business plan

1.Confidential Agreement

2.Executive Summary

3.Company Description

3.1 Pokémon & The Pokémon Company

3.2 Restaurant name

3.3 Logo

3.4 Mission

3.5 Vision

3.6 Short-term & Long-term Plan

3.7 SMART Goals

3.8 Product & Service

3.9 Legal Status & Ownership

4.Industry Analysis

4.1 SWOT Analysis

5.Market Analysis

5.1 Market analysis & Segmentation

5.2 Target market & Buyer Behavior

5.3 Competitor Analysis

6.Market Plan

6.1 Overall Marketing Strategy

6.2 Positioning

6.3 Unique Selling Point (USP)

6.4 Market mix

6.4.1 Product

6.4.2 Price

6.4.3 Place

6.4.4 Promotion

6.4.5 Process

6.4.6 People

6.4.7 Physical Environment

7.Reference

1.Confidential Agreement

This Confidentiality Agreement ("Agreement") is made and entered into on May 13th 2023 by and between Pokémon theme Restaurant ("Disclosing Party") and the undersigned recipient ("Receiving Party").

The Disclosing Party possesses certain confidential and proprietary information related to the establishment and operation of a Pokémon theme restaurant (anime theme restaurant) focused on anime and manga, including but not limited to business plans, marketing strategies, financial projections, menu concepts, and design plans ("Confidential Information").

The Receiving Party acknowledges that the Confidential Information is proprietary to the Disclosing Party, and that its unauthorized disclosure or use would be harmful to the Disclosing Party's business.

Therefore, in consideration of the Disclosing Party's disclosure of the Confidential Information, the Receiving Party agrees as follows:

Definition of Confidential Information. "Confidential Information" means all information and data disclosed by the Disclosing Party to the Receiving Party, whether in written, oral, or electronic form, which is designated as confidential, or which, under the circumstances surrounding disclosure, ought to be treated as confidential.

Protection of Confidential Information. The Receiving Party agrees to hold the Confidential Information in strict confidence and to protect the Confidential Information from disclosure to any third party. The Receiving Party shall not disclose the Confidential Information to any third party, without the prior written consent of the Disclosing Party.

Use of Confidential Information. The Receiving Party agrees that it will use the Confidential Information only for the purpose of evaluating the feasibility of entering into a business relationship with the Disclosing Party. The Receiving Party shall not use the Confidential Information for any other purpose whatsoever.

Return of Confidential Information. Upon the Disclosing Party's request, the Receiving Party shall promptly return all Confidential Information, including all copies, extracts, and other reproductions, to the Disclosing Party.

Duration of Agreement. This Agreement shall remain in effect for a period of two (2) years from the date hereof, unless otherwise agreed to in writing by the parties.

Remedies. The Receiving Party acknowledges that any breach of this Agreement may cause irreparable harm to the Disclosing Party, for which monetary damages would be an inadequate remedy. Therefore, in addition to any other remedies available at law or in equity, the Disclosing Party shall be entitled to seek injunctive relief against any breach or threatened breach of this Agreement.

Governing Law. This Agreement shall be governed by and construed in accordance with the laws of the state where the Disclosing Party is located.

Entire Agreement. This Agreement constitutes the entire agreement between the parties with respect to the subject matter hereof and supersedes all prior negotiations, understandings, and agreements.

Counterparts. This Agreement may be executed in counterparts, each of which shall be deemed an original, but all of which together shall constitute one and the same instrument.

Binding Effect. This Agreement shall be binding upon and inure to the benefit of the parties hereto and their respective successors and assigns.

2.Executive Summary

...

3.Company Description

3.1 Pokémon & The Pokémon Company

Pokémon is a video game developed by Game Freak 1 and published by Nintendo Company2 . It was first launched in 1996 and has since developed into a cross-media brand, including animation, comics, toys, and trading card games. The main plot of the Pokémon series revolves around the protagonist exploring the fictional world, capturing, training and exchanging various types of Pokémon, and fighting and communicating with other partners. In the end, we will reach the realm of understanding the world, self-growth, and achieving personal goals.

Pokémon is an animation work with a huge virtual world view. The number of different types of Pokémon has exceeded 1,000, and more Pokémon characters will be continuously designed to increase the overall number in the future. Therefore, derivative works based on the theme of Pokémon anime have strong vitality, high fan popularity and potential commercial value.

The Pokémon Company is a Japanese company established in 1998. It was jointly funded by Nintendo, Game Freak and Creatures to manage and promote the Pokémon

1 Game Freak, a Japanese video game company, the first Pokémon video game was created by this company in

1996. Quoted from: https://nintendo.fandom.com/wiki/Game_Freak

2 Nintendo Co., Ltd. is a Japanese multinational video game company, Pokémon series video games were published by this company. Quoted from: https://www.nintendo.com/about/

brand.

In addition to the original video game, The Pokémon Company has developed numerous spinoffs such as the Pokémon card game, the Pokémon animated series, toys, comic books, novels, and more. The company's goal is to expand the influence of the Pokémon brand through these products, and let more people know and love Pokémon.

