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.
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
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
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
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
34. • Allen, L. (2012). Chocolate Fortunes: The battle for the hearts, minds and wallets of China‟s consumers.
The World Financial Review. Retrieved March 5, 2012, from
http://www.worldfinancialreview.com/?p=548
• Allen, L. (2010, September 30). Fighting For China's Chocolate Palate. Forbes. Retrieved March 5, 2012,
from
http://www.forbes.com/2010/09/30/china-chocolate-market-nestle-ferrero-rocher-mars-hershey-markets-
economy-book-excerpt.html
• Bromma, H. (2007). How to Invest in Offshore Real Estate and Pay Little Or No Taxes. McGraw-Hill
Professional: United States of America.
• Census and Statistics Department. ( 2012). 2011 Population Census. Retrieved February 8, 2012, from
http://www.census2011.gov.hk/tc/census-result.html
• City‟super. (2012). Corporate Profile. Retrieved March 2, 2012, from
http://www.citysuper.com.hk/corp_profile.php
• eHow Money. (2012). Five Major Marketing Control Techniques. Retrieved March 15, 2012, from
http://www.ehow.com/list_5999389_five-major-marketing-control-techniques.html
• Godiva Chocolatier Inc. (2010). Godiva Family. Retrieved March 5, 2012, from
http://www.godiva.com.hk/family
• Harbour City. (2012). About Harbour City. Retrieved February 20, 2012, from
http://www.harbourcity.com.hk/home
• IBS Center for Management Research. (2010). Management Control Systems (2nd Edn). ICMR: India.
• Ingredients Network. (2012, January 11). Cocoa prices rise on supply shortage fears. Retrieved February
12, 2012, from http://www.ingredientsnetwork.com/news-content/full/cocoa-prices-rise-on-supply-
shortage-fears
Reference
35. • International cocoa organization. (2010). Impact of El Niño / La Niña weather events on the world cocoa economy. Retrieved
February 18, 2012, from http://www.icco.org/Attachment.aspx?Id=ok570647
• Jean-Paul Hevin. (2012). Profile- Presentation. Retrieved March 4, 2012, from
http://www.jphevin.com.hk/profile.html
• Juneja, R. (2008). The Chocolate Massage-One of natural‟s best kept secrets for beauty and anti-aging. Knol. Retrieved
February 23, 2012, from http://knol.google.com/k/the-chocolate-massage#
• Leonidas. (2007). Leonidas Today-A century of freshness, generosity and tradition. Retrieved March 4, 2012, from
http://www.leonidas.com/pralines?id=137
• Marketing Teacher. (2012). Marketing Controls-Measuring and monitoring the marketing planning process. Retrieved March
10, 2012, from
http://www.marketingteacher.com/lesson-store/lesson-control.html
• Moskvitch, K. (2011, July 5). Printer produces personalized 3D chocolate. BBC. Retrieved February 18, 2012, from
http://www.bbc.co.uk/news/technology-14030720
• Ntiamoah, A & Afrane, G. (2008). Environmental impacts of cocoa production and processing in Ghana: life cycle assessment
approach. Journal of Cleaner Production. 16, 1735-1740.
• Organic Consumers Association. (2009, September 8). Another Reason to Buy Organic Fair Trade Chocolate. Retrieved
February 16, 2012, from http://www.organicconsumers.org/articles/article_19089.cfm
• Organic-nature-news.com. (2011). Organic Chocolate. Retrieved February 21, 2012, from http://www.organic-nature-
news.com/organic-chocolate.html
• Sing Tao Daily. (2011, January 12). 全球最自由經濟體港18連冠. Retrieved February 26, 2012, from
http://hk.news.yahoo.com/%E5%85%A8%E7%90%83%E6%9C%80%E8%87%AA%E7%94%B1%E7%B6%93%E6%BF%9F%
E9%AB%94%E6%B8%AF18%E9%80%A3%E5%86%A0-032000199.html
• Suzhou Gusu General Works of Food Processing Machinery. (2012). Chocolate making equipment. Retrieved February
18, 2012, from http://www.gusujx.com/news_1.asp?id=30
• Wood, A. (2010, March 7). Cocoa cost bites as chocolate prices rise. Sydney Morning Herald. Retrieved February
16, 2012, from
http://www.smh.com.au/national/cocoa-cost-bites-as-chocolate-prices-rise-20100306-ppnd.html
• World Cocoa Production. (2011). ICE Market Overview. Retrieved February 10, 2012, from
https://www.theice.com/publicdocs/ICE_Cocoa_Brochure.pdf
Reference
