HTM 2121TOURISM AND HOSPITALITY MARKETINGPolyU Sushi- Marketing Proposal                           Tutorial class: Monday ...
Presentation Schedule•   ENVIRONMENT ANALYSIS     –   MACRO ENVIRONMENT (Demographic, Political, Economic, Social-Culture,...
EnvironmentalAnalysis• Macro Environment• Micro Environment
Macro Environment•   Demographic•   Political•   Economic•   Social-Culture•   Technologies•   NaturalSWOT Analysis - *Opp...
Demographic     PolyU students, teachers, officers and visitorsOpportunities• New education scheme will increase the numbe...
PoliticalOpportunities• Support (subside) from government• Employ highly educated sales person in order to face different ...
EconomicOpportunities• Increase in income (minimum  wage) and higher purchasing  power, willing to spend moreThreat• Globa...
Social-CultureOpportunities• The trend of healthy lifestyle• Little time to have lunch, fast sushi  food is favorable choi...
TechnologicalOpportunities• Technologies advanced increase the  productivity and standardize the operation  procedures bec...
NaturalThreat• Nuclear leakage from 311 Japan  earthquakes, people may afraid  the food safety from Japan• Extra promotion...
Micro Environment•   Suppliers•   Marketing Intermediaries & Publics•   Customers•   CompetitorsSWOT Analysis - *Strengths...
Suppliers, Marketing Intermediaries & Publics,                 Customers• Suppliers (Local) Minimize negative impact   – ...
Competitor AnalysisOn Campus             Off Campus Student Canteens &       International     Restaurant           Superm...
Strengths & Weaknesses• Strengths  – New products: sushi, sashimi  – Quick, healthy food  – Reasonable price• Weaknesses  ...
Business Objective• To achieve the profit of 10% in the  first 12 months of operation• To experience-increasing number of ...
Target MarketPolyU StudentsWhy we choose PolyU students?• Over 30,000 students• Daily traffic flow• No sushi shops before ...
Marketing MixElements (4Ps)  • Product  • Price  • Place  • Promotion
Product and Price• Maximize quantity strategy   Increase the competition• Low pricing strategy   Attract more people buy...
Product and PriceFour groups of product offered in our shop Sushi, Sashimi, Package box and Soft drink Hong Kong people...
Menu                                 Cooked                       Burning             Salmon    Tuna                    Sw...
Place• Provides take away service• Approximately about 200 sq. metres• Best location within the Hong Kong Polytechnic Univ...
– Next to the student’s computer centre   Project assessments need to assess internet , students usually go  to M core to...
Café lawn = Threat ??•   People may consider it may be a threat to the “PolyU    Sushi”•   We do not conceive it is a comp...
Promotion“PolyU Sushi” has the following promotional strategies:• PolyU Privilege – Students, staffs of PolyU upon showing...
Promotional Methods•   Advertising     – Posters     – Open a “Facebook page”     – Hand out some leaflets that include a ...
Strategy Pyramid
Implementation Milestones• ‘PolyU Sushi’ shop will be opened on 1/9/2012• Below table showing our plan in achieving the  s...
Who is     Milestones           Start Date    End Date        Budget                               How to evaluate?       ...
MarketingBudget• Sales Forecast• Operating Expense Budget• Marketing Expense Budget
Sales Forecast         Working Hours             Total sales per month (Normal month):                                   (...
High Season: March, April, November and December     Mid-term and Examination time for PolyU students     Significant lo...
Operating Expense BudgetMonth         9        10       11       12       1        2        3        4        5        6  ...
Marketing Expense BudgetMonth             9        10       11       12       1        2        3        4        5       ...
MarketingControl• Internal• External
Marketing control           Internal                  External• Sales analysis           • Feedback from customers’  (Ever...
ConclusionOur Group think that by adopting the following:• Choosing the right location• Targeting the right market with th...