In general, The Pokémon Company is a company dedicated to managing and promoting the Pokémon brand, satisfying the needs of Pokémon fans by developing various forms of entertainment products.

3.2 Restaurant name

Pokémon restaurant is the name of this theme restaurant.

Pokémon-themed restaurant is a restaurant designed and operated based on the Japanese anime "Pokémon" series. As a popular anime-themed work in the world, the number of fans of Pokémon is large and has a certain spending power and high consumption level.

The designs used in Pokémon restaurants are all related to the image of Pokémon. Because the design of Pokémon is inspired by real-world animals, plants, daily necessities, technological products, myths and legends, etc., so that the Pokémon image can be integrated into the field of restaurant decoration to enhance the customer's appeal and social topicality, thereby enhancing the reputation and brand loyalty of the restaurant.

The style and name of the dishes in the Pokémon restaurant will also match the image design of the Pokémon to create the theme characteristics of the Pokémon restaurant.

So that customers can immerse themselves in the world of Pokémon and enjoy special food with a sense of design. The types of cuisine are mainly Chinese and Japanese, which not only conforms to the cultural atmosphere of the Pokémon-themed source country, but also fits the taste of the consumer market (Qingdao, China). While restoring the Pokémon-themed image, it adapts to the local market demand to the greatest extent.

3.3 Logo

Picture 1: Chef Pikachu (Xiaohongshu, 2023)

The logo of the Pokémon restaurant consists of two parts: Pikachu, which represents the Pokémon image, and the chef's hat, which represents the restaurant. Therefore, having the cute Pikachu wear a chef's hat as the image of a themed restaurant can make customers understand more directly and clearly that this is a Pokémon-themed restaurant, and convey product information directly and efficiently to target customers.

Description:

Pikachu is a cute anime characters in Pokémon images designed by Pokémon

company. Based on electrical and little squirrel, known by anime fans around the world today, and even people who do not know Pokémon are easily attracted to the cute image of the yellow fat squirrel. Wearing a chef's hat on Pikachu's head and appearing on the brand logo as the head chef of the restaurant can increase the attractiveness of the restaurant and the immediacy of publicity.

3.4 Mission

Mission:

The target market is Gen Z in China for anime theme restaurant. To verify the feasibility of opening a anime theme restaurant in Qingdao city.

Details:

The mission of Pokémon restaurant is to provide Pokémon fans and visitors with a fun and surprising dining experience, so that they can enter the Pokémon world while eating, feel real adventure and joy.

Our goal is to create a Pokémon-related atmosphere in the restaurant, including aspects such as decoration, menu design and service, so that customers feel like they are there. Through the launch of Pokémon-related themed dishes and merchandise, we hope that customers can fully feel the charm of the Pokémon brand and enjoy communication and interaction with other Pokémon fans.

Our goal is to create a highly interactive Pokémon-themed restaurant with excellent catering services, as well as a gathering place for Pokémon lovers, providing them with a place to share and communicate together. Our mission is to be an unforgettable and impactful Pokémon-themed restaurant that leaves visitors with fond memories and leaves the restaurant feeling the charm of Pokémon. The mission of Qingdao Pokémon-themed restaurant is to provide Pokémon fans and visitors with a fun and

surprising dining experience, so that they can enter the Pokémon world while eating, feel real adventure and joy.

Our goal is to create a Pokémon-related atmosphere in the restaurant, including aspects such as decoration, menu design and service, so that customers feel like they are there. Through the launch of Pokémon-related themed dishes and merchandise, we hope that customers can fully feel the charm of the Pokémon brand and enjoy communication and interaction with other Pokémon fans.

Our goal is to create a highly interactive Pokémon-themed restaurant with excellent catering services, as well as a gathering place for Pokémon lovers, providing them with a place to share and communicate together. Our mission is to be an unforgettable and impactful Pokémon-themed restaurant that leaves visitors with fond memories and leaves the restaurant feeling the charm of Pokémon.

3.5 Vision

Vision:

Through the process of developing this business plan, to research and analyze the feasibility of opening a anime theme restaurant. The vision of the restaurant is become the most popular restaurant in Qingdao city and expand operation in the other cities in China.

Detail:

The vision of Pokémon Restaurant is to become a highly influential Pokémon themed restaurant that can occupy a place in the catering industry. We hope to attract more Pokémon fans and tourists by providing high-quality dishes and services, and become one of the most popular restaurants in Qingdao.

Our vision is to build Qingdao Pokémon-themed restaurant into a true Pokémon kingdom, including a variety of Pokémon-related merchandise, interactive activities and experiences. We hope that the Pokémon-themed games, devices, toys, etc. provided in the restaurant will be exciting and satisfying for customers.

Our vision is also to build Qingdao Pokémon-themed restaurant into a highly interactive community, providing a platform for Pokémon fans to share and communicate. We hope to be able to host various Pokémon-themed events and gatherings in the restaurant to attract more fans to participate.

