Marketing Plan of a New Food and Beverage Operation on PolyU Campus


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Marketing Plan of a New Food and Beverage Operation on PolyU Campus

  1. 1. A New Food and BeverageOperation on PolyU Campus Chu Chun Kit, 11092939D Lam Yan Ki, 11017133D Lau Ho Hin, 11050385D Pang Wing Wa, 11196856D Tang Ming Yan, 11202542D SEM003 Group A
  2. 2. Agenda External Environment Opportunities and Threats Marketing Objectives Target Market Analysis Positioning and Differentiating Marketing Strategies and Programs Implementation Milestones Budget Control
  3. 3. Macroenvironment
  4. 4. Demographic target customers are students and staffs on PolyU staffs, 3 505 student s, 2919 3 Simple food that is creatively presented is the key for university students (Kotler,2010)
  5. 5. Economic environment economic situation unstable and uncertain after the incident of USA Consumer Price Index 10.00% 8.00% 6.00% 4.00% 2.00% 0.00% 2010 2011 Hong Kong Fact sheet more concern and spend less
  6. 6. Political environment fund supports to small and medium enterprises (SMEs) Consultation Centre New Academic Structure 334 market is larger minimum wage of $28 per hour production cost
  7. 7. Social –cultural environment inference of Japanese culture “Slim” culture Japanese food is nutritious but low calories and fat in content
  8. 8. technology New packaging technology Connecting to potential customers through internet
  9. 9. Natural environment increasing concern about the environment protection price in natural resources
  10. 10. Opportunities Students enjoy fast food and love Japanese food double in size in the new Year 1 students in 2012 (New Academic Structure 334)
  11. 11. Opportunities global economic down turn we provide sushi at low price some supports to SMEs such as financial fund and consultation services increasing popularity of Japanese culture
  12. 12. Threats prefer good environment and high quality food friend-gathering” experience and like to relax
  13. 13. Threats minimum wage leads to increase in production cost plastic for packing might accused of damaging environment
  14. 14. Competitors CompetitorsInside Outside HKPU HKPU
  15. 15. Competitors CompetitorsInside Outside HKPU HKPU
  16. 16. Competitors – inside HKPU Total 10 canteens, restaurants and café
  17. 17. Competitors – inside HKPU Price StrengthProximityto HKPU Food Hygiene
  18. 18. Competitors – inside HKPU Price lunch sets : $ 25-30  crucial ∵ students have low purchasing power Proximity to HKPU attract students and staffs with short meal break Food Hygiene undergone Food Premise and Inspection and Food Sample Tests  safe and clean to eat
  19. 19. Competitors – inside HKPU Over- crowded Weaknesses Few food varieties
  20. 20. Competitors – inside HKPU Over-crowded from 12:00 to14:00  unfavourable to the students with short lunch time Few food varieties 78.8% of students + 75% of staffssurvey by the Catering Committee, HKPU
  21. 21. Competitors CompetitorsInside Outside HKPU HKPU
  22. 22. Competitors – outside HKPU
  23. 23. Competitors – outside HKPU High quality Japanese Food Strength Goodservices Environment
  24. 24. Competitors – outside HKPU High quality Japanese food - sushi, ramen, tempura, shabushabu, and other fried foods  creating lasting relationship - cook when order  fresh Environment high-class, comfortable and clean  professional
  25. 25. Competitors – outside HKPU Services - self serive: sushi on conveyor belt (co-production)  obtain freely - non-self-service: order  fresh
  26. 26. Competitors – outside HKPU Over- crowded Weaknesses Expensive
  27. 27. Competitors – outside HKPU Over-crowded - high rental cost  small area - customers from office and HKPU, tourists Expensive - sushi: >$9/portion - meal sets: >$40 - $10-$15 higher than meals in HKPU
  28. 28. Marketing Objectives1. > $2,800,000 in sales by the end of year 1.2. market share of 50% in POLYU3. 80% customer awareness of our brand in our target markets4. return on investment >15%5. operating profit of over $1 million on sales
  29. 29. Target Market
  30. 30. Market Segmentation Generation Segmentation Generation Y Behavioral Segmentation Propensity to have meals in the school campus
  31. 31. Market Targeting →Generation Y with willingness to have meals in Poly U campus However, they have limited meal-time.
  32. 32. Market Positioning and Differentiation Positioning“For students and staffs of HKPU who want to have morerestaurants in school, our products are sushi and Japaneseappetizers that are inexpensive but high quality, and servewith efficiency in the school. “ Differentiation - inexpensive - fast - popular - high quality
  33. 33. Products Prepackaged sushi Co-production - Customer put their favorite food items in boxes provided - Pass to our employees for the packing process All take away, no dine-in service High quality caterer - Not to sell overnight products - All sushi is made at retail site Strive to provide upscale food in a modest price
  34. 34. Price Follow cost-plus pricing ∴ simple and guaranteed margin revenue No fixed cost because being a caterer in campus does not require rent Unit cost = Total cost / Expected unit sales = $1,708,158 / 943,000 = $1.8 Aim to earn a 40% mark up on sales Mark up price = Unit cost / (1-desired return on sales) = $1.8/0.6 = $3
  35. 35. Place Set up a retail site on campus Sell at Che-woo Lui Hotel and Tourism Resource Centre of SHTM Reservation by phone
  36. 36. Promotion
  37. 37. MilestonesMilestones Start Date End Date Budget / $ Who is How to responsible? evaluate?Advertising posters Early Early 34 Employee Reflected by September September sales volume Early January Mid-January 34Sending Emails Mid August Late Nil Marketing September ManagerDistributing leaflets Early Early 4,000 Employee September September Early January Early January 4,000Posting core picture Early Early 300 Employee September SeptemberDiscount periods Early Late October 20,000 Sales Manager September Early January Late February 20,000Advertising in PolyU Early Early Nil MarketingLife September September ManagerGiveaways Early Mid- 10,000 Employees Reflected by September September number of approaches
  38. 38. Budget 2012-2013 $Sales 2,829,000Cost of production (1,131,600)Gross Profit 1,697,400Marketing and (58,368)PromotionOperation costs (518,190)Net Profit 1,120,842
  39. 39. Controls1. Opinion forms2. Mysterious shopper system3. Promotional Campaigns4. Regular talks and evaluation meetings
  40. 40. THE END