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HTM2121 Hospitality and tourism marketing project - PolyU Sushi (MON 1230-130)

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  1. 1. HTM 2121TOURISM AND HOSPITALITY MARKETINGPolyU Sushi- Marketing Proposal Tutorial class: Monday 12:30 – 13:20 Chan Chui Man, Cathy 10554747D Chung Tuyet Trinh, Nancy 11700925D Ho Wing Shan, Doris 11505622D Chan Wun Fong, Yan 11564505D Ng Ting Ting, Sponge 10580857D
  2. 2. Presentation Schedule• ENVIRONMENT ANALYSIS – MACRO ENVIRONMENT (Demographic, Political, Economic, Social-Culture, Technologies, Natural) – MICRO ENVIRONMENT ( Suppliers, Marketing Intermediaries & Publics, Customers, Competitors) SWOT ANALYSIS (Strength, Weakness, Opportunities, Threats))• BUSINESS OBJECTIVES• TARGET MARKET• MARKETING MIX ELEMENTS – 4PS (Product, Price, Place, Promotion)• STRATEGY PYRAMID• IMPLEMENTATION MILESTONE• MARKETING BUDGET (Sales Forecast, Operating and Marketing Expense Budget,)• MARKETING CONTROL (Internal, External)• CONCLUSION• REFERENCES• APPENDICES - COMPETITORS ANALYSIS, POLYU STUDENTS’ CHARACTERISTICS
  3. 3. EnvironmentalAnalysis• Macro Environment• Micro Environment
  4. 4. Macro Environment• Demographic• Political• Economic• Social-Culture• Technologies• NaturalSWOT Analysis - *Opportunities and Threats*
  5. 5. Demographic PolyU students, teachers, officers and visitorsOpportunities• New education scheme will increase the number of students• Increase basic traffic flow in main campusThreat• The characteristic of teenagers are like freshness and change their interest easily
  6. 6. PoliticalOpportunities• Support (subside) from government• Employ highly educated sales person in order to face different peopleThreat• Political issue may cause increase of operation expenditure e.g., minimum wage• Time consuming of getting licensing from different government departments e.g. Food and Environmental Hygiene Department, fire inspection and regulations
  7. 7. EconomicOpportunities• Increase in income (minimum wage) and higher purchasing power, willing to spend moreThreat• Global inflation, increase of operation cost e.g. higher salary cost, cost in F&B, increase equipment maintenance cost
  8. 8. Social-CultureOpportunities• The trend of healthy lifestyle• Little time to have lunch, fast sushi food is favorable choiceThreat• Students’ favors and attitude change quickly
  9. 9. TechnologicalOpportunities• Technologies advanced increase the productivity and standardize the operation procedures become more effective and efficient –Sushi making machine
  10. 10. NaturalThreat• Nuclear leakage from 311 Japan earthquakes, people may afraid the food safety from Japan• Extra promotion is needed
  11. 11. Micro Environment• Suppliers• Marketing Intermediaries & Publics• Customers• CompetitorsSWOT Analysis - *Strengths and Weakness*
  12. 12. Suppliers, Marketing Intermediaries & Publics, Customers• Suppliers (Local) Minimize negative impact – Variety of choice – Quality products – Competitive price• Market Intermediaries & Publics – Free marketing channel – Positive/ Negative “word of mouth”• Customers Basic traffic flow – PolyU students – PolyU staff
  13. 13. Competitor AnalysisOn Campus Off Campus Student Canteens & International Restaurant Supermarket Staff Canteen & Sushi Takeaway Restaurant Genki Sushi Lawn Café LibCafe@PolyU Other Restaurants Collegiate Café at TST East Theatre Lounge
  14. 14. Strengths & Weaknesses• Strengths – New products: sushi, sashimi – Quick, healthy food – Reasonable price• Weaknesses – Competitors – Lack of experience
