Marketing Plan

—Books Bar

MichellePeggyShirlyGrace

Executive Summary

Description

is a business of providing service and place for people to enjoy their spare life in reading &working.

Executive Summary Spacious and quiet reading area provided,

discussing rooms and studios rented. Office-appliances, rare books, magazines

&newspapers served Business service (fax, copy, print, IDD,

tickets, booking service…) Dessert & drink service 24-hrs-opened

Mission Statement

An environment we serve comfort the process of reading &working to make customers bring their inspiration or efficiency into full play.

Situation analysisMarket analysis

Market segmentation

bi gshot1%

others21%

Whi te-col l arcl ass30%

students9%

workppl39%

Target market

We will be targeting customers by:

Target specific lines—White-collar class in Macao

high-income level, enjoy relaxing life, think highly of quality of work and environment, celibacy, need a place to comfort reading&working affairs.

Problems & Opportunity

People are in need of a comfortable place to enjoying reading or working in their spare time, as modern life is developing toward high quality. There is a lack of book bar offered in Macao market.

In Beijing,Shanghai,Hong Kong and Singapore, book bar is well-received by educated people.

Problems & Opportunity Comparison *book bar vs. office more comfortable and relaxed environment,

dessert&drink service, reading materials *book bar vs. coffee house quieter,working place offered, business service,

24-hrs-opened,rare books offered *book bar vs. net bar reading materials provided, working place,

business service offered, food served.

Opportunity*book bar vs. home quieter, more spacious place,

business service offered, reading materials, food convenience, gathering of elites.

*book bar vs. library business service, food&drink

service, 24-hrs-opened, more relaxing&comfortable environment

Competitive Environment Major competitors – Cafés in MACAU

Example:

TOP TAIPEI

STARBUCKS

Competitive Environment

• TOP TAIPEI Noisy, crowded, Food service only Dark lights Not fit for reading Time limited

• STARBUCKS Dark lights Not quiet enough Narrow space Limited service Served time limits

Competitive Environment

Our advantages-----distinctive Rare books, magazines and newspapers

offered Peaceful, quiet and comfortable environment

designed for needs Business service for convenience 24-hrs-opened

Market ObjectivesIntroduce book bar concept to Macau peopleRetain a 85% of customers with long-term

reactions.Achieve a 10% return on investment at first 3

month.spend 13% of service revenue between 2003

and 2004 on development of service supplies and decoration.

Marketing Strategy

ProductProduct

Features

Benefits

Features

Theme bar (books)—larger than 50m2

Quiet, literary environment

24 hours service Comfortable,

personnel spaces Considerable

services

Benefits

Find a relaxing, quiet place for reading or working in a commercial center

Enjoy the literary atmosphere

Absorb the knowledge or get information

Price

Comparison with competitors—relatively higher price for high level customers

Member Card—month card, year card, normal customers, VIP customers etc.

Discount—VIP discount, quantity discount, holiday discount etc.

Promotion

Local newspaper & magazines 20% discount for opening month & holiday

discount Free member card for fist-time application Discount for VIP or year card customers Activities or lectures organized for intercourse Display sign & Logo E-mail

Place – 皇朝 Locates in new,lofty district,

near commercial buildings center

Convenient traffic Relatively easier for parking Land cost isn’t expensive

comparatively Peaceful, not much noise