE

NAMES ID NUMBER PROGRA

M
Jimmy Deve 700029851 DFS
Beth M. Mekimo 700030535 BFS

SEMESTER: TWO (2)

YEAR: 2020
COURSE CODE/TITLE: FIS 612 SEAFOOD DISTRIBUTION AND MARKETING
ASSIGNMENT DESCRIPTION: Marketing plan
INSTRUCTOR: Ms Kezyiah Saepioh
DATE OF SUBMISSION: 11/01/2021
DUE –DATE: 12/01/2021
 JB TUNA CAFE
Hibiscus Avenue, Point Cruz, Honiara
Telephone: 27735
Web address: www.jbtunacafe.com.sb

MARKETING PLAN

Figure 1 Proposed design of JB tuna café (Source: Googleimage.com)

PREPARED BY DATE
Ms Beth Marisha Mekimo
11/01/21
Mr Jimmy Deve
EMAIL PHONE
mekimobethmarisha@gmail.com  (677) 7951573 (Beth)
jimmydeve3@gmail.com  (677) 7620203 (Jimmy)

TABLE OF CONTENTS
 TITLE: PROPOSED MARKETING PLAN FOR JB TUNA CAFE
1. Summary................................................................................................................................................................. 1
2. Market Situational Analysis..................................................................................................................................2
2.1 Consumer Demographics.................................................................................................................................2
2.2 Markets Needs..................................................................................................................................................2
2.3 Market Trends..................................................................................................................................................3
3. SWOT Analysis......................................................................................................................................................4
4. Competition............................................................................................................................................................ 4
5. Product offering.....................................................................................................................................................5
6. Market strategy......................................................................................................................................................5
6.1 Marketing objectives........................................................................................................................................5
6.2 Financial objectives..........................................................................................................................................5
6.3 Target markets..................................................................................................................................................6
6.4 Distribution channels........................................................................................................................................6
7. Positioning and promotion....................................................................................................................................7
7.1 Positioning.......................................................................................................................................................7
7.2 Promotion.........................................................................................................................................................7
7.2.1 Online plans..............................................................................................................................................7
7.2.2 Offline Plans.............................................................................................................................................7
7.2.3 In House Plans..........................................................................................................................................8
8. Financial Analysis..................................................................................................................................................8
8.1 Planned Expenses.............................................................................................................................................8
8.2 Break even Analysis (BEA).............................................................................................................................9
9. References.............................................................................................................................................................10
1. SUMMARY

JB Tuna Products enterprises is a 100% locally owned company that specialize in fish and chips alongside other
supplementary products like smoothies, salads, wine, some pastry products and desserts. We will strive to provide
the the best fish and chips in city centre and provide popular beverages embracing the reputation of Solomon
Islands warm smiles and hospitality. We also acommodate the health conscious proportion of the population by
cooking using virgin coconut oil wich contain good antooxidants and prevent artery disease.

An analysis of various competitors is done to identify what competitive edge the competitors have over JB Tuna
Products Enterprise or vice versa. SWOT Analysis is done to get to know more about the market environment.
The current target population for JB Tuna Products Enterprise are Honiara residents, the middle age, age groups
of 17-40 years’ old and not only this age group but the proportion of the whole population whose allergies, health
consciousness or preferences are not addressed by the current fish and chips industry. The elderly population is
the major customer base of our restaurant who would like to enjoy a meal with a glass of wine.

Things we are planning to introduce in this marketing plan include

 Fish and Chips fried with virgin coconut oil and fat base oil
 Low calorie Food Products- local potato and cassava
 Meal deals to improve the customer loyalty
 Loyalty cards for regular customers
 Online/Offline marketing strategies to increase to increase regular customers.
 Give away T- shirts for our regular customers

Figure 2 Give away T-shirts

Figure 2: Give away T-shirts Figure 3: Typical JB tuna cafe products (Dine in Menu)

By implementing this plan we aim at increasing our annual sales by 10% to 20%.

