the powerpoint slides of our marketing business. Western Bakery cafe - Foyer cafe

1. HTM 2121
TOURISM AND HOSPITALITY
MARKETING
Leung Sin Ka 11311595D
Yu Siu Kwan 11309352D
Chio Chi Hang 11292204D
Tse Wai Tsz 11560531D
Clara EY Kim 11581460D

2. Western Bakery cafe
FOYER
CAFÉ

3. Content Page
Target customer analysis
Business concept
Marketing Mix Sales Forecast
Expense Forecast
People
Process
Physical Environment
Implementation Milestone
Marketing Control

4. Target Customer Analysis
Students
Undergraduates
Young working adults
around Tsim Sha Tsui East

5. Business Concept
• Location : Tsim Sha Tsui East, Cameron Road.

6. Business Concept
• Operation hours:
• From Monday to Thursday
• ( 12nn – 9pm)
• From Friday to Sunday
• ( 12nn – 11pm)

7. Business Concept
• Mission:
•We are the second homes to
our customers

8. Business Concept
Our products:
• - Low fat
• - Sugar free
• - Non dairy
• - Nutritious
• All products are
available both take-
away and dine-in

9. Business Concept
Our style and atmosphere:
• - Home feeling
• - Comfortable setting
(second storey)
e.g. sofa, couch, chaise
longue ,etc.
Special service:
• - Customer can reheat their
food themselves

10. Marketing Mix - Product
Our menu …
• Emphasize healthy eating &
healthy living
• Offer new menu items monthly
• Friendly & quick
customer service

11. Marketing Mix - Pricing
• Price our products at the low end of price for fresh goods
• We will competitively priced lower than our competitors

12. Marketing Mix - Place
• located at Tsim Sha Tsui East , Cameron Road which near The
Hong Kong Polytechnic University, Secondary Schools, Shopping
Centre and Commercial Buildings.

13. Marketing Mix - Promotion
Website and Web
Pre-opening Word-of-mouth
communications
•Opening party •Establish booth •Create a website
•Free tasting in PolyU
•Membership

14. People
Maximum : 3-5 employees
- enhance sense of “home-feeling”
Full-time employees: middle-aged
- respond to the HKSAR’s
Employment Programme for the
Middle – aged Scheme

15. Process
• Provides customers sense of
home – feeling
• Take -away : self -service
• Dining: half self- service
- reheat their bakery items in the
provided microwave themselves;
- issued with an electronic device
when purchasing beverage

16. Physical Environment
• The café is separated into two parts:
• One includes sofas and one-man-tea-
tables only (inner corner of the café
area)
• can be turned into a mini-party place
• Another one consists of tables and
chairs sets(available to move)

17. Implementation milestone
Milestones Start Date End Date Budget Who is How to evaluate?
responsible?
Advertising (quarter (1) 5 days before the (1) 1 day after official HKD 6,188/time Manager of Foyer The number of visitor
page on a teenage official opening opening café present with the
magazine) (2) first day of the (2) Seventh day of the advertisement.
month month
Trade Show at The First day of school A week after school ~ HKD 20,000 Manager and staff The number bread sold
Hong Kong reopen reopen of Foyer café and membership
Polytechnic application.
University
Buy one get one free First day of official 1 week after official ~HKD 10,000 Staff The number of sales
promotion opening opening during that time period
Theme Promotion - Two weeks before 2 days after the festivals ~ HKD Manager and Chef The numbers of season
Festival promotion any significant 20,000/festival items sold.
(Chinese New year, festivals
Christmas Day,
Easter Day etc.)
Introduction of new First day of every Last day of the month ~HKD Chef The popularity of new
products month 5,000/month products

18. Marketing Control
• Aims to respond and address emerging problems.
Sales volume
Resources cost
Market Share

19. Marketing Control – Sales Volume
Standard (not fall below 83.3% sales)
• 1st Quarter: $ 25,000
• 2nd Quarter: $ 74,900
Strategies
• We will issue Coupons and incentives
• We will survey our customers for improvements

20. Sales forecast
80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0
Take – away service Dine – in service

21. Expense Forecast
25,000
20,000
15,000
10,000
5,000
0
Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug
Magazine Advertisements(HKD) Festival promotion(HKD)
Flyers – 200 pieces(HKD)

22. Marketing Control – Resources cost
Standard
• Maximum %: 30% of Sales
Strategy
• establish electronic system
- strict monitoring
• calculate the costs of products(review it monthly)
• establish network with supplier
• switch to other comparable supplier when total costs exceed the
standard
- supplier with the most significant increases in costs: change first

23. Marketing Control – Market share
Standard
• Share of mind:
• - 1st Yr : 10%
• - 2nd Yr: 11% Consistent increase: 1% / Yr
• - 3rd Yr: 12%
• Until up to 20% (within 10 Yrs)
Strategy
• Continue to differentiate ourselves:
offering great tasting, healthy food with low cost , high service
• Regular marketing survey – understand the change in customers’
demand and wants

24. THANK
YOU