In short, our vision is to become a memorable and influential Pokémon-themed restaurant that fully reflects the charm of the Pokémon brand. We hope to provide a fun and surprising dining experience for every customer who visits, as well as a place for Pokémon fans to interact and communicate with other fans.

3.6 Short-term & Long-term Plan

Based the mission and vision of Pokémon Restaurant, the short-term and long-term plan are ways to achieve the final goals of this theme restaurant.

Short-term plan:

1) Pokémon style design and decoration of the restaurant

The restaurant plans to create a Pokémon-related atmosphere through unique design and decoration, and provide customers with a pleasant dining environment. This restaurant aims to integrate Pokémon design elements and images into every corner of the restaurant. Details are the focus of this part of the work. Because for anime lovers, a beautifully designed detail is the basis for immersing yourself in the theme of dining.

2) Pokémon theme menu

Combining the restaurant's menu design with the Pokémon theme, incorporating cute Pokémon images and interesting Pokémon worldview stories into the menu of Pokémon-themed restaurants. Similar to the theme design of the restaurant, the detail design is an important part of the Pokémon theme menu. For example, Pokémon elements can be incorporated into the artistic design of the main menu, so that customers can enter the atmosphere of the Pokémon world more intuitively and at the same time match the theme of the dishes.

3) Staff training

The content of the staff training is related to the basic knowledge of the Pokémon world view and the theme of Pokémon, and the form is similar to that of theme park staff training. Taking the Disney theme park as an example, employees not only need to master basic service skills, but also need to know the basic common sense and details of Disney's virtual world view. Only in this way can the core needs of tourists wanting to immerse themselves in the theme be met. Therefore, while Pokémon Restaurant improves the service level and proficiency of employees through training, it also needs to strengthen employees' understanding of Pokémon-themed knowledge. And finally improve the customer's dining experience, enhance the brand's reputation and user stickiness.

4) Publicity promotion

In terms of publicity, we need to be more inclined to accurately find the target market, such as the community of Pokémon lovers and fans. Carry out publicity activities in the early stage of restaurant business through online and offline simultaneous marketing. Because of the anime nature of Pokémon, the main target customers: anime fans are more likely to get information from the Internet. Therefore, publicity through e-commerce and social media accounts is the main publicity method in the early stage of restaurant operation.

Long-term plan:

1) Sell Pokémon-themed products

The restaurant plans to launch a variety of Pokémon-themed peripheral products, including toys, models, clothing, tableware, etc., so that customers can take home Pokémon souvenirs after experiencing the Pokémon world view atmosphere in the restaurant. Looking back, the main products of Pokémon Company are also selling peripheral products around the image of Pokémon. Attract customers to consume in the restaurant through the theme of Pokémon, attract customers to further develop a sense of identity with the theme of Pokémon through high-quality dining experience and service experience, and finally purchase souvenirs and themed products. This series of consumption chains need to be established through a long-term marketing process in the restaurant.

2) Carry out activities for Pokemon lovers

As a restaurant with popular animation themes, holding activities related to animation fans is also an effective way to attract customers. There are many derivative works of Pokémon animation, among which highly competitive activities such as video game competitions and trading cards can be directly held and promoted regularly as activities of theme restaurants. The restaurant can meet the standard of periodic activities by providing venues and professionals and then promoting it. The launch of special menus and limited dishes on Pokémon-related anniversaries is also a marketing plan that Pokémon restaurants need to do in the long-term operation process. At the same time, the Pokémon fan activities created by the restaurant are also an important part of enhancing the uniqueness of the Pokémon restaurant, such as holding Pokémon-themed cosplay activities, Pokémon nostalgic product exhibitions, Pokémon quizzes and other creative activities . Finally, setting official limited prizes as the attraction of the event will increase the publicity effect and brand popularity.

3) Increase customer stickiness and loyalty

Pokémon Restaurant has a long-term plan to expand the brand influence of

Pokémon-themed restaurants through online and offline channels, including social media, online marketing, and offline advertising, so as to attract more customers to experience the unique Pokémon-themed catering services. The restaurant also plans to expand Pokémon-themed restaurants to other cities, so that more people can experience the unique service with a Pokémon-themed atmosphere. Qingdao is only the location of Pokémon-themed restaurants in the short term. In the long-term plan, Pokémon restaurants have the goal of opening branches in other cities in China.

4) Improve restaurant brand reputation and social popularity

A company's reputation directly determines the company's future development potential and long-term earnings. Word of mouth of a company is related to customer loyalty and satisfaction. High-quality service and satisfying dining experience are direct ways for Pokémon restaurants to gain brand loyalty and customer satisfaction. Therefore, by optimizing the service process, staff training, creative design, etc., customer satisfaction can be improved and repeated consumption will eventually increase the brand loyalty of the store. This also constitutes one of the long-term plans of the restaurant. The improvement of the word-of-mouth of Pokémon restaurant stores has led to the continuous growth of Pokémon's social popularity.