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2. MARKET SITUATIONAL ANALYSIS
2.1 Consumer Demographics

The location of our café is within the Honiara Central Business District(CBD), Honiara, Solomon Islands.
The population of people in and around Honiara is about 30,000 to 100,000 thousand people with the high
ratio of females than males. There is a higher proportion of children and youths and low portion of the total
Honiara population is the adults or working class while the old age is low.
Within the Honiara vicinity, there is a high flux of street marketing in Honiara ranging from street BBQ
products such as chicken, sausages and fish. However, the fast food kitchens in the area sell fish and chips,
soup mince, chicken, beef and other seafood products. The restaurants around Honiara sale expensive Asian
cuisines, which is healthy but not affordable for the rest of the population around Honiara. These expensive
products did not cater or feed the middle class earners with the youths and children of this middle class
earners. most of the fish and chips cafes around Honiara sale their products at a high price which tend to
chase away customers from their cafes or we can say it backfires the restaurants and cafes in terms of their
profit. One of the weakness of the current market is that there is no affordable pricing in relation to the
population distribution in terms of their occupation working or not working and population structure.
Pricing and customer preferences must also be considered because nowadays customers tend to prefer high
nutritional food with cheap price, which tend to help their body rather than destroying it.

2.2 Markets Needs

Based on our market research and observation, there is still a high demand for fish and chips restaurants
within the Central Business District (CBD) at Point Cruz. This is because consumers have different
preferences on the quantity, quality, nutritional benefits, healthy lifestyle preferences (health consciousness)
and vicinity and customer’s conformability in a spacious dine out area.
A proportion of the consumers have strict diets and have allergies to some of the existing markets and prefer
nutritious fish and chips of high quality, quantity and safe in terms of health measures or benefit to the
human body. Alongside the health consciousness, the fish and chips are cooked (fried) using unhealthy
cooking oil (animal fat based) and not plant oil like olive oil, fish oil or virgin coconut oil.
At present the Fish and Chips products produced by other fast food cafes in and around Honiara are sold at
higher prices with low quantity and quality. According to the owner of Jao Sing restaurant owner, their sales
is mainly dominated by local people and those not strict diets because consumers are also looking for ways
to save money for most health benefiting foods and not junk foods. Consumers go for quality and choose
what is nutritionally balanced and to restaurants accessible to their work areas, have big dinning space,
comfortable tables and privacy where friends of friends can meet up and do business talks. Most of the
working class, circle of friends, groups, business people and working class always prefer to eat out in
spacious restaurants with comfortable sitting areas. Some very busy working people however prefer their
lunch being delivered to their work place in healthy packages that still maintain its quality.
In the current market, the pricing is not a problem but the quantity and quality of fish and chips plus the
above factors and attractive and innovative marketing strategies is paramount for a new fish and chips
restaurant and importantly the health aspects.

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2.3 Market Trends

If the demand increases the supply increases and vice versa. The increased demand was triggered by the
good quantity and good quality (crispiness and freshness) with associated benefits. This means that the
supply of fish and chips at the CBD was dependent on the demand and availability of raw materials for the
products and increasing customers. Moreover, general observations foresee fish and chips demand is
dependent on its quality, excellent table services, additional beverages like smoothies, wine, ice-cream and
also desserts and other pastry products being on the menu list. These supplementary being added to the
menu can attract more potential customers to a shop.
Moreover, Honiara is expanding rapidly overtime and increasing number of sales will cater for the rapid
town expansion. On the hand, the current market packaging type in brown paper is not healthy since the
paper deteriorates from the products’ steam and affects the quality of fish and chips for takeaway menu. The
Ministry of Health and Medical Services (MHMS) reported that there is an increasing number of non-
communicable diseases in the country due to unhealthy eating life styles. This drives and increase health
awareness for foods and beverages that provide nourishment, health benefits and good taste and quality.
Nowadays, consumers are seeking healthy eating lifestyles and particularly naturally packed foods implied
benefits of safety and wellness. Trends in healthy and wholesome food focused on nutritional platforms
such as fiber enriched, vitamin fortified, high protein, gluten free and omega-3 enriched.
In addition, most of the restaurants and fast food around town does not have proper hygiene and sanitary
places for their consumers and customers.