  15. 15. Business Objective• To achieve the profit of 10% in the first 12 months of operation• To experience-increasing number of customers and loyalty customers• To become a recognizable healthy food and successful small takeaway outlet within PolyU campus
  16. 16. Target MarketPolyU StudentsWhy we choose PolyU students?• Over 30,000 students• Daily traffic flow• No sushi shops before (new and fresh for students)• Over 80% of students are welcome to have a sushi shop high position in their mind• Providing a quick, healthy, easy food with reasonable price $3 per one
  17. 17. Marketing MixElements (4Ps) • Product • Price • Place • Promotion
  18. 18. Product and Price• Maximize quantity strategy  Increase the competition• Low pricing strategy  Attract more people buying our product  The more they buy  Seeks to maximize the number of units sold or the number of customers served  Reduce long term cost
  19. 19. Product and PriceFour groups of product offered in our shop Sushi, Sashimi, Package box and Soft drink Hong Kong people love salmon Diversify food fulfill different people needsSushi groups: Sashimi:23 kinds of sushi ($3-$5) Four different types ($25-$35)Package box : Soft drink:Four different types($30-$40) Four kinds of drinks ($5-$10)
  20. 20. Menu Cooked Burning Salmon Tuna Sweet shrimp shrimp salmon belly Kabayaki On behalf of Hanamaki Clams Octopus Sushi: stand fish Martin sushi $3 - $5 Salmon Mustard Crab meat Crab Roe Tuna fish salad seed octopus salad Jade sub- Corn China Spicy Conch Eel burning salad Salad Sashimi: Salmon Clams Vertical Sweet shrimp $25 - $35 sashimi sashimi sashimi sashimi Cooked Salmon DiversifiedPackage box: 太卷什燴 diversify package package box $30 -$40 餐盒 package box box 什錦生餐盒 什錦熟餐盒 Drink: Coke Sprite Lemon tea Marbles soda $5 - $10
  21. 21. Place• Provides take away service• Approximately about 200 sq. metres• Best location within the Hong Kong Polytechnic University: Between M and N core• The followings are the reasons: – Centre point in the University  Most of the students must pass through M and N core every day  Benefit from the large traffic flow
  22. 22. – Next to the student’s computer centre  Project assessments need to assess internet , students usually go to M core to discuss their projects, printing notes for their lectures  Greater chance for students to buying our food– Opening area and some tables and seats nearby, students can eat their sushi at these places  A new open area in front of the N core, a new and large plasma television, many staircases for people to leisure and sitting, a transparent cover was built on top
  23. 23. Café lawn = Threat ??• People may consider it may be a threat to the “PolyU Sushi”• We do not conceive it is a competition – Sell different kinds of food “Café lawn” mainly sells western food, like sandwiches, muffin and coffee “PolyU Sushi” mainly sells Japanese food, like sushi and ramen – Having another restaurant nearby, form a small type of food court Attract more students to come and consume our products
  24. 24. Promotion“PolyU Sushi” has the following promotional strategies:• PolyU Privilege – Students, staffs of PolyU upon showing identification card, purchase with 10%off discount.• PolyU Sushi’s loyalty –Stamp collection scheme. Purchased over $30, we will give u a stamp. After collecting 15 stamps, you will be rewarded with a free soft drink and three pieces of sushi.• Rice and Drink Combo – If you buy a box of rice, you only need to add $3 to buy any kind of drinks.• Very Important People of PolyU Sushi – To be the Very Important People of PolyU Sushi, you only need to register through our website www.polyusushi.com.hk. After becoming our members, you will receive some coupons and the latest news of “PolyU Sushi”. On the VIP’s birthday, VIP will receive a little birthday’s surprise.
