The possibility of implementing Integrated Marketing Communications into the Sticks’n’Sushi restaurant chain

Luka Heberle

Student thesis: Master thesis


The goal of this Master’s thesis is to research the possibility of implementing the integrated marketing communications into the restaurant chain of Sticks’n’Sushi. Due to the theory of the integrated marketing communications of putting the customer first and transform the organization into a customer centric organization, that values communication, both internal as well as external, it created a compatibility between a restaurant chain that wants to be service oriented and the theory in question in the mind of the researcher. It was for this reason thet this Master’s thesis was created. The focus was split between the short-term as well as long-term implications the integrated marketing communications has on an organization in general, as well as the potential it has for the Sticks’n’Sushi. The short-term implications will be focusing on the financial implications of the integrated marketing communication, while the long-term implications will be focusing on brand building. With the recent international expansion of the restaurant chain, and with several future international expansions in plan, a further idea was developed to combine the integrated marketing communications as well as brand building in order to assist the restaurant chain in its international marketing efforts. Five potential problems for the restaurant chain were identified and will be attempted to be overcome and solutions presented while using the integrated marketing communications in associations with other relevant complementary theory. Two interviews were conducted as well as an online survey created, in order to provide the theory with some primary data as well as relevant practical data, in effort to strengthen the theoretical assumptions made in the master’s thesis. The conclusion offers the final assessment for the Sticks’n’Sushi restaurant chain from the researchers point of view, while recognizing the limitations the thesis has faced and thus leaving the possibility of further research open in order to provide a more accurate assessment for the organization.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
Publication date2013
Number of pages93