Leung Sin Ka 11311595D

Yu Siu Kwan 11309352D

Chio Chi Hang 11292204D

Tse Wai Tsz 11560531D

Clara EY Kim 11581460D

HTM 2121TOURISM AND HOSPITALITY MARKETING

Western Bakery cafe

FOYER CAFÉ

Content PageTarget customer analysis

Business concept

Marketing Mix Sales Forecast

Expense Forecast

People

Process

Physical Environment

Implementation Milestone

Marketing Control

Target Customer Analysis

Students

Undergraduates

Young working adults around Tsim Sha Tsui

East

Business Concept• Location : Tsim Sha Tsui East, Cameron Road.

Business Concept• Operation hours:• From Monday to Thursday• ( 12nn – 9pm)

• From Friday to Sunday• ( 12nn – 11pm)

Business Concept•Mission:

•We are the second homes to our customers

Business ConceptOur products: • - Low fat• - Sugar free• - Non dairy • - Nutritious

• All products are available both take-away and dine-in

Business ConceptOur style and atmosphere: • - Home feeling• - Comfortable setting

(second storey)

e.g. sofa, couch, chaise longue ,etc.

Special service:• - Customer can reheat

their

food themselves

Marketing Mix - ProductOur menu …

• Emphasize healthy eating

& healthy living

• Offer new menu items

monthly

• Friendly & quick

customer service

Marketing Mix - Pricing• Price our products at the low end of price for fresh

goods

• We will competitively priced lower than our competitors

Marketing Mix - Place• located at Tsim Sha Tsui East, Cameron Road which near The Hong Kong Polytechnic University, Secondary Schools, Shopping Centre and Commercial Buildings.

Marketing Mix - PromotionPre-opening

•Opening party•Free tasting

Word-of-mouth

•Establish booth in PolyU•Membership

Website and Web communications

•Create a website

People

Maximum : 3-5 employees

- enhance sense of “home-

feeling”

Full-time employees:

middle-aged

- respond to the HKSAR’s

Employment Programme for

the Middle – aged Scheme

Process

• Provides customers sense of

home – feeling

• Take -away : self -service

• Dining: half self- service

- reheat their bakery items in the

provided microwave themselves;

- issued with an electronic device

when purchasing beverage

Physical Environment• The café is separated into two

parts:

• One includes sofas and one-man-

tea-tables only (inner corner of

the café area)

• can be turned into a mini-party

place

• Another one consists of tables

and chairs sets(available to

move)

Implementation milestoneMilestones

 Start Date End Date Budget Who is

responsible?How to evaluate?

Advertising (quarter page on a teenage magazine)

(1) 5 days before the official opening (2) first day of the month

(1) 1 day after official opening(2) Seventh day of the month

HKD 6,188/time

Manager of Foyer café

The number of visitor present with the advertisement.

Trade Show at The Hong Kong Polytechnic University

First day of school reopen

A week after school reopen

~ HKD 20,000 Manager and staff of Foyer café

The number bread sold and membership application.

Buy one get one free promotion

First day of official opening

1 week after official opening

~HKD 10,000 Staff The number of sales during that time period

Theme Promotion - Festival promotion (Chinese New year, Christmas Day, Easter Day etc.)

Two weeks before any significant festivals

2 days after the festivals

~ HKD 20,000/festival

Manager and Chef

The numbers of season items sold.

Introduction of new products

First day of every month

Last day of the month ~HKD 5,000/month

Chef The popularity of new products

Marketing Control• Aims to respond and address emerging problems.

Sales volume

Resources cost

Market Share

Marketing Control – Sales VolumeStandard (not fall below 83.3% sales)

• 1st Quarter: $ 25,000

• 2nd Quarter: $ 74,900

Strategies

•We will issue Coupons and incentives

•We will survey our customers for improvements

Sales forecast

Sep Oct

Nov Dec Jan

Feb

Mar Ap

rMay

June Ju

lyAu

g0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

Take – away service Dine – in service

Expense Forecast

Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug0

5,000

10,000

15,000

20,000

25,000

Magazine Advertisements(HKD) Festival promotion(HKD)Flyers – 200 pieces(HKD)

Marketing Control – Resources costStandard• Maximum %: 30% of Sales

Strategy• establish electronic system

- strict monitoring• calculate the costs of products(review it monthly)• establish network with supplier• switch to other comparable supplier when total costs

exceed the standard

- supplier with the most significant increases in costs: change first

Marketing Control – Market shareStandard• Share of mind:• - 1st Yr : 10%• - 2nd Yr: 11%• - 3rd Yr: 12%• Until up to 20% (within 10 Yrs)

Strategy

• Continue to differentiate ourselves:offering great tasting, healthy food with low cost , high service• Regular marketing survey – understand the change in customers’ demand and wants

Consistent increase: 1% / Yr

THANK YOU