HTM 2121 TOURISM AND HOSPITALITY

MARKETING Group Project

Food and beverage operation in TST East Molecular Gastronomy Bar

Tomorrow’s Bar Candy Ma 11076006DMatthew Ng 11186013DIda Hung 11010000DYvonne Chan 11072109D

Overview

 

External Environmental 

Analysis 

Opportunity and Threats

Internal Environment 

Analysis

Target Market Analysis

Marketing Mix Strategies and 

Programs 

Implementation milestone 

Marketing budget 

Marketing controls 

External Environmental Analysis Demographic 

trends

Technological trends

Political-legal trends

Ecological trends

Economic trends

Demographic trends

aged15-35 half of total HK population

total of 17,032 population in TST East in which 79.5% of them is aged between

15 to 64

median monthly domestic household income is HK$ 21,000.

Census and Statistics Department of The Government of the Hong Kong Special Administrative Region. (2012). Table: Summary Statistics of Constituency Areas in Yau Tsim Mong District, 2006.

Ecological trends

Cathy. (2009). Food waste in restaurant. Retrieved from http://www.greenecoservices.com/food-waste-in-restaurants/

Food supply will not be able to meet

demand by 2050

food waste issue :50 tons waste/year

Economic trendsGDP of Hong Kong for the increased 3% in 4th

quarter of 2011

Consumer Price Index (CPI), the overall consumer prices raised by 6.1% in January 2012

>40% of households in HK. medium and high expenditure ranges, increased 6.3% and 6.4% respectively

Census and Statistics Department of The Government of the HKSAP. (2012). Table 200: Selected Industry Averages and Analytical Ratios in the Industry Sections of Import/Export, Wholesale and Retail Trades, and Accommodations and Food Services.

Technological trends

Internet users (per 100 people) in Hong 

Kong was last reported at 69.26 in 

2010

spend 70% discretionary 

expenditure on leisure

Introduce new cuisines on a regular basis, observe customers’ 

eating habit, discover new target customers

Kattiyapornpong, P. (2009). Profiling Generation Y- Where do they travel. Journal of Travel Research. (3-6)

Political-legal trends

Apply Declaration through the Department of Food and

Environmental Hygiene (DFEH)

Apply Liquor Licence and Club Liquor Licence Liquor Licence

from the Liquor Licensing Board (LLB)

Amended Smoking (Public Health Ordinance (Cap.

371)

Centre for Food Safety (2012), Food and Environmental Hygiene Department, HKSAR, Part V of the Public Health and Municipal Services Ordinance (Cap. 132).

Competitors•Similar products and service•Same customers

Bo Innovation廚魔

•Location: TSTAspasia •The Krug Room•Caprice

Other Competitors

Aspasia. (2010). Retrieved fromhttp://www.tripadvisor.com/Restaurant_Review-g294217-d918027-Reviews-Aspasia-Hong_Kong.html

Opportunity and Threat

Opportunity

•Increased conscious in the trend of Molecular Gastronomy•Increasing Income of GDP•Increasing concern of food shortage

Threat•Lack of technology in HK

•Various competitors

Internal Environment Analysis

Tomorrow’s Bar

Mission

Objective

Resources

Mission

Theme•a cross-cultural of Molecular Gastronomy with Eastern and Western style.•located in TST East

Target Customer

•white-collars•aged 18-35

Opening hours

•from 11:30a.m. to 15:00p.m•7:30p.m. to 3:00a.m•Everyday

Tomorrow’s Bar

Objective

Short-term•To establish positive public image within 1-3 years in HK.•To gain a year-on-year 10% sales during first five years.•To increase market share by 15% after 3 years.•To retain 5% of the customers/year.

Long-term•To become the famous superior restaurant in Hong Kong in the coming 10 years.•To develop a good public relation with the customers in the society within 10 years.