3.7 SMART Goals

Based on the design principles of SMART Goals, Pokémon Restaurant will design and deduce the preparations and operational details before and after the opening . The following is the preliminary plan of the author of this article in order to achieve the ideal income and operation effect of the restaurant, and there may be changes and changes during the implementation process.

1) Within 6 months, complete the theme design and decoration of the restaurant, and create a theme atmosphere corresponding to the Pokémon virtual world view. The

purpose is to provide customers with a high-quality dining environment and a basic sense of theme experience.

2) Within 3 months before the opening, complete the design and development of the Pokémon-themed menu. The design is not limited to the style and presentation of the dishes, but also pay attention to the overall nutritional ratio and ensure that all dishes are in line with food hygiene and safety standards. The design of the menu itself also needs to be completed during this period.

3) Within 2 months before the opening, complete the training and recruitment of employees to ensure that all employees are familiar with Pokémon knowledge and service skills, and provide customers with high-quality services. The design of employee clothing and the overall service process also need to be determined during this period and the overall service blueprint and work instruction manual should be designed.

4) Within the first month after opening, carry out at least 2 Pokémon-themed activities, including Pokémon Day, game competitions, and restaurant-created activities, etc., to attract more Pokémon fans and tourists, reaching The publicity standard in the early days of the restaurant.

5) Within the first 6 months after opening, launch at least 5 kinds of Pokémon-themed products, including toys, stationery, clothing, etc., to enrich customers' choices and increase the revenue of the restaurant. The restaurant has also officially started to operate in the direction of long-term operation. The marketing strategy begins to change and practice from a short-term marketing plan to a long-term marketing plan.

6) Within 12 months after opening, evaluate and understand the competitive environment and service industry development of other urban catering companies, and start planning and market research for business expansion and cooperation. At the

same time, through marketing and social promotion, we will continue to expand the influence of the Pokémon Restaurant brand, and provide more customers with the service experience of Pokémon-themed restaurants.

In summary, these goals are clear, measurable, achievable, relevant and time-sensitive, fully in line with the SMART principle, and can provide a clear blueprint for the restaurant management team to promote Pokémon-themed restaurants. Better plan and achieve end goals.

3.8 Product & Service

As an anime-themed restaurant, Pokémon Restaurant aims to provide target customers with a unique dining atmosphere and dining experience. In addition to specific catering and souvenirs, service should also be one of the important products that theme restaurants provide to customers. This part explains in detail the product design and ideas provided to customers by Pokémon animation-themed restaurants:

First of all, the decoration and design of the restaurant should fully reflect the Pokémon elements. For example, you can hang Pokémon posters on the walls of the restaurant, use Pokémon patterns and colors to decorate the tables and chairs of the restaurant, and display Pokémon peripheral products. Innovative decoration and interior design using the similarity between Pokémon and everyday objects are the design inspirations for the main style of Pokémon Restaurant. This allows customers to feel a strong Pokémon atmosphere, enhancing the fun and appeal of the dining experience.

Secondly, the dishes and drinks of the restaurant should combine Pokémon elements. Various delicacies and desserts can be designed according to the characteristics and image of Pokémon, such as desserts inspired by Pikachu, or burgers themed on

Squirrel Turtle. At the same time, it pays attention to adapting to the tastes of local customers, and launches Pokémon-themed Chinese dishes. This kind of dish design can not only satisfy the preferences of Pokémon fans, but also attract more customers to come to taste.

In addition, the service of the restaurant should also be close to the Pokémon IP. The waiters in the restaurant should wear Pokémon-themed costumes and know some Pokémon-related knowledge and skills, such as being able to introduce customers to various Pokémon peripheral products and provide information about Pokémon. In addition, the restaurant can also carry out some Pokémon-themed activities, such as Pokémon Day, game competitions, etc., to provide customers with more entertainment options and dining experience.

Finally, the restaurant should also provide some peripheral products related to Pokémon. These products can be Pokémon toys, stationery, clothing, etc., which can meet the consumption needs of customers and increase the revenue of the restaurant.

In short, Qingdao Pokémon-themed restaurants should embody the theme of Pokémon in various ways, so as to attract more customers and enhance customers' dining experience and loyalty. At the same time, restaurants should continue to innovate and improve, improve the quality of products and services, so that more people can experience the charm of Pokémon-themed restaurants.

3.9 Legal Status & Ownership

As the legal status and ownership of Pokémon Restaurant, the restaurant itself needs to comply with local operating laws as well as determine the type of business it belongs to. At the same time, it is necessary to obtain official authorization and approval from The Pokémon Company during the operation process.

3 RMB, Official currency of the People's Republic of China. Quoted from:

https://www.xe.com/currency/cny-chinese-yuan-renminbi/

Table 1: Description of the type of ownership in China (Yao, 2023)

According to the Company Law of the People's Republic of China and other relevant laws and regulations, the ownership form of Pokémon restaurants can choose one of several business types in the above table 1.

