The major objective of this thesis is composing a concise, reliable and useful marketing plan for a Phimiso - My Sushi Café.

The necessity of implementing the marketing planning and document a marketing plan with an action program arose when the case company experienced the negative affect of poor concept with misleading message and way too wide expansion of the menu. All of the above lead to outflow of the customers and stagnancy of the company.

The final document covers the traditional marketing plan content, and suggests the renewed concept for the café with a more distinct positioning, shorter menu and more effective market-ing actions towards customers.

The project process is divided between two authors, each of whose is responsible for the corresponding stages of the marketing planning. After the information is gathered, it can be used in relevant parts of the marketing plan.

Authors are using both primary research methods, including an owner interview and customer questionnaire, and observational methods and secondary research sources, such as web-pages, electronic articles, etc.

The timing of conducting this project and writing the thesis is a bit more than one month.

Results of the process is a documented marketing plan with a set objective for a period of one year, presented renewed concept and action program for the six months, composed in order to improve the company’s performance.