3. SWOT ANALYSIS
Table 2.1 shows the SWOT analysis for JB Tuna Products Enterpise.

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 INTERNAL FACTORS
STRENGTHS (+) WEAKNESSES (-)
 Limited start up risk
 Availability of capital  Competitors can offer similar products quickly
 Ability to sell products online  Weather fluctuations (tuna supply)
 High promotion and advertising activities  High electricity and water cost
 Family owned  Chef shortage
 Quality tuna (trusted supplier)  Limited start-up cost
 Use healthy cooking oil

EXTERNAL FACTORS
OPPORTUNITIES (+) THREATS (-)

 Changes on City Council’s bylaws can affect the

 Continued expansion of online sales
 Ability to develop new market outlet
 Ability to venture into seafood products
 Development of wholesale distribution
relationship
business
 Products are already sold by major competitors
 Low catch by offshore fishers affect the
production
 Increase in potato and tuna price can cause
upward pricing.

4. COMPETITION

Competitor analysis is mandatory for any company/organization to survive. Studying the competitors would
help the company understand which ones to target and which ones to stay away from this vital information is
obtained from our market research. For tuna cafe fish and chips we have three major competitors in the field
of fish and chips in Honiara City Centre: Water Lilly fast food café, Amys café, Jao Sing restaurant and Indian
cafe. All these are the similar kind of fast food cafe in and around the Location where JB tuna restaurant will
be established and there are all other substitute products like chicken and chips in restaurants around the area
and other attractive menus that will attract customers.

5. PRODUCT OFFERING

Market offerings are some combination of products, services, information, or experiences offered to a
market to satisfy consumer needs or wants. Creating new products; and developing pricing strategies will
make a product to be competitive in the market. JB Tuna products will offer loyalty cards to loyal customers
so that they receive 10% every time they dine at the restaurant. Some other special services offered at JB
restaurant are; free wine to customers who spend above $300 and free delivery to customers who order
online however, $1.00 is added to the normal price per pack.

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6. MARKET STRATEGY
6.1 Marketing objectives

 To increase sales by 10% each month for the 6 months of establishment.

 Creating merchandise like reusable coffecups and drinking bottles that carries the company’s name.
 Respond positively to customers’ complaints to improve customer service and offer products that suit
consumer preferences.
 Establish agreements with the Solomon Islands government to distribute fish and chips for cabinet
sittings.
 Offer catering services when possible.

6.2 Financial objectives

 To make at least more than 10% profit each week.

 To increase profit by at least by 20% every year.

6.3 Target markets

JB Tuna fast food café fish and chips product will serve different fish and chips recipe to suit the consumers
that have allergies and needs not addressed by existing restaurants/cafes. As mentioned above our pricing suits
the middle class and the upper class society in Honiara city. Our Fish and Chips product will also target
children at the age of 9 years to 17 years and adults from 18 years up to 40 years of age and above who might
just wish to have a glass of wine. The restaurant will be selling highly nutritional fish and chips at a maximum
price of $10 to a minimum of $20 to suit the different demographic classes. Adaption of online marketing
services using Facebook or Instagram and customer delivery services will be free of charge to customers
around Point Cruz to Chinatown and $10 delivery for customers as far as Ranadi. To promote the freshness
and quality of the takeaway products, they will be packed in packaging box because it has a top flap-easy
opening feature, preserve the freshness of the food, attractive packaging that carries the restaurants logo and
also has space for branding and product information.
We will also offer orders for fried tuna caterings for workshops, functions and birthdays. Using fat base oil
and plant base oil (olive oil and virgin coconut oil) will increase consumer choice and also promote healthy

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 eating lifestyles since plant base oils are good antioxidants and vegans are not left out.
JB Tuna products selected fish species for fish and chips is yellowfin tuna. Tuna is rich in high quality protein,
omega 3 fatty acids and selenium and should be considered part of a healthy diet. Omega -3 reduce cholesterol
in human (young & old) arteries improving blood flow, increase anti-inflammatory effect, lowers blood
pressure and imposing lower risk of stroke, heart attacks and clogged arteries.
. The meat of this fish is rich in manganese, zinc, vitamin C, and selenium – the antioxidants that are known as
major boosters of the immune system. The antioxidants fight the free radicals, the by-products of metabolism
on the cellular level, which can cause multiple serious diseases, like cancer.

