2. 1.External environment
analysis
Microenvironment
Macro-environment Suppliers
Demographic Marketing intermediaries
Political Publics
Economic Customers
Technological
Competitors

3. 2. Opportunities and threats
Opportunities Threats
Marco: Marco:
Politically, individual
traveling scheme  Demographically, no
increase in income 
Mirco:
more potential Mirco:
customers  strong competitor 

4. 3. Competitor –
The Ritz-Carlton, Hong Kong
• Background
• A worldwide luxury hotel company
• Located at International Commerce Centre,
1 Austin Road West, Kowloon

5. Reasons for choosing as
competitor:
• Two main target customer groups
• Independent travellers & meeting event
planners
• Gift shop
• Physical store & global gift shop online

6. Ritz-Carlton Online Shop
Strengths Weaknesses
-High reputation & -High price
loyal customers -Global online shop fails
-A wide range of to localize the products
products -Lack of uniqueness
-Global online shop -Sales tax maybe charged

7. 4. Objectives
extend
customers’
experience
through selling
souvenirs
promote advocate
Hotel X’s environment
brand al friendly
name products

8. 5. Target market
higher
spending in-house
power business
travelers
most likely
to purchase young to middle
green adults aged 26
products to 55

9. 6. Marketing mix strategies
and programs
Product
1st 2nd
Business product line Spa product line

10. business product line
Deluxe
Business
Pen
4 in 1 Metal
laser Business Pen USB
Pen stick
Mobile
phone
USB
charger

11. Spa product line
Mini Spa
Kit
Essential Candle in
Oil Spa Tin
Ayurveda
Massage
Oil

12. Price
1. Pricing 2. Pricing
objective strategies
Market-
Image
skimming
objective
pricing
Cost-plus
pricing

13. Promotion
LCD monitors & Flyers
Internet & Social media
Internal promotion
Promotion week

14. Place (Distribution)
1.Physical Shop
2.Online shop

15. Physical Store

16. 7. Implementation
milestone
Milestones Start Date End Date Budget Who is How to
responsible? evaluate?
Advertising January December $250 X 12 Public Questionnai
= $3,000 Relations res to
Department collect
feedback;
click-
through rate
of online
shop
Seasonal End of End of $80,000 x Sales and Customer
promotion January; February; 2 Marketing feedback
Mid- Mid- =$ 160,000 department form; sales
November January volume
Promotion January December $875,874 / Sales and utility rate
discount 0.9 x 0.1 + Marketing of coupon
583,917 x department
40% x 0.1 x
4=
$190,746

17. 8. Marketing budget
Sales Forecast

18. Sales forecast (monthly)
= Capacity of Hotel (room available x average guest number per room) x Assumed
occupancy rate x Assumed probability of entering the souvenir shop X Assumed
probability of purchasing souvenirs x Price x Assumed standard sales volume x
Seasonal Sales Adjustment

19. Table of Sales Forecast
Month 1 2 3 4 5 6
Product
Business $ 344,645 $ 344,645 $ 229,764 $ 229,764 $ 229,764 $ 229,764
products
Spa $ 531,229 $ 531,229 $ 354,153 $ 354,153 $ 354,153 $ 354,153
products
Total sales $ 875,874 $ 875,874 $ 583,917 $ 583,917 $ 583,917 $ 583,917

20. Month 7 8 9 10 11 12
/Product
Business $ 373,366 $ 373,366 $ 172,323 $ 172,323 $ 172,323 $ 344,645
products
Spa $ 575,498 $ 575,498 $ 265,615 $ 265,615 $ 265615 $ 531,229
products
Total $ 948,864 $ 948,864 $ 437,938 $ 437,938 $ 437,938 $ 875,874
sales

21. Sales Forecast of Products
1000000
900000
800000
700000
HK $
600000
500000 Spa products
400000 Business products
300000
200000
100000
0
1 2 3 4 5 6 7 8 9 10 11 12
Month

22. 10. Marketing controls
9.Marketing Control
Questionnaires
Financial reports
Click-through rate of online shop
Assessment meetings
Contingency plan