The document outlines a business plan for a proposed chocolate shop called "Choco Lady" in Hong Kong. It includes an analysis of the external environment, competitors, target market, and proposed marketing strategies. The marketing strategies proposed include developing handmade chocolate products in various shapes and flavors, targeting female customers aged 18-40, and locating the shop in the popular Harbour City mall. A marketing budget and implementation timeline with milestones like seasonal promotions are also provided.

1. Chocolatier
Leung Wing Sum 11182433d
Law Yu Ling 11160643d
Tse Yee Kiu 11173426d
Guillermo Garcia-Muchacho 11904473x
Lee Wing Ting 11021093d
HTM 2121 Tourism and Hospitality Marketing

2. Outline
1. Business concept
2. External environmental analysis
3. Competitor analysis
4. Target market
5. Marketing mix strategies and programs
6. Implementation milestone
7. Marketing budget
8. Marketing control
9. Reference

3. Business concept
• enter the chocolate market in HK
• Be the “cash cow” in the market
• increase competition power & market control.
• slogan : „where art meets chocolate‟
• personalized chocolate products
• special shape & favours, packed with girlish
decoration.

4. External environmental analysis
• Demographic trends
• Total residents population in Hong Kong is 7,071,576
keep increasing
• Marital status
Sex Total number Married Never married
Female 3,768,561 1,847,554 1,008,811
Male 3,303,015 1,760,524 964,739
• Educational attainment
Upper secondary, nearly 35%
27.3% of the population is post-secondary

5. • Social –cultural trends
• Hong Kong is a multi-cultural society
• Including Chinese, Indonesian, Filipino, Western, Indian,
Japanese, Thai, etc.
• Residents usually affected by the Western culture

6. • Economic trends
One of two Special Administrative Regions (SARs)
of the People‟s Republic of China
One of the world‟s leading international financial
centres
Unique economy system
 free market system
(ranked the freest in the world by the Index of
Economic Freedom for 18 consecutive years)
One of the “Four Asian Tigers”

7. • Ecological trends
1. cocoa beans  affected enormously by the weather
conditions
• shortage of cocoa beans in the Ivory Coast more severe in
Indonesia, Cote d'Ivoire and Ecuador
2. unsustainable farming practices
 reduces the availability of cocoa
• methods used in the Ghana

8. Hence, the availability of cocoa beans will go down
increase the operating cost of the organization.
companies raise the product price

9. •Technological trends
7 machines are necessary during the chocolate production process.
1. Chocolate Forming Machine
2. Chocolate Conche and Refiner
3. Chocolate Thermal storage Cylinder
4. Chocolate Packaging Machine
5. Chocolate coated machine , etc.
• ensure the stability of the high quality of homemade chocolate
• alleviate the labor cost for producing homemade products.

10. Competitor analysis

11. • Based on the location of the store
1. Godiva
2. Leonidas
3. City‟ super (one of the products they sell is Ferrero
Rocher)
Godiva Leonidas City’ super
(Ferrero Rocher )
Products Chocolate, gummy Chocolates, Ice Ferrero Rocher
candy, and biscuits cream
Price 100 HK$ to 250 HK$ 80 HK$ to 120 HK$ 25 HK$ for 3 pieces
per 100 gram per 100 gram Other price per box
Promotion Mall Billboards, etc Special offers, etc news paper ads, etc
Place Online Store, 15 Online Store, 4 stores 4 Stores in HK
Stores in HK in HK

12. Godiva
Strengths:
Weaknesses:
Eye catching design
diversify their product
Many distribution
channels unsuccessful on
numerous occasions.
Opportunities: Threats:
expand higher-end dependant on the
collections economy

13. Leonidas
Strengths: Weaknesses:
Large variety of products don‟t stay fresh for long
Good customer relation keep the stock full
decorated depending on the not sold within 2 weeks
season‟s theme  thrown away.
Opportunities:
Threats:
Growth in chocolates
consumption per capita Fierce Competition
different occasions Price differentiation
depending on mall
Renovated stores

14. City’s Super
Weaknesses:
Strengths: not located in a very
Product Range visible location
Store Size not well exhibited
inside the store
Threats:
Opportunities:
Handmade luxury
promote more around
chocolates take over the
the mall
whole market