When selecting the type of enterprise, it is necessary to comprehensively consider according to the actual situation, including registered capital, business scale, business risk, equity structure and tax burden. At the same time, it is also necessary to comply with relevant laws and regulations, such as industrial and commercial law, tax law, labor law, etc., to ensure the legal operation and normal operation of the company in China.

During the actual operation of the Pokémon restaurant, it is necessary to consider how to protect the intellectual property rights of Pokémon, including trademarks, patents and copyrights. In order to avoid infringement of intellectual property rights, Pokémon restaurants should cooperate with Pokémon companies to obtain Pokémon authorization, use Pokémon images to make profits, and obtain the right to change and recreate Pokémon IP. At the same time, it is also necessary to comply with

relevant laws and regulations, such as food safety law, trademark law, labor law, etc., to ensure the legal operation and normal operation of the company in China.

4.Industry Analysis

4.1 SWOT Analysis

SWOT Analysis is an analysis method commonly used in the early stages of developing business plans and business strategies. It is a rehearsal of upcoming business behavior, and a detailed analysis of the company itself and its products from the four perspectives of strengths, weaknesses, opportunities and threats. Through critical thinking, we can intuitively understand the competitive advantages and potential threats in the future operation of the company, and predict in advance to improve the success rate of the company's smooth operation.

Strengths:

1) Unique Theme: Pokémon-themed restaurants are an innovative form of catering, which is currently one of the few Pokémon-themed restaurants in the world that can attract a large number of anime fans, children and families to experience and dine.

2) Abundant products: Pokémon-themed restaurants offer a wide variety of products, including food, beverages, peripheral goods, etc., to meet the needs of different customers. And the virtual world view of the Pokémon anime theme itself is relatively large, and there is a trend of continuous increase in the future, so the number of Pokémon images that the theme restaurant can use to re-innovate is huge, and the number of products can continue to increase.

3) Well-known brand: Pokémon is a world-renowned game and animation brand, with high brand influence and popularity, the brand itself has a large number of target

customers and enthusiasts, theme restaurants for the brand in the creation of a certain degree can attract more customers.

4) Excellent location: Pokémon restaurant is located in Qingdao, Shandong Province, China. Qingdao is a coastal tourist city with high population density and tourist flow, and the location of large-scale stores can bring more customers and business opportunities to Pokémon-themed restaurants.

Weaknesses:

1) High cost: Since Pokémon-themed restaurants need to pay high copyright fees, decoration costs and labor costs, and fixed expenses such as copyright and creation costs are not easy to cut, the operating costs of restaurants are high, and corresponding financial measures need to be taken in advance for follow-up cost control before the start of operation.

2) Competitive pressure: The catering market is highly competitive, requiring competition with other restaurants, as well as competition from Pokémon-related products. Coupled with higher fixed costs, Pokémon restaurants have certain pressure to compete with restaurants of the same level in the catering market. How to use its own advantages to create customer loyalty and brand stickiness will be considered by Pokémon restaurants in the process of operation and timely converted into their own competitive advantages.

3) Restaurant operation is difficult: Pokémon-themed restaurants must not only provide good catering services, but also cooperate with games, anime and other related industries to continuously launch new themed products and services to increase the attractiveness of the restaurant. This results in easy diversification of Pokémon restaurant revenue in the early stages of operation. Therefore, when making short-term and long-term operation plans, it is necessary to clarify the amount of revenue that needs to be completed in each operation cycle, so as to avoid losing the

center of gravity due to too many product categories at the beginning of operation, resulting in the instability of the core customer group.

Opportunities:

1) Development and expansion of the Pokémon brand: As the global influence of the Pokémon brand continues to expand, more consumers are increasingly demanding Pokémon-themed restaurants, providing an opportunity for it to occupy a larger share of the market. The basis of all this is that the Pokémon Company has continued to innovate and promote movies, games, comics, etc. in recent years, providing more marketing and publicity opportunities for Pokémon-themed restaurants.

2) Market demand in developing countries represented by China: With the development of China's economy and the improvement of people's living standards, people's demand for leisure and entertainment and catering consumption is also increasing, and Pokémon-themed restaurants have greater market potential. As a tourist city, Qingdao, the location of the restaurant, attracts a large number of domestic and foreign tourists every year, and Pokémon-themed restaurants can attract more customers through marketing and publicity.

3) Development of new technologies: With the continuous development of new technologies, such as VR and AR, Pokémon-themed restaurants have the opportunity to combine with such new technologies to innovate service ideas, provide a richer and more interesting customer experience, attract more customers, and create potential consumers.

4) Market expansion: In addition to doing business in the Qingdao market, Pokémon-themed restaurants can also consider further expanding the market, such as opening branches in other cities and even other countries. Because Pokémon is a world-renowned brand and IP, if Pokémon restaurants can obtain a mature revenue chain and stable revenue, then this global brand can easily launch the same revenue

model in different countries and regions.

