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Tourism & hospitality marketing

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Tourism & hospitality marketing

  1. 1. 1 TOURISM & HOSPITALITY MARKETING MARKETING PLAN- F&B OPERATION IN EAST TST (CAFÉ TIME)Group D Chan Chung Wing, Zoe Wai Man Fong, SalLy Cheung Po Yi, Mabel Wu Po Yan, Bowie Lau Yin Lun, Tony
  2. 2. Rundown2  External environmental analysis  Summary of Opportunities and Threats  Objectives  Target Market  Competitor Analysis  Marketing Mix Strategies and Programs  Implementation Milestone  Marketing Budget  Marketing Controls
  3. 3. Executive Summary3 - Local consumption of imported coffee beans: 1991: 2,537 tonnes 2006: 7,214 tonnes High Dem Average annual growth rate : 7.2% a nd - Positioning: high-quality and comfortable environment - Marketing strategy: Making the right information available to the right target customer - Target customers: Students
  4. 4. Mission Statement4 “ Strive to provide the highest quality dining environment to guests and delight every one of them”
  5. 5. Micro-Environment Analysis5 Economic: Real GDP per capita: Demographic: 95% Chinese 4.4% Immigration CPI: 7% 28.5% 15-34 years old Tecnological: Wi-Fi Political: Socio-Culture: 2 licenses to apply 80% drink regularly Increase production (for work) cost Trends: Cafe
  6. 6. Macro-Environment Analysis6 Suppliers: Customers: 5141 Food Factories (HK) 40,000 people 600 Frozen Confection >50% Working population Factories (HK) ~ 20% Students Alternative: Factories from 2 Secondary School China 1 University Competitor: Marketing intermediaries: General: Restaurant Newspaper & Magazines Product Category: Bars * Social Media Budget: Karaoke * Apps (Open Rice)
  7. 7. SWOT Analysis7 Strengths: Weaknesses: • Efficient Decision Making •Lack of Capital • Employers Talents in •Low Bargaining Power with cooking the Suppliers • Build a Close Relationship with Customers Opportunities: •Favorable Location Threats: •Free Trade •New in the Industry •Trends of Our Target •Easily Affected by Econ. Customers •High Inflation Rate •Well-developed Technology •Fast Changing Taste
  8. 8. Marketing Objectives8  Increase repeat customers by 20% per year.  Decrease customer acquisition costs by 5% per year.  Maintain positive, steady growth each month
  9. 9. Target Customers9  2 Secondary Schools and a University nearby  Not much restaurants target students and teenagers For Projects: For Gathering: • Increasing Group Projects • Have Parties and Gather • Relax while Working • No Harsh Restriction of • Free Wi-Fi for Searching Time Limit Information on the Internet • Board Games Provided  Willing to spend if able provide what they want  Help promotion freely through social media  Enlarge our customer base
  10. 10. Financial Objectives10  Grow our sales to $360,000 per month over during a one-year period.  Significantly decrease our sales and marketing expenses as a percent of sales: from 20% to 15% in one year.  Increase contribution margin from 40% to 45% over this year.
  11. 11. Competitor Analysis11 Bubbles Dream Cafe Core products varieties Great varieties (not only Italian dishes, but also desserts) Facilitating products (e.g. menu) Only a one page colorful menu with small font size Physical environment The shop size is quite large and there is enough space between tables Service quality Staff is friendly and welcomes guests Price $41-$100 Promotion Cooperate with ‘group buying’ company by providing discounts
  12. 12. Marketing Mix Strategies and Programs12 Product Physical products -Core product :Handcrafted coffee Atmosphere -Western style -Soft music Customer interaction with -Receptionist the service system -Questionnaires Customer interaction with -Reasonable distance and other customers space
  13. 13. Marketing Mix Strategies and Programs13 Price Price range($21-$80) -Drinks: $20- $50 -Set lunch: $30- $60 -Set dinner: $50- $80 Cost-based pricing Adding 40% to the cost Psychological pricing E.g.: setting price at $49 Discount pricing $5 dollar-coupon Discriminatory pricing 20% discount to students
  14. 14. Marketing Mix Strategies and Programs14 Place Location South Sea Centre Marketing intermediaries Internet
  15. 15. Marketing Mix Strategies and Programs15 Promotion Sales promotion Group buying 20% discount to students 10% discount to all guests (first month ) Internet advertising set up a website Social media marketing Social group (Facebook) Personal selling leaflets
  16. 16. Implementation milestone 16 Marketing Responsible Date Budget How to Program Person evaluate? Sales 1 permanent 1/6/2012-31/ $100,000 (per Customers’ use promotion worker 5/2013 year) of discounts provided by ‘groupon’ Internet Website design Onwards $1,800 Number of advertising company people visiting the website and number of use of coupons Social media 1 permanent Onwards $0 Number of marketing worker people becoming the members Personal 1 temporary 1/6/2012- $1,600 Customers’ use selling workers 31/8/2012 of cash coupons
  17. 17. Marketing Budget17
  18. 18. Sales Forecast (Monthly)18 Sales Forecast (Monthly) Consumer market Sales amount Businessmen 48000 Students 80000 Tourists 4000 Total 132000
  19. 19. Marketing Controls19  Week- by-week schedules  Observing :The sales volume The number of people visiting the website The number of people using those print-outs

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