15. • Segmentation
• Females who aged from 18 to 40
• middle-class
• enjoy chocolates
• buy chocolates for their lovers
• potential and strong market
• Position
• Target market  potential purchasing power
• Harbour City (middle-class shopping mall, popular to ladies)
Target market

16. ‘Choco Lady’
• A girlish and feminine chocolatier
• service of making tailor-made chocolates
• attract female customers
• create memorable and special memories

17. Marketing mix strategies
and programs
• Services and Products
• Price
• Place
• Promotion

18. Products and
Services

19. Products
Chocolate
• handmade chocolates
• cacaos from South America
Shape
• butterfly-shaped
• heart-shaped,
• flower-shaped

20. Package
• Cute and fancy: pink and red
• Cute ribbons, lace ad flowers
• For young girls and students
• Elegant :Dark red and purple
• Ribbons and roses
• For elegant and mature ladies
Products

21. Taste
• Special and unique tastes
e.g. rose, lavender, peach
• Chocolate dessert
• Other chocolates desserts
e.g. chocolate cakes, chocolate mousses, chocolate
cupcakes, chocolate hotpot, chocolate ice-cream
Products

22. • Chocolate baskets and gifts
• Chocolate drinks
• Handmade chocolate drinks
e.g. iced chocolate, mocha, chocolate milk shake
Products

23. •Chocolate Relaxation
•Chocolate massage and facial
•New in Hong Kong market
•Minerals in chocolates are good for bodies
e.g. improves the skin texture, anti-aging
 Suitable for female to enjoy
Services

24. Pricing
• The price of the product contains certain degree of the
raw materials cost and the operation cost, including
employees salary, package cost, rent, utilities, etc.
Products Desserts Drink Hotpot Basket Package Chocolate Message
Price $20-45 $30-40 $98 per $300-450 $35-280 $9-35 $350 per
person person

25. Place

26. Harbour City
• On of the largest shopping mall in Hong Kong
• Located in Tsim Sha Tsui
• Attract almost 300,000 high-spending consumers
to visit
due to convenient access and recognizable
brand name

27. • Playing the video of manufacture process
• Invite the customers
• Monthly themes
• Large event
in winter --- hotpot
 in summer--- chocolate ice-cream
On Valentine‟s Day--- making chocolate workshop
Promotion

28. Milestones
Program Period Description Budget Person in charge
“Choco 7-14 Feb Couples could $ 500 Staff who are
Valentine’s 2012 enjoy the per pair responsible for
” chocolate massage doing massage
together with a
special discount
“Chocolate 1-9 April Launch of the $ Sales Manager
Egg Hunt” 2012 limited edition of 10,000
chocolate eggs and
rabbit-shaped
chocolate

29. “Choco Summer Sells low-fat and $ Sales
Cool” May to low-sugar 20,000 Manager
Aug chocolate ice-
cream and cool
drinks for
customers
“Choco Winter Launch of $ Sales
Warmth” Nov to Jan chocolate hotpot 50,000 Manager
for customers
“Choco Christmas Launch of limited $ Sales
Santa” 1-26 series of Christmas 10,000 Manager
December chocolate in
different shapes,
like Santa Clause,
Christmas Tree,
Deer

30. Budget
Item Expected expense Details
Rent $ 200,000 per
month
Wages $ 9,800 per general Staff:
staff 2 for waiters
$ 10,000 for sales 2 for chocolate
manager factory
2 for beauty
treatment
1 Sales manager
Raw Material $ 200,000 Coca beans from
(Included South America
transportation cost)

31. Tools and $ 500,000 All tools and
Equipment equipments used
for making
chocolates
Furniture $ 100,000
Promotions $ 300,000 Includes all
advertisement cost
Program $ 200,000/program Includes all the
expenses of each
program, depends
on its length and
scale
Decoration and $ 100,000 Includes all the
Package decorations and
packages for the
chocolates

32. • Marketing control
=a process for organization to monitor the proposed marketing
plans and adjusting when the actual performance against the
expectations
Strategic Annual Profitability Efficiency
control plan control control control
Marketing control

33. • Efficiency control concentrates on evaluating whether
marketing activities can accomplish the marketing goals will
be used
And three techniqueswill be used
ongoing
research
keeping
ongoing
tabs on
testing
promotion

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Reference

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Reference