Threats:

1) Pandemic risk: With the global outbreak of the coronavirus pandemic, the restaurant industry has suffered a huge shock, including in the Chinese market. Although the epidemic situation in China has been well controlled, there is still a risk of repeated epidemics and resumption of work and production, which may negatively affect the operation and operation of Pokémon-themed restaurants. Although the world has entered the post-pandemic era, large-scale virus transmission still exists and will continue to threaten the restaurant industry in the future.

2) Legal risks: The establishment of Pokémon-themed restaurants requires authorized cooperation with Pokémon companies, involving legal issues such as copyright and intellectual property rights. Without legal authorization, legal disputes such as copyright infringement may occur, causing damage to corporate image and economic interests. At the same time, the negotiation and pricing of copyright prices is also a potential threat to Pokémon restaurants.

3) Changing consumer preferences: Consumer demand for food and beverage products and services is diverse, and consumer tastes and preferences will change over time. If the Pokémon-themed restaurant cannot adjust and improve its products and services in time, it may lose the favor of customers and affect the business status of the enterprise.

4) Fluctuations in raw material prices: The operation of the catering industry requires a large number of raw materials and ingredients, and fluctuations in raw material prices may affect the cost and profitability of enterprises. If the price of raw materials rises, it may increase the operating costs of the enterprise, resulting in a decrease in the profitability of the enterprise.

5.Market Analysis

5.1 Market analysis & Segmentation

In general, Qingdao is a populous and economically developed city, an important port city on the east coast of China, with rich tourism resources and cultural heritage. With the improvement of people's living standards and the development of tourism, the catering industry has also developed rapidly. In this market environment, Pokémon themed restaurants, as a special theme restaurant, have a unique attraction and competitive advantage. However, the market competition is also fierce, and it is necessary to develop effective market segmentation strategies to meet the needs of consumers and increase market share.

The customers groups are the target market for Pokémon Restaurant, the details of descriptions are in the table that after the market analysis. In the Qingdao market, the target customers of Pokémon-themed restaurants can be divided into three following categories: Pokémon fans, family consumers, tourists.

Table 2: Description of different customer groups from market analysis (Yao, 2023)

Among the above target customer groups, further market segmentation can help Pokémon-themed restaurants better target consumers' needs and behavior habits, and provide an effective basis for subsequent marketing strategies. The market segmentation is divided into different elements: age, interest, income level and geographical location.

Table 3: Description of different market segmentation (Yao, 2023)

Based on the above market segmentation factors, the target customers of the theme restaurant mainly include children, teenagers, young adults interested in Pokémon culture, and tourists. Pokémon restaurants should add a variety of unique Pokémon-themed meals and souvenirs to their long-term operating plans, and provide a variety of games and cultural activities to attract these target customers, increase customer satisfaction and loyalty, create brand reputation, and ultimately achieve a virtuous cycle and sustained profitability.

5.2 Target market & Buyer Behavior

After the above table listing and analysis, the target market of Qingdao Pokémon-themed restaurants is mainly aimed at children, teenagers, young adults interested in Pokémon games and culture, and tourists.

In the target market, children and adolescents are often the main influencers of decisions, while the ultimate executors of decisions are parents or guardians in the family. Therefore, themed restaurants should be aimed at children and teenagers, offering Pokémon-themed meals that suit their tastes and souvenirs that attract their attention. At the same time, theme restaurants should also provide healthy and nutritious meal options that meet the mainstream recommendations of society to meet parents' requirements for children and minors.

For young adults interested in Pokémon games and culture, themed restaurants should offer higher-level Pokémon games and cultural activities, such as Pokémon video games or trading card matches, enthusiast gatherings, Pokémon collection exhibitions, etc. In addition, themed restaurants can also target this market segment by offering more high-end and collectible official souvenirs.

For tourist markets, themed restaurants should attract their attention by offering Pokémon-themed meals and souvenirs with local characteristics. In addition, the theme restaurant can also extend to provide other services in the long-term operation plan, such as providing Qingdao local tourism information, animation culture tourism recommendation services, local specialties, etc., to meet the needs of tourists from other places.

In terms of purchasing behavior, the target customers of themed restaurants are mainly enthusiasts and young people, who usually make a decision after conducting certain research and research in advance, or after discussion in the online enthusiast

community. Therefore, the theme restaurant should provide sufficient information and materials, such as menu, price, activities, souvenirs, etc., so that customers can make a decision that suits them. At the same time, the theme restaurant should also provide a comfortable, clean and hygienic environment to ensure customer satisfaction and word of mouth, and enhance brand loyalty and influence.

5.3 Competitor Analysis

1) Other themed restaurants: There are already some themed restaurants in Qingdao, such as Hello Kitty themed restaurants, Disney-themed restaurants, etc. Most of the overlap between these themed restaurants and the target market of Pokémon restaurants, are also aimed at the child and teen market, offering cute dishes and souvenirs with a certain degree of competitiveness.

