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Capitalizing on the Increasing Influence of Latin American Cuisine: a Marketing Plan on High Tide Advances in Social Science, Education and Humanities Research, volume 439 Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2019) Capitalizing on the Increasing Influence of Latin American Cuisine: A Marketing Plan on High Tide Lin, Lin-Chin Luis Daniel Cerros Sanjeev Kumar Department of Business Department of Business Department of Business Administration Administration Administration Kun Shan University Kun Shan University Kun Shan University Tainan, Taiwan Tainan, Taiwan Tainan, Taiwan Abstract— It seems like many young entrepreneurs the city of Kaohsiung, Taiwan. The company will capitalize are steering away from the more traditional corporate future, on Taiwan’s growing multicultural society and foreign where opportunities seem to be fewer by the day, and it appears influence,as well and the growing trend of globalization. that cafés and trendy restaurants have exploded in popularity. High Tide expects to build a loyal customer base with its Along with the sudden rise of new, fashionable, cafés and restaurants managed and owned by young adults, there are high quality, authentic Latin American food and cocktail also the more old- fashioned restaurants which offer more offerings,sustainable business practices and values. High traditional cuisine options,Japanese, Italian, French or steak Tide will offer customers a wide variety of authentic Latin houses. The scope of Western restaurants, however, doesn’t American dishes mostly based on Peruvian seafood recipes seem to go past the American or English cuisine. This paper to appeal to the Taiwanese market. evaluates the level of feasibility that a Latin American High Tide will be an owner-operated restaurant in the heart of Southern Taiwan could have,while business, mutually run by Mr. Daniel Cerros and Mr.Javier studying the most important aspects of the Taiwanese food Chicas. High Tide is expected to open its doors in the city of and beverage industry. The motivations that inspired this Kaohsiung, Taiwan.The specific opening date is yet to be research include the fact that over the past few years,Taiwan has become more and more welcoming for Latin American scheduled. The two principle owners are investing immigrants, which seems to have spiked the interest of US$10,000 of their own money into the business and are Taiwanese people in the Latin American culture as a whole. seeking a long-term loan of US$24,993. Taiwan, and the curiosity has sprung to the extent to which The food and beverage industry in Taiwan has seen even the biggest clubs and bars in some cities are organizing an explosive growth in the past decade. In fact, it is one of Latin Parties at least once a month. All in all, proving that the the few industries that has not once reported a negative investment would be feasible according to current market growth in the past ten years. Preliminary market research trends and customer preferences. shows that there is a growing interest in the Latin American Keywords: entrepreneur, entrepreneurship, business culture as a whole, and more specifically in the cuisine. proposal, Taiwan, Latin American Cuisine, food and beverage Tide’s industry in Taiwan, marketing, marketing plan, financial plan High ability to effectively combine several approaches to the food and beverage industry will set it I. INTRODUCTION apart from its competitors. High Tide will provide consumers a convenient and satisfactory dining experience as well as a glimpse of High Tide is a start-up restaurant to be located in the Latin American culture. Furthermore, a knowledgeable Copyright © 2020 The Authors. Published by Atlantis Press SARL. This is an open access article distributed under the CC BY-NC 4.0 license -http://creativecommons.org/licenses/by-nc/4.0/. 478 Advances in Social Science, Education and Humanities Research, volume 439 Advances in Social Science, Education and Humanities Research, volume 439 staff, amazing food offerings and sustainable business after the meal, instead of before, as in the case of a Limited- practices will provide value- added benefits. High Service business model. Tide’s primary market is the casual dining segment. Its Sustainable business practices will be built into the value proposition aims to satisfy the needs and demands High Tide business model and the company will practice of Taiwanese and foreign residents with the experience these values actively. they expect from a casual dining restaurant. Its mission is to provide high quality, Products and Services authentic, ethnic food offerings that promote High Tide will offer a variety of high quality multiculturalism and a sense of community. High Tide’s dishes and drinks that are iconic to Latin American cuisine, marketing strategy aims to connect with consumers on a while borrowing details from other Latin American personal level and communicate its value proposition countries. Variations of the famous Peruvian Cebiche will and brand