Marketing Plan of a New Food and Beverage Operation on PolyU Campus
•
12 j'aime•7,812 vues
Seminar: Tuesday 15:30 Group A
Contenu connexe
Tendances
Tendances (20)
Similaire à Marketing Plan of a New Food and Beverage Operation on PolyU Campus
Similaire à Marketing Plan of a New Food and Beverage Operation on PolyU Campus (20)
Dernier
Dernier (20)
Marketing Plan of a New Food and Beverage Operation on PolyU Campus
- 1. A New Food and Beverage Operation on PolyU Campus Chu Chun Kit, 11092939D Lam Yan Ki, 11017133D Lau Ho Hin, 11050385D Pang Wing Wa, 11196856D Tang Ming Yan, 11202542D SEM003 Group A
- 2. Agenda External Environment Opportunities and Threats Marketing Objectives Target Market Analysis Positioning and Differentiating Marketing Strategies and Programs Implementation Milestones Budget Control
- 4. Demographic target customers are students and staffs on PolyU staffs, 3 505 student s, 2919 3 Simple food that is creatively presented is the key for university students (Kotler,2010)
- 5. Economic environment economic situation unstable and uncertain after the incident of USA Consumer Price Index 10.00% 8.00% 6.00% 4.00% 2.00% 0.00% 2010 2011 Hong Kong Fact sheet more concern and spend less
- 6. Political environment fund supports to small and medium enterprises (SMEs) Consultation Centre New Academic Structure 334 market is larger minimum wage of $28 per hour production cost
- 7. Social –cultural environment inference of Japanese culture “Slim” culture Japanese food is nutritious but low calories and fat in content
- 8. technology New packaging technology Connecting to potential customers through internet
- 9. Natural environment increasing concern about the environment protection price in natural resources
- 10. Opportunities Students enjoy fast food and love Japanese food double in size in the new Year 1 students in 2012 (New Academic Structure 334)
- 11. Opportunities global economic down turn we provide sushi at low price some supports to SMEs such as financial fund and consultation services increasing popularity of Japanese culture
- 12. Threats prefer good environment and high quality food friend-gathering” experience and like to relax
- 13. Threats minimum wage leads to increase in production cost plastic for packing might accused of damaging environment
- 14. Competitors Competitors Inside Outside HKPU HKPU
- 15. Competitors Competitors Inside Outside HKPU HKPU
- 16. Competitors – inside HKPU Total 10 canteens, restaurants and café
- 17. Competitors – inside HKPU Price Strength Proximity to HKPU Food Hygiene
- 18. Competitors – inside HKPU Price lunch sets : $ 25-30 crucial ∵ students have low purchasing power Proximity to HKPU attract students and staffs with short meal break Food Hygiene undergone Food Premise and Inspection and Food Sample Tests safe and clean to eat
- 19. Competitors – inside HKPU Over- crowded Weaknesses Few food varieties
- 20. Competitors – inside HKPU Over-crowded from 12:00 to14:00 unfavourable to the students with short lunch time Few food varieties 78.8% of students + 75% of staffs survey by the Catering Committee, HKPU
- 21. Competitors Competitors Inside Outside HKPU HKPU
- 22. Competitors – outside HKPU
- 23. Competitors – outside HKPU High quality Japanese Food Strength Good services Environment
- 24. Competitors – outside HKPU High quality Japanese food - sushi, ramen, tempura, shabushabu, and other fried foods creating lasting relationship - cook when order fresh Environment high-class, comfortable and clean professional
- 25. Competitors – outside HKPU Services - self serive: sushi on conveyor belt (co-production) obtain freely - non-self-service: order fresh
- 26. Competitors – outside HKPU Over- crowded Weaknesses Expensive
- 27. Competitors – outside HKPU Over-crowded - high rental cost small area - customers from office and HKPU, tourists Expensive - sushi: >$9/portion - meal sets: >$40 - $10-$15 higher than meals in HKPU
- 28. Marketing Objectives 1. > $2,800,000 in sales by the end of year 1. 2. market share of 50% in POLYU 3. 80% customer awareness of our brand in our target markets 4. return on investment >15% 5. operating profit of over $1 million on sales
- 29. Target Market
- 30. Market Segmentation Generation Segmentation Generation Y Behavioral Segmentation Propensity to have meals in the school campus
- 31. Market Targeting →Generation Y with willingness to have meals in Poly U campus However, they have limited meal-time.
- 32. Market Positioning and Differentiation Positioning “For students and staffs of HKPU who want to have more restaurants in school, our products are sushi and Japanese appetizers that are inexpensive but high quality, and serve with efficiency in the school. “ Differentiation - inexpensive - fast - popular - high quality
- 33. Products Prepackaged sushi Co-production - Customer put their favorite food items in boxes provided - Pass to our employees for the packing process All take away, no dine-in service High quality caterer - Not to sell overnight products - All sushi is made at retail site Strive to provide upscale food in a modest price
- 34. Price Follow cost-plus pricing ∴ simple and guaranteed margin revenue No fixed cost because being a caterer in campus does not require rent Unit cost = Total cost / Expected unit sales = $1,708,158 / 943,000 = $1.8 Aim to earn a 40% mark up on sales Mark up price = Unit cost / (1-desired return on sales) = $1.8/0.6 = $3
- 35. Place Set up a retail site on campus Sell at Che-woo Lui Hotel and Tourism Resource Centre of SHTM Reservation by phone
- 36. Promotion
- 37. Milestones Milestones Start Date End Date Budget / $ Who is How to responsible? evaluate? Advertising posters Early Early 34 Employee Reflected by September September sales volume Early January Mid-January 34 Sending Emails Mid August Late Nil Marketing September Manager Distributing leaflets Early Early 4,000 Employee September September Early January Early January 4,000 Posting core picture Early Early 300 Employee September September Discount periods Early Late October 20,000 Sales Manager September Early January Late February 20,000 Advertising in PolyU Early Early Nil Marketing Life September September Manager Giveaways Early Mid- 10,000 Employees Reflected by September September number of approaches
- 38. Budget 2012-2013 $ Sales 2,829,000 Cost of production (1,131,600) Gross Profit 1,697,400 Marketing and (58,368) Promotion Operation costs (518,190) Net Profit 1,120,842
- 39. Controls 1. Opinion forms 2. Mysterious shopper system 3. Promotional Campaigns 4. Regular talks and evaluation meetings
- 40. THE END