HTM 2121 TOURISM AND HOSPITALITY MARKETING

An F&B outlet in TST East

Lau Yan Yu Yammy 11328194D

Sin Kai Ho Alan11207071D

Tam Ho Leung Anthony1102775D

Wong Yuk Fung Sandy 11195185D

1)Executive summary2)External environmental analysis3)Opportunities an threats4)Objectives5)Target market6)Marketing mix strategies and programs7)Implementation milestone8)Marketing budget9)Marketing controls

Our flow

Executive summary

To outline the strategies and programs used in the opening of café in TST East

External Environmental Analysis

Demographic trends(TST East)• Size of population 320,600

• Median age 40.8 More than 70% ranges within 15-64

• Gender Female 53.4% > 46.6% Male (2010)

• Changes of population size raised by 12.5% by 2019 (highest population growth rate) take up 4% of population in HK

Demographic trends (cont’d)

Economic TrendsSteady growth of Hong Kong local Economy

Source from HK Tourism Board statistics review 2010

*GDP of HK keeps increasing in the following years

Economic Trends (cont’d)

Steady growth in local tourism economy

*Increasing number of tourists to HK

*Increasing revenue earned in tourism industry in HK

Willing to spend

Economic Trends (cont’d)Willingness to spend on meals outside hotel

HKTB statistic result 2010

* Significant increase in tourist spending on dinning

Economic Trends (cont’d)

High purchasing power of target customers

• As indicated by income level

median monthly domestic household income of Hong Kong (2010) : $18000

• As indicated by usage of credit card

Supply Active service providers : Standard Chartered, HSBC

Demand majority of Hong Kong people own credit cards use their credit card more than once / month

PoliticalSeveral licenses and regulations under the shop’s operation under the law: • Office-insurance-Plan• Business Registration Certificate

For maintaining the business under a legal condition• General Restaurant License

For selling of general food items such as• Frozen Confection Factory License

For selling of frozen items such as Ice-cream• Liquor Licensing

Political(con’t)For selling of alcoholic beverages• Hazard analysis and critical control

points(HACCP)• To ensure food production procedure is

followed in established standard

Fire Safety (Commercial Premises) Ordinance• Necessary for emergency uses such as

smoke doors• The licenses and regulations takes 8 to 10

weeks due to the departmental checking and staffs referrals.

SWOT AnalysisStrength• has a special theme.

• not providing foods and beverages but mainly selling the atmosphere by displaying lovely, cool and creative local brands.

• Teenagers can be easily attracted by our theme because teens like fashionable products.

SWOT Analysis(con’t)

Weakness: • Financial issue should be our

biggest challenge

• We are a new and immature shop very difficult to invite many investors for our shop in a short period in order to collect sufficient money

SWOT Analysis(con’t)

Opportunities: • lower price by comparing to other

café shop in TsimShaTsui East. attract more teens

• Take CaffeHabitu for example; according to the menu of CaffeHabitu from the website, the average cost per dish of CaffeHabitu is$111

SWOT Analysis(con’t)Threats: • There are more than the café shops in

Tsim Sha Tsui East.

• Take Caffe Habitu for example, is enjoying a first-mover advantage in the local cyber-cafe market.

• There are also some additional competitors are on the horizon, and we need to prepare a lot before entering into the market.

Objectives

Mission• To operate a theme and ambience café.

Considering the theme of our café

• To make it be a small museum, displaying local brand and self-designed fashion products

• To bring our local brand as well as local culture to our foreign tourists

• To promote creative industry in Hong Kong by increasing exposure of the local brand product.

Objectives(con’t)

Marketing Objective:

The café’s marketing objectives for the first year of operation include:• An annual growth of sales for 10%.

• Create brand recognition for TST residents.

• Maintain a group of loyal customers.

• An annual growth of customers for 20%.

Target marketMarket Segmentation: • To differentiate the potential customers

• To figure out the most profitable and feasible market segment, so as to rivet the resource on it.

Demographic (Age)

Target market(con’t)

Target market(con’t)

Market PositioningThe process of positioning provides customers with a prescribed image of the product.

It involves specific marketing mix programs• Product,• Price,• Place ,• Promotionto create the desired perception of the product.

Market Positioning---Product

Food and Beverage• Cheese Cake, • Lemon Cake, • Baked Soufflé (Chocolate, Lemon,

Rose) • Caesar Salad, • Wild Mushroom Soup, • Spring Chicken, • Smoked Salmon,• Four Cheeses pizza,• Marguerite pizza, • Coffee or Tea or Wine.

Market Positioning---ProductServices /Themesmall exhibition : provide a venue with free of charge for displaying some local brands.

Designers: (1)designers from Hong Kong Polytechnic University School of Design which is very famous in Hong Kong• Clothing• Accessories

(2) Maya from AVENUES Company• Shoes• Handbags • Accessories

Our café shop sales the atmosphere by showing lovely, cool and creative local brands.

Market Positioning( Price)

Competition-based pricing will be the pricing strategy for the café.

Market Positioning(Place)

Market Positioning(Promotion)

Our shop will use • Magazine

• Coupon

• Radio

• Homepage

• Facebook

• Showroom

• Discount

Budgeting

Food cost Fixed cost

Coffee Labor Cost

Cheese Cake Rental Cost

Soufflé Utilities

Smoked Salmon

Promotion cost

Spring Chicken

Example of fixed and food cost

Marketing Controls• objective of the café is accomplished: create an

unique, trendy, relaxing atmosphere that will differentiate us from other local coffee shops in Tsim Sha Tsui East.

• Ongoing controls have to be taken on the effectiveness of promotion tools.

• If promotion out of track, adjust our strategy on promotion -changing our channel on advertisement -quit from the channel.