2) Restaurants in tourist attractions: There are some famous tourist attractions in Qingdao, such as Zhanqiao, Badaguan, Beach, Laoshan, etc., all of which have restaurants or food streets. These restaurants scattered in tourist attractions or tourist hotspots attract some tourists, and although they are mainly aimed at tourists, not Pokémon fans and players, they still compete with Pokémon restaurants in the non-local tourist market.

3) Fast food restaurants: There are many fast food restaurants in Qingdao, such as KFC, McDonald's, Pizza Hut, etc., and the advantages of these fast food restaurants are fast and convenient and affordable. The meals provided at the same time overlap and resemble the types of food and beverages provided by Pokémon restaurants. However, they don't have the uniqueness and personalized service that Pokémon-themed restaurants have. Based on the analysis of the above competitors, Qingdao Pokémon Restaurant should

emphasize their own uniqueness and personalized service, provide better dishes and more attractive souvenirs to attract target customers.

In addition, restaurants should also focus on customer satisfaction and experience, retain customers by providing better service and environment, and expand customer reputation and influence.

6.Market Plan

6.1 Overall Marketing Strategy

The overall market strategy is the basis for carrying out business activities, and in view of the above market analysis of Pokémon Restaurant, the corresponding market strategy is proposed for marketing and actual operation, and finally achieves the effect of developing advantages and reducing disadvantages.

1) Branding: Promote themed restaurants through online and offline advertising channels, including TV, radio, magazines, newspapers and social media, etc., to increase brand awareness and social popularity.

2) Product promotion: through different methods of store promotion, such as coupons, discount promotions, membership systems, etc., attract more customers, expand sales and target market scope.

3) Offline promotion: In addition to online promotion, Pokémon Restaurant will also actively participate in various exhibitions and activities, such as Pokémon Festival, Comic-Con, etc., to attract more potential customers and improve brand awareness and reputation through exhibitions and activities.

4) Cooperation with Pokémon-related companies: Pokémon Restaurant will also actively seek cooperation with Pokémon-related companies, such as Pokémon game development companies, Pokémon peripheral product companies, etc., to promote Pokémon-themed restaurant and expand their customer base through cooperation.

5) Customer service: Pokémon Restaurant will value customer service and improve customer satisfaction and reputation by continuously improving service quality.

Through the above overall marketing strategy, Pokémon-themed restaurant can obtain good marketing effects and performance in the Qingdao market.

6.2 Positioning

The positioning of the Pokémon-themed restaurant in Qingdao will be an entertaining and casual anime-themed restaurant, aiming to provide customers with a unique dining experience and service, as well as a Pokémon-themed cultural experience.

The target customers of Pokémon Restaurant are young people, families, and Pokémon fans. A variety of menus will be available, including Pokémon-themed meals, desserts, drinks and snacks, as well as entertaining activities such as game competitions, themed exhibitions, Pokémon merchandise sales, etc. We will create the atmosphere of the Pokémon world in the restaurant, such as decorating the restaurant with the image of Pokémon, playing Pokémon music and videos, etc.

Pokémon Restaurant will be positioned in the Qingdao market in the initial operation, mainly operating themed restaurants with unique dining experiences, and selling Pokémon themes to attract young people, families and Pokémon fans. We will provide customers with a satisfying dining experience through high-quality service, rich and diverse menus, and the presentation of Pokémon culture, while constantly introducing

new products and activities to maintain market competitiveness.

6.3 Unique Selling Point (USP)

Unique Selling Point in Qingdao, a Pokémon-themed restaurant, is a restaurant that offers unique dining experiences and services, as well as Pokémon-themed cultural experiences. The restaurant will create a Pokémon-themed restaurant with a variety of Pokémon-themed menus, decorations and interior atmosphere.

The menu will include a variety of Pokémon-themed meals, desserts, drinks and snacks, allowing customers to feel the joy of dining in the Pokémon world. In addition, the restaurant will also provide a variety of Pokémon-themed activities, competitive competitions and exhibitions, bringing customers a full range of Pokémon cultural experience.

In addition, the restaurant will pay attention to service quality and user experience, provide customers with a warm, comfortable and hygienic dining environment, as well as professional and thoughtful service. The staff of the Pokémon restaurant will be professionally trained to ensure that they understand the menu and Pokémon culture and can provide excellent service. The restaurant will also attract more customers and Pokémon fans to our restaurant through digital marketing and social media promotion, increasing brand awareness and market share. These unique selling points will give Pokémon-themed restaurants an edge in the market competition and bring sustained commercial profits.

6.4 Market mix

- Product

Primary product: Pokémon-themed food and beverage, unique service in the theme restaurant

Extended product: Pokémon souvenir sales

Special product: Regular Pokémon esports, trading card tournaments, Pokémon Collection Exhibition and other event of Pokémon theme. - Price The specific pricing of opening a Pokémon-themed restaurant in Qingdao should take into account factors such as cost, competitors, and target markets. Here are some

pricing suggestions for the dishes:

1) Pikachu Burger Combo: Includes a Pikachu Burger, French Fries and Coke. Price: RMB 50.

