This marketing plan summarizes strategies for a new café called Café Time in East TST. It includes an analysis of opportunities and threats in the local market. The plan targets students through promotional discounts and free WiFi. Marketing strategies utilize location, product variety, and social media to attract customers and increase repeat visits. Implementation and budgets are outlined to track performance over the first year.

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. Rundown
2
 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. Executive Summary
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- 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. Mission Statement
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“ Strive to provide the highest quality
dining environment to guests and
delight every one of them”

5. Micro-Environment Analysis
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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. Macro-Environment Analysis
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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. SWOT Analysis
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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. Marketing Objectives
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 Increase repeat customers by 20% per year.
 Decrease customer acquisition costs by 5% per
year.
 Maintain positive, steady growth each month

9. Target Customers
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 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. Financial Objectives
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 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. Competitor Analysis
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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. Marketing Mix Strategies and Programs
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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. Marketing Mix Strategies and Programs
13
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. Marketing Mix Strategies and Programs
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Place
Location South Sea Centre
Marketing intermediaries Internet

15. Marketing Mix Strategies and Programs
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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. 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. Marketing Budget
17

18. Sales Forecast (Monthly)
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Sales Forecast (Monthly)
Consumer market Sales amount
Businessmen 48000
Students 80000
Tourists 4000
Total 132000

19. Marketing Controls
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 Week- by-week schedules
 Observing :The sales volume
The number of people visiting the
website
The number of people using those
print-outs