Download - HTM2121 SEM005 Group D: Marketing Plan
![Page 1: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/1.jpg)
DESSERT ICON
HTM2121TOURISM & HOSPITALITY MARKETING
MARKETING PLAN
Group DChau Yuen Ching, Pinky
11324653DChu Sing Lung, Michael
11248792DWong Wai Yin, Roy 11090628D
Yiu Ka Yee, Artemis 11083736D
![Page 2: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/2.jpg)
1. Business Concept2. External Environment analysis:
Opportunity and Threats3. Target Market4. Positioning and Marketing Mix (4P)5. Implementation milestone6. Marketing Budget7. Marketing Controls
Presentation Flow
![Page 3: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/3.jpg)
To promote healthy eating habit
Business Concept
Hong Kong Style Dessert
Mission
To provide a place for relaxing and gathering
![Page 4: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/4.jpg)
Business Concept
Resources
Employees
- Provide quality customer service
- Finish food production by cooperating with their colleagues
- Trainings will be provided
Owners
- Is also managers- Manage a team- Enhance the morale of
staff- Minimize turnover rate- Control budget- Design menu - Launch promotion
![Page 5: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/5.jpg)
Objectives
Break even after 6-month operation
Gain 5% return on investment after 1 year
Business Concept
![Page 6: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/6.jpg)
Micro-environment
Supplier
Existing Competitors
Marketing Intermediarie
s
Publics
Customers
Opportunity Threat
External environmental analysis: Opportunities & Threats
![Page 7: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/7.jpg)
External environmental analysis: Opportunities & Threats
Macro-environment
Demographic
Technological
Political
Economic
Cultural
Opportunity Threat
![Page 8: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/8.jpg)
Students
Hong Kong Polytechnic University• 25000 students
Hong Kong Community College• 7000 students
Both HKDSE & A-Level Students
Target Market
![Page 9: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/9.jpg)
Tourists
Attractions in Tsim Sha Tsui (TST) Avenue of Stars The Clock Tower
Hotels in TST East Kowloon Shangri-La The Royal Garden Regal Kowloon Hotel Hong Kong InterContinental Grand Stanford Hong Kong Hotel Nikko Hong Kong Hotel ICON
Target Market
![Page 10: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/10.jpg)
The large of variety of desserts
Relaxing and comfortable environment
Acceptable food taste and affordable price
POSITIONING
![Page 11: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/11.jpg)
Divided into seven categories
PRODUCTS
Chinese Style DessertTofu PuddingBlack GlutinousSmall Ball-CrushedChinese CakesSagoGrass Jelly
Over Fifty Kinds of Desserts
![Page 12: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/12.jpg)
Target profit pricing
PRICING
aims to gain 5% return on capital after 1-year operation
Break-even analysis: Total Revenue = total Costs
When selling price > $32 return on investment
Average selling price = $32
![Page 13: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/13.jpg)
Shop 44B, G/F, Harbour Crystal Centre, 100 Granville Road, Tsim Sha Tsui
PLACE
Was a dessert house before
near The Hong KongPolytechnic University
many restaurants nearby
near Hung Hom MTR station
![Page 14: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/14.jpg)
Offer 5% discount off to the students of Poly U
Distribute fly sheets on the bridge outside the main entrance of Poly U
Ask for comments of customers and encourage them to give ratings on the Internet
Doing media interviews
PROMOTION
![Page 15: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/15.jpg)
Milestone Start Time
End Time
Budget
Who is responsibl
e?
How to evaluate
?
1st April 31st March
--- Manager and chef
Assessment by the
Department of Health
2 QualityTourismServices
1st April 31st March
HKD 5000
Manager Assessment by the
restaurant itself and
QTSA
3 Festivals Promotion Chinese New year Valentine’s Day Mid-Autumn
Festival Halloween Christmas
Depends
Depends
HKD 1000
Chef Sales volume and customers’ feedback
IMPLEMENTATION MILESTONE
![Page 16: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/16.jpg)
COST ANALYSIS
MARKETING BUDGET
56%($100,000
)
39%($70000)
1%($1000)
1%($2450)3%($5170)
INITIAL COSTS FOR BUSINESS
Decoration Equipment and Fixture Insurance Business License Restaurant License
![Page 17: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/17.jpg)
MARKETING BUDGET
52%($60000)36%
($41975)
4%($5000)
4%($5000)3%($3000)1%($420)0%($300)
FIXED COST ANALYSIS Salaries
Rent
Water rate
Electricity
Gas Bill
Depreciation expense
Sundry expense
COST ANALYSIS
![Page 18: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/18.jpg)
Items Cost (HKD)
Raw materials 40,000
Total 40,000
MARKETING BUDGETCOST ANALYSIS
VARIABLE COST ANALYSIS
![Page 19: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/19.jpg)
How much is needed to cover the fixed costs, prepayment and variable costs for the first month?
HK$ 500,000
MARKETING BUDGETCOST ANALYSIS
Cost estimation is based on:- Websites of service providers - Personal experience of the owners of dessert
houses in Hung Hom
Because of the budget constrain,
the highest food cost is set to be HK$ 60,000
![Page 20: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/20.jpg)
4 5 6 7 8 9 10 11 12 1 2 30
50000
100000
150000
200000
250000
SALES REVENUE
MARKETING BUDGET
Month
HKD
SALES FORECAST
![Page 21: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/21.jpg)
Sales volume of Dessert Icon would be affected by:
New opening of the business
Seasonal and festival promotion
The amount of target customers
MARKETING BUDGETSALES FORECAST
![Page 22: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/22.jpg)
MARKETING EXPENSE FORECAST
MARKETING BUDGET
84%($15000)
14%($2400
)
2%($360)
MARKETING EXPENSES
Print Ad
Flyers
Internet
1 4 7 10 130
1
2
3
4
MAKETING EXPENSES
% in Sales
Month
The marketing expenses must be below 5% of its sales revenue in each month, in order to minimize the cost because of a tight budget in the first year.
![Page 23: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/23.jpg)
BREAK-EVEN ANALYSIS
MARKETING BUDGET
Average price of dessert served: HK$ 32Average variable cost of dessert served: (HK$ 40000X12)/70260 = HK$ 7Total fixed cost: HK$1406420
Monthly Break-even point = 1406420/(32-7)= 56257Daily Break-even point = 56257 / 365 = 155
Sell at least 155 desserts per day
![Page 24: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/24.jpg)
PAYBACK PERIOD ANALYISIS
MARKETING BUDGET
Total fixed cost : HK$ 178,620Month 4 5 6 7 8 9 10 11 12 1 2 3 Total
Profit/ (Loss)
11250
14075
16575
32825
51575
45325
36575
29075
43325
22825
19575
27075
350075
Payback period of Dessert Icon: 6.20 months
Capital return in first year : 8.2%
![Page 25: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/25.jpg)
Marketing Controls
Activity Frequency
Profit Control Sales Analysis Monthly
Efficiency Control Evaluation with Employees
Service Quality Assessment
Weekly
Strategic Control
Contingency Planning When Necessary
MARKETING CONTROLS
![Page 26: HTM2121 SEM005 Group D: Marketing Plan](https://reader033.vdocuments.us/reader033/viewer/2022061115/5463f79ab4af9f3f3f8b4740/html5/thumbnails/26.jpg)
DESSERT ICON
Marketing strategies Availability of target customers in the region
A promising business
It is hoped that investments could be provided to carry out the business