  25. 25. Promotional Methods• Advertising – Posters – Open a “Facebook page” – Hand out some leaflets that include a discount coupon – Mailing method by sending email to our VIPs• Strategic Alliance Program – With the Hong Kong Polytechnic University Students’ Union (HKPUSU) – Members of the HKPUSU can enjoy a promotion ( buy ten pieces sushi and get one piece free)• Theme Promotion – Decorate our shop and introduce limited item on Japanese festivals – Organize a booth in International Gala to display the culture of Japan  Make some Japanese food for our guests to taste
  26. 26. Strategy Pyramid
  27. 27. Implementation Milestones• ‘PolyU Sushi’ shop will be opened on 1/9/2012• Below table showing our plan in achieving the strategy for the first operating year (1/9/2012 – 31/8/2013)
  28. 28. Who is Milestones Start Date End Date Budget How to evaluate? responsible? Posters and ‘Facebook’ page: Throughout the year Sales Revenue will be Advertising Leaflets: $1000 Boss increased or decreased after The whole first open the hanging of leaflets month (9/2012) Compare business between $ 18,315 Senior Manager the number of PolyU Polyu Privilege Throughout the year (0.3% of the customers and outside total sales) customers $ 3552 (0.1% Compare the total sales Strategic alliance 1/3/2013 31/8/2013 of the total Senior Manager revenue and the one related program sales) with using the HKPUSU’s card‘Polyu Sushi’s Loyalty’ Compare the sales revenue 1/9/2012 28/2/2013 collecting stamp $5000 Junior Manager whether increase or not after program launching ‘Very Important Count the number of couponsPeople of Polyu Sushi’ Throughout the year $600 Full time staff used and the total number ofmembership program registered members International Gala: On the gala, interview the 1/3/2013 (Friday) students and ask their opinion; Shop’s theme Decoration: having a comment’s broad in Theme Promotion Throughout the year $2000 All the staffs our shop, customers can feel free to leave their comment about our shop and decoration
  29. 29. MarketingBudget• Sales Forecast• Operating Expense Budget• Marketing Expense Budget
  30. 30. Sales Forecast Working Hours Total sales per month (Normal month): (500+12,600+5,400)X30days=$555,000Morning: 10:00 - 12:00 Peak time:10 person X $25 X 2hrs = $500 $555,000 X 120% = $666,000Afternoon: 12:01 - 18:00 Normal time:60 person X $35 X 6hrs = $12,600 $555,000 Low season time:Night: 18:01 - 21:00 $555,000 X 40% = 222,00040 person X $45 X 3hrs = $5,400 20% PolyU staffs, 80% PolyU students
  31. 31. High Season: March, April, November and December  Mid-term and Examination time for PolyU students  Significant longer time for revisions  More likely to spend on dinningNormal Business: February, May, June and OctoberLow Season: January, August and September New semester just start or school holidays Sales are estimated to be drop dramatically
  32. 32. Operating Expense BudgetMonth 9 10 11 12 1 2 3 4 5 6 7 8Total Sales 222000 555000 666000 666000 222000 555000 666000 666000 555000 555000 555000 222000OperatingCostRental fee 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000WagesSenior 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000ManagerJunior 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000ManagerFull time 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000staffPart time 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500staffPart time 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500staffMaterial( 111000 277500 333000 333000 111000 277500 333000 333000 277500 277500 277500 111000food)AmenitiesWater 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000Electrcity 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000LicenseFood 210 210 210 210 210 210 210 210 210 210 210 210licenseTotal 204210 426210 426210 426210 204210 370710 426210 426210 370710 370710 370710 204210expense
  33. 33. Marketing Expense BudgetMonth 9 10 11 12 1 2 3 4 5 6 7 8Total Sales 222000 555000 666000 666000 222000 555000 666000 666000 555000 555000 555000 222000MarketingCostAdvertising 150 75 75 75 50 100 100 100 100 75 50 50 666 1665 1998 1998 666 1665 1998 1998 1665 1665 1665 666Polyu PrivilegeStrategic N/A N/A N/A N/A N/A N/A 666 666 555 555 555 555allianceprogram‘Polyu Sushi’s 500 1000 1000 1000 500 1000 N/A N/A N/A N/A N/A N/ALoyalty’collectingstampprogram‘Very 50 50 50 50 50 50 50 50 50 50 50 50ImportantPeople ofPolyu Sushi’membershipprogramTheme 100 100 100 100 300 100 200 100 100 100 500 200PromotionTotal expense 1466 2890 3223 3223 1566 2915 3014 2914 2470 2445 2820 1521% of the total 0.660% 0.520% 0.484% 0.484% 0.705% 0.525% 0.453% 0.438% 0.445% 0.441% 0.508% 0.685%sales
  34. 34. MarketingControl• Internal• External
  35. 35. Marketing control Internal External• Sales analysis • Feedback from customers’ (Every month) satisfaction surveys• Expense control (Around 6 months) (Every month) • Market share analysis• Profitability analysis (Every year) (Every month) • Activities of competitors to• Quality controls aspects of our plan (Everyday) (Any time )
  36. 36. ConclusionOur Group think that by adopting the following:• Choosing the right location• Targeting the right market with the right products• Implementation of different marketing strategies and theme promotions tosuccessful target this market segment in order to achieve the objectives of 10%within 12-months of operation PolyU Sushi can be SUCCESS!!

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