The document proposes opening a chocolate shop in Hong Kong that specializes in organic and healthy chocolates. It will target middle-to-upper class females aged 20-40 interested in beauty and health. The shop will sell handmade chocolates with low sugar and fat, as well as chocolate masks. It will be located in Central for accessibility. Sales are projected to start low but increase over time through promotions, workshops, and seasonal demand around festivals.

1. Fantaisie
au chocolat

2. Objectives
 Run a median-class chocolate shop
Emphasize on providing high quality and
healthy organic chocolate to customers.
Develop a new milestone of choco-
cosmetology.

3. Mission
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F8&feature=youtu.be

4. SWOT
Opportunities Threats
• Not well developed organic chocolate • Chocolates are not necessities
market in Hong Kong
- Occupied a relatively high market • Limited knowledge about organic
share in local organic market chocolate of public
- Low competition of raw materials
• The concept ‘chocolate is fat and
• Traditions of eating chocolates during unhealthy’ is deep-rooted in public’s
special festivals mind
- Valentine’s Day
- Easter • Gradually increase of price of raw
materials
• High purchasing power of target
customer • Insufficient supply of organic cocoa
• Strong desire of skincare products • Old famous chocolate
brands(Godiva, Lucullus, Leonidas, etc.
• Development of technology and media ) have share of mind when people talk
about chocolate

5. Analyze of our target
customers

6. The needs of our company serving
• Customers nowadays pay more attention to
issue of health
Produce healthy and organic chocolate
• Market of healthy and organic chocolate is not
well-developed and competitive in Hong Kong
 occupy large market share in the organic
chocolate market

7. Our target customers
• Middle to upper class • Upper to middle
Females class households
• Aged 20-40 • 1-2 children with
• Interested in and willing their parents or
to spend on beauty and single parent
healthy product • Interested in healthy
and organic food

8. When, where, how and how often do
our customers buy and why?
Where
• High purchasing power interested in
shopping on some mega shopping mall
• Majority of our target customers work
on the Wan Chai and central
• Go to our shop and purchase some
products after getting off their work

9. How
• Walk in
• Order chocolate via the phone, email
or our official website
• Pay by paypal, credit card or other
e-payment methods

10. 4P

11. Products

12. Chocolates
• Fresh and healthy
• Handmade
• Low saturated fat and low sugar
• Raw materials from Europe and cocoa
from Ghana

13. Types of chocolates
Three types of packages: gifts, snacks and
hampers
Special flavor: flower tea and swallow’s nest
Limited edition: Fresh Strawberries filled with
dark chocolate butter cream

14. Chocolate masks
• two types of mask
• beautiful skin: suitable for youngsters , it
incorporates milk chocolate, vitamin C and honey
• women wonder: suitable for women, it
incorporates cranberry seed oil and black
raspberry
• Masks are needed to purchase in two days
advance

15. Workshops
 provision of high quality of chocolate melt, fruits and
nuts,
 customers can enjoy the process of mixing the flavor
chocolates according to their preference.
 The type of chocolates we teach will be matched with
the seasons.
 $120 per lesson
 1 lesson per week.

16. Price

17. Chocolate treats
-$12 for one piece of chocolate
-$15 for special flavor of chocolates
-Strawberry limited edition: $50 per packages
Chocolate small gift: $120
A larger size of gift box: $240
Hamper: $350
Chocolate mask:$200 per 2oog of mask

18. Price
• A bit higher than the medium level
• Reasons behind such price setting
-high production cost
-high promotion cost
-price represents our image
-saturated market of luxurious chocolate
*To gain a balance between these factors

19. Place
• Locates on 32 Lyndhurst Terrace, Central.
• Reasons of choosing this place
• High number of our targeted customers
• Near Lan Kwai Fong

20. Promotion
• Purchase up to $100 chocolate masks
testers will be given
• Develop VIP system
• (a) enjoy a 10% off of all the products in our
shop.
(b) enjoy an extra 20% off discount during
their birthday month
(c) join our ‘Stamp collection scheme’

21. Promotion
• Mega sale on two days before the expiry date
of the chocolate
• -let our customers to enjoy a low-price
chocolate
-to sell all our stocks out.

22. Promotion
• Give out chocolates to orphans in
Christmas ,Children’s Day and Easter
• To fulfill our social responsibility and to make
them feel they are being loved

23. Sales forecast
At the beginning(Jan-Mar): low sales due to newly operation
Continue to increase as it gains more recognition
Drop sharply on June : no festival workshops, no festival to boost
the consumers’ demand

24. • Increase sharply on July: People have more spare time to
join the workshop
• Continued to increase from Nov to Dec:
• Dry weather increase the demand of mask and
• The coming of Christmas increase the demand of
chocolates