promise to customers in creative and be a signature item, paired with Pisco Sour, which is a innovative ways. Through community involvement, cocktail considered to be a South American classic. High strategic alliances, a strong online presence and incentive Tide will assure their customers value added benefits to marketing initiatives, High Tide will become known as a distinguish itself from competitors. trusted brand that consumers can identify with. There will be a strong focus on «learning» about the culture in order to create a more sophisticated II. LITERATURE REVIEW environment within the bistro. High Tide’s main product offerings will be Latin High Tide is a start-up business that will offer American dishes mainly based on the seafood products that customers in Taiwan, high quality authentic food and are locally popular. The selection of dishes will include beverages from Latin American Cuisine. The date to start classic Peruvian, Argentinian, Colombian and operations is yet to be scheduled. Chilean appetizers and entrees as well as dishes borrowed The concept of High Tide came about over a from other Latin American countries. discussion Mr. Luis Daniel Cerros and Mr. They both This ease of access has had a very strong influence on know how difficult it is to live away from home, Daniel Latin American cuisine. These are the two most important being in Taiwan for almost four years at the time, and Javier reasons why Mr. Cerros and Mr. Chicas have thought having lived in California and currently working as a chef in that Taiwan would be the perfect place for a Peruvian Denmark. Javier, being such a skilled chef recommended Bistro. Peruvian cuisine since Taiwan already produced seafood, Product Design and the customers are already familiar with it. Knowing this, High Tide will emphasize the They both share a passion for travel, culture and presentation of both the dishes themselves as well as the entrepreneurial spirit. Mr. Cerros and Mr. restaurant altogether. High Tide will offer a complete American countries to adapt the taste to the liking of experience, rather than just food items and therefore the Taiwanese customers. decoration of every element of the Bistro will reflect so.The Interestingly, a couple of Latin American brand and its promise to provide customers will the highest restaurants, including Salvadorian and Peruvian have sprung quality possible will be evident in every dish and cocktail in certain areas of Taipei and they seem to be fairly that leaves the kitchen. Most on items on the menu of High successful until today.People all over Taiwan are used to Tide are based on fresh catch, and as such, seafood will be Latin street food and Mexican restaurants already, but the showcased on display,dishes will showcase the fish, younger segment of the market is ready to try something octopus, squid, or other ingredients that have come fresh new. from the sea as the centerpiece. The company will use a simple casual dining-ethnic restaurant approach. Using this model, customers will pay 479 Advances in Social Science, Education and Humanities Research, volume 439 Advances in Social Science, Education and Humanities Research, volume 439 White usually conveys a positive the Limited Service Eating Places business mode. response, and it is often used to symbolize a successful beginning . The combination of these three colors Market and Industry Analysis represents the image that High Tide wants the customers The reasons why this location was chosen to see and be associated with. Food items will be served include the fact that Kaohsiung is a very in white squared dinnerware, since it is most of the multicultural city, and therefore they might be more times considered to be more sophisticated than regular accepting of new cultures and experiences, in contrast to circled plates. Wooden platters will also be used for other more traditional cities. Other important factors certain elements in the menu, to maintain a classier feel include its population and the fact that Kaohsiung city within the staurant. alone accounts for almost 43% of all the Food and As for the general ambiance, lighting will be Beverage service shops that currently exist in the island important to set the mood inside the Bistro,and of Taiwan, according to the data from National Statistics traditional Latin American music will play in the . background. Music genres will change according to the time and the occasion. The customers will enjoy their lunches and dinners with soft Bossa Nova, and later at night and or weekends, the music will change to more upbeat genres like Merengue, Salsa and Tango. Latin American music and its dancing, being so important and influential to the culture will be exhibited with activities, especially on weekends. Taiwanese and foreign musicians that live in Taiwan and play Latin American genres, will be invited to play in the Bistro frequently. Service The quality and amazing flavors would not be memorable without an unforgettable service to match.
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