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DESSERT ICON
HTM2121TOURISM & HOSPITALITY MARKETING
MARKETING PLAN
Group DChau Yuen Ching, Pinky
11324653DChu Sing Lung, Michael
11248792DWong Wai Yin, Roy 11090628D
Yiu Ka Yee, Artemis 11083736D
1. Business Concept2. External Environment analysis:
Opportunity and Threats3. Target Market4. Positioning and Marketing Mix (4P)5. Implementation milestone6. Marketing Budget7. Marketing Controls
Presentation Flow
To promote healthy eating habit
Business Concept
Hong Kong Style Dessert
Mission
To provide a place for relaxing and gathering
Business Concept
Resources
Employees
- Provide quality customer service
- Finish food production by cooperating with their colleagues
- Trainings will be provided
Owners
- Is also managers- Manage a team- Enhance the morale of
staff- Minimize turnover rate- Control budget- Design menu - Launch promotion
Objectives
Break even after 6-month operation
Gain 5% return on investment after 1 year
Business Concept
Micro-environment
Supplier
Existing Competitors
Marketing Intermediarie
s
Publics
Customers
Opportunity Threat
External environmental analysis: Opportunities & Threats
External environmental analysis: Opportunities & Threats
Macro-environment
Demographic
Technological
Political
Economic
Cultural
Opportunity Threat
Students
Hong Kong Polytechnic University• 25000 students
Hong Kong Community College• 7000 students
Both HKDSE & A-Level Students
Target Market
Tourists
Attractions in Tsim Sha Tsui (TST) Avenue of Stars The Clock Tower
Hotels in TST East Kowloon Shangri-La The Royal Garden Regal Kowloon Hotel Hong Kong InterContinental Grand Stanford Hong Kong Hotel Nikko Hong Kong Hotel ICON
Target Market
The large of variety of desserts
Relaxing and comfortable environment
Acceptable food taste and affordable price
POSITIONING
Divided into seven categories
PRODUCTS
Chinese Style DessertTofu PuddingBlack GlutinousSmall Ball-CrushedChinese CakesSagoGrass Jelly
Over Fifty Kinds of Desserts
Target profit pricing
PRICING
aims to gain 5% return on capital after 1-year operation
Break-even analysis: Total Revenue = total Costs
When selling price > $32 return on investment
Average selling price = $32
Shop 44B, G/F, Harbour Crystal Centre, 100 Granville Road, Tsim Sha Tsui
PLACE
Was a dessert house before
near The Hong KongPolytechnic University
many restaurants nearby
near Hung Hom MTR station
Offer 5% discount off to the students of Poly U
Distribute fly sheets on the bridge outside the main entrance of Poly U
Ask for comments of customers and encourage them to give ratings on the Internet
Doing media interviews
PROMOTION
Milestone Start Time
End Time
Budget
Who is responsibl
e?
How to evaluate
?
1st April 31st March
--- Manager and chef
Assessment by the
Department of Health
2 QualityTourismServices
1st April 31st March
HKD 5000
Manager Assessment by the
restaurant itself and
QTSA
3 Festivals Promotion Chinese New year Valentine’s Day Mid-Autumn
Festival Halloween Christmas
Depends
Depends
HKD 1000
Chef Sales volume and customers’ feedback
IMPLEMENTATION MILESTONE
COST ANALYSIS
MARKETING BUDGET
56%($100,000
)
39%($70000)
1%($1000)
1%($2450)3%($5170)
INITIAL COSTS FOR BUSINESS
Decoration Equipment and Fixture Insurance Business License Restaurant License
MARKETING BUDGET
52%($60000)36%
($41975)
4%($5000)
4%($5000)3%($3000)1%($420)0%($300)
FIXED COST ANALYSIS Salaries
Rent
Water rate
Electricity
Gas Bill
Depreciation expense
Sundry expense
COST ANALYSIS
Items Cost (HKD)
Raw materials 40,000
Total 40,000
MARKETING BUDGETCOST ANALYSIS
VARIABLE COST ANALYSIS
How much is needed to cover the fixed costs, prepayment and variable costs for the first month?
HK$ 500,000
MARKETING BUDGETCOST ANALYSIS
Cost estimation is based on:- Websites of service providers - Personal experience of the owners of dessert
houses in Hung Hom
Because of the budget constrain,
the highest food cost is set to be HK$ 60,000
4 5 6 7 8 9 10 11 12 1 2 30
50000
100000
150000
200000
250000
SALES REVENUE
MARKETING BUDGET
Month
HKD
SALES FORECAST
Sales volume of Dessert Icon would be affected by:
New opening of the business
Seasonal and festival promotion
The amount of target customers
MARKETING BUDGETSALES FORECAST
MARKETING EXPENSE FORECAST
MARKETING BUDGET
84%($15000)
14%($2400
)
2%($360)
MARKETING EXPENSES
Print Ad
Flyers
Internet
1 4 7 10 130
1
2
3
4
MAKETING EXPENSES
% in Sales
Month
The marketing expenses must be below 5% of its sales revenue in each month, in order to minimize the cost because of a tight budget in the first year.
BREAK-EVEN ANALYSIS
MARKETING BUDGET
Average price of dessert served: HK$ 32Average variable cost of dessert served: (HK$ 40000X12)/70260 = HK$ 7Total fixed cost: HK$1406420
Monthly Break-even point = 1406420/(32-7)= 56257Daily Break-even point = 56257 / 365 = 155
Sell at least 155 desserts per day
PAYBACK PERIOD ANALYISIS
MARKETING BUDGET
Total fixed cost : HK$ 178,620Month 4 5 6 7 8 9 10 11 12 1 2 3 Total
Profit/ (Loss)
11250
14075
16575
32825
51575
45325
36575
29075
43325
22825
19575
27075
350075
Payback period of Dessert Icon: 6.20 months
Capital return in first year : 8.2%
Marketing Controls
Activity Frequency
Profit Control Sales Analysis Monthly
Efficiency Control Evaluation with Employees
Service Quality Assessment
Weekly
Strategic Control
Contingency Planning When Necessary
MARKETING CONTROLS
DESSERT ICON
Marketing strategies Availability of target customers in the region
A promising business
It is hoped that investments could be provided to carry out the business