Download - Western bakery cafe group c
Leung Sin Ka 11311595D
Yu Siu Kwan 11309352D
Chio Chi Hang 11292204D
Tse Wai Tsz 11560531D
Clara EY Kim 11581460D
HTM 2121TOURISM AND HOSPITALITY MARKETING
Western Bakery cafe
FOYER CAFÉ
Content PageTarget customer analysis
Business concept
Marketing Mix Sales Forecast
Expense Forecast
People
Process
Physical Environment
Implementation Milestone
Marketing Control
Target Customer Analysis
Students
Undergraduates
Young working adults around Tsim Sha Tsui
East
Business Concept• Location : Tsim Sha Tsui East, Cameron Road.
Business Concept• Operation hours:• From Monday to Thursday• ( 12nn – 9pm)
• From Friday to Sunday• ( 12nn – 11pm)
Business Concept•Mission:
•We are the second homes to our customers
Business ConceptOur products: • - Low fat• - Sugar free• - Non dairy • - Nutritious
• All products are available both take-away and dine-in
Business ConceptOur style and atmosphere: • - Home feeling• - Comfortable setting
(second storey)
e.g. sofa, couch, chaise longue ,etc.
Special service:• - Customer can reheat
their
food themselves
Marketing Mix - ProductOur menu …
• Emphasize healthy eating
& healthy living
• Offer new menu items
monthly
• Friendly & quick
customer service
Marketing Mix - Pricing• Price our products at the low end of price for fresh
goods
• We will competitively priced lower than our competitors
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.
Marketing Mix - PromotionPre-opening
•Opening party•Free tasting
Word-of-mouth
•Establish booth in PolyU•Membership
Website and Web communications
•Create a website
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
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
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)
Implementation milestoneMilestones
Start Date End Date Budget Who is
responsible?How to evaluate?
Advertising (quarter page on a teenage magazine)
(1) 5 days before the official opening (2) first day of the month
(1) 1 day after official opening(2) Seventh day of the month
HKD 6,188/time
Manager of Foyer café
The number of visitor present with the advertisement.
Trade Show at The Hong Kong Polytechnic University
First day of school reopen
A week after school reopen
~ HKD 20,000 Manager and staff of Foyer café
The number bread sold and membership application.
Buy one get one free promotion
First day of official opening
1 week after official opening
~HKD 10,000 Staff The number of sales during that time period
Theme Promotion - Festival promotion (Chinese New year, Christmas Day, Easter Day etc.)
Two weeks before any significant festivals
2 days after the festivals
~ HKD 20,000/festival
Manager and Chef
The numbers of season items sold.
Introduction of new products
First day of every month
Last day of the month ~HKD 5,000/month
Chef The popularity of new products
Marketing Control• Aims to respond and address emerging problems.
Sales volume
Resources cost
Market Share
Marketing Control – Sales VolumeStandard (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
Sales forecast
Sep Oct
Nov Dec Jan
Feb
Mar Ap
rMay
June Ju
lyAu
g0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Take – away service Dine – in service
Expense Forecast
Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug0
5,000
10,000
15,000
20,000
25,000
Magazine Advertisements(HKD) Festival promotion(HKD)Flyers – 200 pieces(HKD)
Marketing Control – Resources costStandard• 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
Marketing Control – Market shareStandard• Share of mind:• - 1st Yr : 10%• - 2nd Yr: 11%• - 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
Consistent increase: 1% / Yr
THANK YOU