Artifacts in Nuclear Medicine with Identifying and resolving artifacts.
HTM2121 SEM005 Group D: Marketing Plan
1. DESSERT ICON
Group D
Chau Yuen Ching, Pinky 11324653D
Chu Sing Lung, Michael 11248792D
Wong Wai Yin, Roy 11090628D
Yiu Ka Yee, Artemis 11083736D
2. 1. Business Concept
2. External Environment analysis:
Opportunity and Threats
3. Target Market
4. Positioning and Marketing Mix (4P)
5. Implementation milestone
6. Marketing Budget
7. Marketing Controls
3. Mission
Hong Kong Style Dessert
To provide a place for relaxing and gathering
To promote healthy eating habit
4. Resources
Employees Owners
- Provide quality customer - Is also managers
service - Manage a team
- Enhance the morale of staff
- Finish food production by - Minimize turnover rate
cooperating with their - Control budget
colleagues - Design menu
- Launch promotion
- Trainings will be provided
5. Objectives
Break even after 6-month operation
Gain 5% return on investment after 1 year
7. Macro-environment
Opportunity Threat
Demographic
Political
Economic
Cultural
Technological
8. Students
Hong Kong Polytechnic University
• 25000 students
Hong Kong Community College
• 7000 students
Both HKDSE & A-Level Students
9. 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
10. The large of variety of desserts
Relaxing and comfortable environment
Acceptable food taste and affordable price
11. Divided into seven categories
Chinese Style Dessert
Tofu Pudding
Black Glutinous
Small Ball-Crushed
Chinese Cakes
Sago
Grass Jelly
Over Fifty Kinds of Desserts
12. Target profit pricing
aims to gain 5% return on capital after 1-year operation
Break-even analysis: Total Revenue = total Costs
Average selling price = $32
When selling price > $32
return on investment
13. Shop 44B, G/F, Harbour Crystal
Centre, 100 Granville Road, Tsim Sha Tsui
Was a dessert house before
near The Hong Kong
Polytechnic University
many restaurants nearby
near Hung Hom MTR station
14. 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
15. Milestone Start End Budget Who is How to
responsible?
Time Time evaluate?
1 EatSmart@ 1st April 31st March --- Manager Assessment
restaurant.hk and chef by the
Campaign Department
of Health
2 Quality 1st April 31st March HKD Manager Assessment
Tourism 5000 by the
Services restaurant
itself and
QTSA
3 Festivals Promotion Depends Depends HKD Chef Sales volume
Chinese New year 1000 and
Valentine’s Day customers’
Mid-Autumn Festival feedback
Halloween
Christmas
16. COST ANALYSIS
INITIAL COSTS FOR BUSINESS
1%
1% 3%($5170)
($2450) Decoration
($1000)
39% Equipment and
($70000) 56% Fixture
($100,000) Insurance
Business License
Restaurant License
18. COST ANALYSIS
VARIABLE COST ANALYSIS
Items Cost (HKD)
Raw materials 40,000
Total 40,000
19. COST ANALYSIS
How much is needed to cover the fixed costs,
prepayment and variable costs for the first month?
HK$ 500,000
Because of the budget constrain,
the highest food cost is set to be HK$ 60,000
Cost estimation is based on:
- Websites of service providers
- Personal experience of the owners of dessert houses in
Hung Hom
21. 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
22. MARKETING EXPENSE FORECAST
MARKETING EXPENSES MAKETING EXPENSES
14% 2% Print Ad
4
($2400) ($360)
Flyers 3
Internet 2
% in Sales
84% 1
($15000)
0
1 2 3 4 5 6 7 8 9 10 11 12 13 Month
The marketing expenses must be below 5% of its sales revenue
in each month, in order to minimize the cost because of a
tight budget in the first year.
23. BREAK-EVEN ANALYSIS
Average price of dessert served: HK$ 32
Average variable cost of dessert served: (HK$ 40000X12)/70260 = HK$ 7
Total fixed cost: HK$1406420
Monthly Break-even point = 1406420/(32-7)= 56257
Daily Break-even point = 56257 / 365 = 155
Sell at least 155 desserts per day
24. PAYBACK PERIOD ANALYISIS
Total fixed cost : HK$ 178,620
Month 4 5 6 7 8 9 10 11 12 1 2 3 Total
Profit/
11250 14075 16575 32825 51575 45325 36575 29075 43325 22825 19575 27075 350075
(Loss)
Payback period of Dessert Icon: 6.20 months
Capital return in first year : 8.2%
25. Marketing Controls Activity Frequency
Profit Control Sales Analysis Monthly
Efficiency Control Evaluation with Employees Weekly
Service Quality Assessment
Strategic Control Contingency Planning When Necessary
26. 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