Performance-maximizing objective

•expected to be market-stimulated with a high degree of uncertainty about their ultimate market potential.•emphasizing unique products and services to increase its competitive advantages and to enlarge its market share

Resources

Human Resources

Top ChefsTalented ManagersTraining courses for employees

Morale

• Non-monetary reward

• Keep in high level

Capital and Machine

Obtain bank loanMaintained regularlyMonitored raw material

Target Market Analysis

Target customers

•Aged 18-35•White-collar employees•In TST East

Characteristics of customers

•Non-pecuniary rewards•35% motivated by social needs•Join club or bar

Needs•Facing huge work pressure•Want to relax after work

 Marketing Mix Strategies Positioning

Creative and innovative

Advanced techonology

Middle class business man as target customers

4Ps

Marketing Mix Strategies 

Price

ProductPlace

Promotion

Price

Method

• Price range is set between HK$200 to HK$500 per dish, which is higher than ordinary food• Send a message to prestige-conscious consumers• Continue to associate these values with the product

Strategy

• Planned to implement market skimming as its pricing approach• Recoup the investment involved in product development

Product

Place

Location

•TST East•Upper floor

Decoration

•Relaxing•Comfortable•dim lights •candles on table

Private Rooms

•rectangular form•grid pattern •side by side with sofa and cushions •home-away-from-home sense of feelings

Promotion

Promotion

Advertising

TV Programme

•Invite several famous gourmets (e.g. Tao Tao) to taste through Television programmes•will be broadcasted at night period

Mobile application 

•providing the bar’s menu, transportation information and special offers•Game: creating new forms of molecular gastronomy by users

Websites •official website in multiple languages•FaceBook•Yahoo! and Googles

Public Relations

Promotional event

• Planned to hold a public event in the plaza• Demonstrate the cooking process of various types of dishes and audiences will be invited to taste the dishes • Provide the theme night every Friday

Teaching class 

• The first 100 customers will be invited to a teaching class• The Chef Executive of bar will teach them• Making the unique style and taste of dishes

Sales Promotion

Sales Promotion

• Provide VIP cards• Consume more than $1500 in bar• Enjoy 85% discount off• First 100 customers can get the VIP card for free

Implementation Milestones Milestones Start date End date Budget Who is

responsible?How to evaluate?

Decorating 1/1 31/3 $750000- 1000000 Person in charge Inspection on every week

Recruiting staffs 3/3 17/3 $10000-15000 HR manager Hold the recruitment day

Training 15/3 1/5 $30000-45000 Training department

Work rules test and role play before the opening

TV programme 1/5 31/11 $28888 x 6 = $173328

Marketing department

Compile statistics of customers a week after the programme released

Mobile application 1/6 31/12 $6000-10000 Marketing department

Compile statistics of downloading rate from the system

Printed advertisements

1/6 31/12 $8000 x 6 =$48000

Marketing department

Questionnaire

Promotional event 1/7,1/8,1/9each month

31/7,31/830/9 etc.

$50000-70000 Marketing department

Questionnaire

Teaching Class 11/7 18/7 $9000-12000 Marketing department

The popularity from the joining number

Market evaluation 1/8 31/8 $1500/report Marketing department

Questionnaire

Market research 1/10 31/10 $2000/survey R & D department

Analyze the factors related to the business operation

Marketing budget 

• Sales forecast:First 10 months the growth slow because of low brand.In year 2, we expect our sales volume will increase further as we should have gradually developed .

25%

2%

15%

30%

20%

6% 2%

Expenses Distribution

Empolyees salaries

Maintainers expenses

Promotion expenses

Food & Baverage expenses

TST East rental fee

Operational expenses

sundries

Expenses DistributionEmployees salaries 25%

Maintainers expenses 2%

Promotion expenses 15%

Food & Beverage expenses 30%

TST East rental fee 20%

Operational expenses 6%

sundries 2%

Marketing controls

External•Brand name:1) collect the opinions 2) questionnaires will be conducted half yearly3) professional marketer will be hired •Financial measures1)professional auditing company •2)cash flow will be monitored every month

Internal•organize a weekly meeting •food safety supervision •menu of the meal have to change every 3-4 months•he quality of the food•e advanced knowledge about the meal for waiters

Contingency plan

•plan B to adjust the situation•Discount •Set of dinner

Reference list• Arboleya, J. C., Aduriz, A., Lasa, D., Vergara, J., Duch, A., Olabarrieta, I., et al. (2007). Oral presentation. 2nd International symposium on delivery of

functionality in complex food systems. University of Massachusetts. Amherst. USA. From the chef's mind to the dish: How a scientific approach can help to make the way easier.