6.4 Distribution channels

The below diagrams show the current distribution channels of raw materials; frozen tuna and potato for fish
and chips at JB tuna products. Negotiations are still in process for other two suppliers.

7. POSITIONING AND PROMOTION

7.1 Positioning

JB tuna products is located in the Honiara’s Central Business District (CBD) and stands out from other
restaurants because all competitors within this area does not offer fish and chips preferences (vegans fish
and chips and, cassava fish and chips) as well as dine-in option with on floor staff providing table service
and large spacious dining area. The restaurant also provides alcoholic beverages, smoothies and fruit salads,
which our competitors don’t have included in their menus.
For our customers who want to eat in the café they will be given the freedom of choosing between a plate or
a packaging box. Sauce, dip in, toothpick and tissue will be provided free of charge and a restroom for
customers.
Consistent availability of raw materials will be a bonus for the company since we will be engaging with
another two suppliers soon each for tuna and potato to avoid product low sales. Reef fish will also be on
standby as a substitute for tuna when the supply is not profitable.
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7.2 Promotion
The promotions can be classed as ONLINE, OFFLINE & INHOUSE.
7.2.1 Online plans

Promotion will utilize Facebook since about 11.8% of the population are on this media platform (Napoleon
Cat, 2019) since online marketing is required to get potential customers in the middle aged, students, a well
described Facebook page and an active social marketing is what we are looking to introduce more brand
awareness and to communicate the promotion and deals.

7.2.2 Offline Plans

The offline plan includes;

 Board Advertisements: Outside shop mentioning today’s deal and menu of the day.
 Distribute Flyers in city centre
 Radio Advertisements

7.2.3 In House Plans

The current promotion of the restaurant has lunch or dinner deals which include fish and chips meal with a
glass or pint of wine for $50 only. We plan on introducing new offers such as providing complimentary glass
of house wine for every bill over $300. Providing loyalty cards to our regular customers which give them
10% discount over every meal. Free sampling of products for every first and last customers. Lastly family
packages will be included in the menu and will be charged for $120 for a family of 4 plus four serves ice-
cream.

8. FINANCIAL ANALYSIS
8.1 Planned Expenses

EXPENSES AMOUNT TYPE OF COST

Business license $1,200 Fixed
Register of Business $2,000 Fixed
Rental $2,000 Fixed
Furniture $8,000 fixed
Interior Decoration $1,500 Fixed
Total $14,700.00 Fixed cost
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 Solomon Power $1,000 Variable
Solomon Water $500 Variable
First fish and chips $2,000 Variable
production
Transport $200 Variable
Facebook page $200 Variable
1000 flyers $500 Variable
Radio Ads $200 Variable
Promotions/loyalty offer $100 Variable
Wages/salary $6,000 Variable
Others $500
Total $11,200 Variable
TOTAL $25,900.00 (fixed + variable)

8.2 Break even Analysis (BEA)

¿ cost of production
BEA=
Product price−Variable cost
Cost to produce one (1) fish and chips: $300
Cost of one (1) fish and chips: $20
Contribution Margin (CM): Cost of one ( 1 ) fish∧chips−¿Cost to produce one fish and chips
¿ $ 20−$ 15=$ 5
¿ cost of production $ 14,700
BEA= = = 2940.
Product price−cost 5

Therefore to make profit, 2940 fish and chips must be produced.

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9. REFERENCES

Chemmanam, G. (2015). A marketing Plan for Fish and Chips in Dublin. Retrieved from:
https://www.academia.edu/26965377/Marketing_Plan_for_Fish_and_Chips_in_Dublin_2015

Engle, C R., Quagranie, K K., & Dey, M M. (2017). Seafood and Aquaculture Marketing Handbook. John
Wiley & Sons Ltd. Blackwell Publishing Ltd. United Kingdom.

Napolean Cat. (2019) Facebook users in Solomon Islands. Retrieved from:

https://napoleoncat.com/stats/facebook-users-in-solomon_islands/2019/04#