2) Pokémon Sushi Platter: Includes various Pokémon-shaped sushi, such as Charmander, Squirtle, Bulbaseed, etc. Price: RMB 88.

3) Raichu Fries: French fries are sprinkled with yellow cheese powder, shaped like Raichu. Price: RMB 25.

4) Poke Ball Ice Cream: A Pokémon-themed ice cream ball, eat it quickly to get a surprise gift. Price: RMB 30.

5) Flaming Chicken Wings: Fried crispy chicken wings, brushed with a layer of chili sauce on the surface, shaped like flames. Price: RMB 35. The above menu design and pricing are at the beginning of the business plan and do not represent the specific dishes presented on the final menu. It may be modified in the future according to the actual situation. - Place

Pokémon restaurant in Qingdao need to pay attention to the following points:

People traffic: Choosing to be located in a bustling business district or a densely populated area can attract more customers and tourists. Consider being located in shopping malls, pedestrian streets, etc.

Surrounding environment: Choosing a location with beautiful environment,

convenient transportation and strong business atmosphere can improve brand image and popularity.

Competitors: Choosing an area with relatively few competitors can reduce the pressure of market competition and improve the chances of survival and development of enterprises.

Rental cost: Choosing a location with reasonable rent and low cost can reduce operating costs and improve corporate profitability.

Safety factors: Choosing a location with a good security environment can ensure the safety of employees and customers, and enhance the trust of consumers.

So that Pokémon restaurant will choose the area near the Qingdao main railway

station as the location for the restaurant.

Picture 2: The location of Pokémon Restaurant in Qingdao: Qingdao Railway Station

(Binging Map, 2023)

- Promotion

1) Social media promotion: Publish photos, videos and related information about Pokémon-themed restaurants on public social media platforms such as Weibo, WeChat, and Douyin to attract the attention of target customers. You can set up some

activities, such as forward lottery, punch in and give gifts, etc., to increase exposure and customer engagement.

2) Advertising: Advertisements can be placed in Qingdao's main business districts, amusement parks and other places to increase brand awareness. Promotional ads can also be placed on Qingdao's buses, subways and other means of transportation.

3) Related to tourism: It can cooperate with local tourism agencies, hotels, etc. to provide tourists with discounts, packages, etc., to attract more tourists to come and spend. You can design some special packages for tourists, and give Pokémon-related souvenirs at the same time as purchasing the package to increase customers' willingness to buy.

4) Cooperative promotion: Cooperate with other Pokémon-themed restaurants to promote and organize activities to increase visibility and attractiveness. For example, a "themed restaurant parade" can be held in conjunction with other themed restaurants, and visitors can go to each themed restaurant to check in and collect stamps to get prizes.

4) Word of mouth promotion: You can invite some well-known Internet celebrities or food bloggers to experience, publish reviews or share restaurant photos, videos, etc., to increase brand reputation and exposure.

- Process

The preliminary estimate of the service process of Pokémon Restaurant is as follows: 1) Restaurant reservations: Customers can make reservations by phone, website, or third-party booking platforms. When making a reservation, you will need to provide information such as the customer's name, reservation time, and number of reservations.

2) Dining process: When customers arrive at the restaurant, the waiter introduces the menu to the customer and provides recommendations. Customers can order according to their taste. During the customer's meal, the waiter will keep an eye on the customer's meal and provide necessary services.

3) Checkout process: Customers can ask the waiter for a bill after the meal, and can

choose cash, card, Alipay and other methods to pay.

4) Complaint handling: If the customer is not satisfied with the restaurant's service, he can file a complaint with the waiter. The restaurant will deal with complaints and provide solutions as soon as possible to ensure customer satisfaction.

- People

For employees of Pokémon restaurants, customers tend to serve customers in a unique way during the operation of the restaurant.

1) Train employees to become "Pokémon tour guides": Employees can receive professional training to understand the background, characteristics, types, etc. of Pokémon stories, become Pokémon tour guides, and provide customers with a richer service experience.

2) Provide a variety of services: In addition to the basic ordering service, employees can provide customers with a variety of Pokémon-related services, such as helping customers choose Pokémon-themed gifts, taking photos for customers, teaching Pokémon card games, etc.

3) Interactive service experience: Set up multiple interactive games or activities in the restaurant, employees can guide customers to participate in them, and provide services to customers in games or activities, enhancing the interaction and communication between customers and employees.

4) Establish employee dress standards: Employee dress standards should be consistent with Pokémon themes, for example, employees can wear Pokémon-themed clothes or bring Pokémon-related accessories to create a more distinctive service experience for customers.

5) Encourage employees to show their personality: employees can show their personality and expertise in the service, for example, some employees are good at performance, music, etc., and can provide performance services for customers at specific times to provide customers with unusual experiences.

- Physical Environment

...

7.Reference

The location of Pokémon Restaurant in Qingdao: Qingdao Railway Station,

https://www.bing.com/maps?q=Qingdao+Train+Station&FORM=HDRSC7&cp=36.0 62963%7E120.308291&lvl=15.7&setlang=en

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