• • Aspasia. (2010). Retrieved from http://www.tripadvisor.com/Restaurant_Review-g294217-d918027-Reviews-Aspasia-Hong_Kong.html• • Bo Innovation. (n.d.). Retrieved from http://www.boinnovation.com/html/restaurant.php• • Caprice. (n.d.). Retrieved from http://www.dianping.com/shop/2198821

• Cathy. (2009). Food waste in restaurant. Retrieved from http://www.greenecoservices.com/food-waste-in-restaurants/

• Centre for Food Safety (2012), Food and Environmental Hygiene Department, HKSAR, Part V of the Public Health and Municipal Services Ordinance (Cap. 132). Retrieved form:http://www.cfs.gov.hk/english/food_leg/food_leg_list.html#part5

• C.J. Reissig.& E.C. Strain. & R.R. Griffiths. (2009). Caffeinated energy drinks—A growing problem. Drug and Alcohol Dependence. 99. (1–10).• • Census and Statistics Department of The Government of the Hong Kong Special Administrative Region. (2012). Table 200: Selected Industry Averages and

Analytical Ratios in the Industry Sections of Import/Export, Wholesale and Retail Trades, and Accommodations and Food Services. Retrieved from http://www.censtatd.gov.hk/hong_kong_statistics/statistical_tables/index_tc.jsp?charsetID=2&tableID=200&subjectID=

• • Census and Statistics Department of The Government of the Hong Kong Special Administrative Region. (2012). Table: Summary Statistics of Constituency

Areas in Yau Tsim Mong District, 2006. Retrieved from • http://www.censtatd.gov.hk/hong_kong_statistics/statistical_tables/index_tc.jsp?charsetID=2&tableID=174&subjectID=• • Cuisine Innovation (2012) website. Retrieved from: http://www.cuisine-innovation.fr/php_creations/cuisine-innovation/cms/content/view/14/46/lang,en/•

• Guide on Types of Licences Required (2012), Food and Environmental Hygiene Department, Ordinance (Cap. 371).Retrieved form:http://www.fehd.gov.hk/english/licensing/Guide_on_Types_of_Licences_Required.html

• H. McGee. (2004). On food and cooking: The science and lore of the kitchen, (2nd ed.)Scribner, New York.• • Janthima Kaewpradab. (2006). Bangkok: Huacheaw Chalermprakiert University. Photocopied. The Relationship between Job Satisfaction and the

Organizational Commitment of Employees, M.B.A. (Business Aministration).• • Kattiyapornpong, P. (2009). Profiling Generation Y- Where do they travel. Journal of Travel Research. (3-6)• • Line Holler Mielby & Michael Bom Frøst. (2010). 「 Expectations and surprise in a molecular gastronomic meal」 . Food Quality and Preference. 21.

(213–224).

• N. Kurti. (1969).The physicist in the kitchen, Proceedings of the Royal Institution of Great Britain. 42. (451–467).

• Mr John C Tsang. (2010). the Appropriation Bill 2010. Retrieved from: http://www.info.gov.hk/gia/general/201004/21/P201004210173.htm

• New.gov.hk from Hong Kong’s information Services Department (2011), GDP rises 7.2%, Business & Finance, June 20, 2011.Retrieved from: http://archive.news.gov.hk/en/categories/finance/html/2011/06/20110620_192823.shtml

• Roongrawee Saithep. (2008). M.A. (Business English for International Communication). Bangkok: Graduate School, Srinakharinwirot University. A Survey of Motivational Factors of White-Collar and Blue-Collar Employees at Mattel Bangkok Limited. Retrieved from: http://thesis.swu.ac.th/swuthesis/Bus_Eng_Int_Com/Roongrawee_S.pdf

• Tabacco Control office of Department of Health, (2012), Tobacco Control Legislation. Retrieved from: http://www.tco.gov.hk/english/legislation/legislation_sa.html

• The Krug Room. (n.d.). Retrieved from http://food.vpire.com/614/the-krug-room/

• The S. Pellegrino World. (2007). The S. Pellegrino world's 50 best restaurants, Restaurant Magazine.

• Vega. César. & Job Ubbink. (2008). “Molecular gastronomy: a food fad or science supporting innovative cuisine?” Trends in Food Science & Technology 19. (7). (372–382).