Post on 11-Nov-2014
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Hotel S Souvenir ShopSEM005
Cheng Yee Wing, Emily 11061912D Cheung Ka Wing, Gloria 11025437D
Yip Wai Ching, Leo 11099525D Yu Tsz Yan, Francesca 11141982D
Objectives:Provide comprehensive and convenient service
add value to the guests’ experience Add promotional value to Hotel SMissions:Our fundamental purpose:
give chances for the design students of PolyU to design the souvenirs to win the scholarships
Our main focus: gain maximum profits with lowest operational cost
Customers Analysis
Online souvenir shop: convenience - match the needs of business travellers36% Hotel S guests: for business trips and
meetings>80% guests use online to do reservation - accept the usage of online technology<8% guests recognize ‘HK = country of
residence’ - others are interested in HK culture
External Environment - Macroenvironment
DemographicTrends:
‐ Tourists from countries of all around the world choose Hong Kong as their destination
‐ Some even chose to live in Hong KongOpportunities:
‐ Most Hotel S guests came from different countries ‐ Interested in a new and different culture‐ Hotel S guests have great purchasing power
External Environment - Macroenvironment
Social-culturalTrends:
‐ Concerning about quality of life‐ Mice tourism becomes popular
Opportunities:‐ Hotel S is a stylish hotel, helps the store to sell stylish
products‐ Hotel S has many businessmen, they have stronger
purchasing powerThreats:
‐ Some people do not have much confidence on on-line souvenir shop
External Environment - Macroenvironment
Technological Trends:
‐ Developed online system‐ Online shops become popular‐ More companies establish webpage
Opportunities:‐ Do not have to face high rental cost‐ Free- assess to online souvenir shop
Threats:‐ Technical problems during operation‐ Losing guests’ personal information
External Environment - Microenvironment
1. Suppliers Products of the online souvenir shop are
designed by the design students of PolyU opportunity to our business cut cost for employing designers unique products
Outstanding designs awarded with scholarships selected to make mass production
External Environment - Microenvironment
2. PublicsOpportunities
‐ Hotel S is gaining its reputation →has got several prizes in the hotel industry
‐ Recognized in TripAdvisor's Traveler's Choice Awards→more customers would be interested in staying at
Hotel S→increase the possibility of buying our online
product
External Environment - Microenvironment
3. Customers People or organizations purchase a company’s goods and servicesBusiness and meeting :36% of the main purpose of trips (29 Apr - 31
Oct 2011) second highest
OpportunitiesOur target customers are business travelersRushMore convenient for them - an online souvenir shop - trolleys selling souvenirs - leaflets - a display cupboard Highly increase the convenience for guests
External Environment - Microenvironment
4. CompetitorsBoth opportunities and threats to our businessOpportunities
i. Webpage - get all information (price & materials) lot more convenientii. Trolleys - selling the souvenirs iii. Displaying cupboard give understandings on what the real products are
Threats Without a physical shop→no sales to sell the products →customers cannot enjoy a face-to-face buying experience
Competitive Analysis
Make sure our souvenir shop gian more market share and high reputation
product form competitionproduct category competitiongeneral competition
Product form competition
Choose an online souvenir shop: W HotelOnline product + high reputationStrengths: 1) high reputation 2) diversifaction of product 3) advertisementWeakness: Only show the price in US dollarCompetitive advantage of Hotel S: not only
fashionable but also innovative+ uniqueness ( co-operation with PolyU design student )
Product category competition
Similar product: business, innovative, HK charactristic product
HK gift shop, gift shop at Avenue of Stat and Peak, Log-On
Strengths: high accessibilty, famous attraction, high reputation brings confidence
Threat: high rental cost in HKCompetitive advantages of our online-shop: Mix
business style, HK style to create an innovative product
Competitors
General CompetitionShops in Harbour CityReason for choosing Harbour City:
• Largest shopping zone in Hong Kong enormous scale
• Convenient location to Hotel S attract our hotel guests to purchase their products - MaBelle and Links of London (Jewelries & accessories)
- Cartier (Watches)
Competitive advantage of our online souvenir shop
Habour Citytakes relatively longer time for tourists to
shop all over the shopping zone. Online souvenir shop of Hotel S
the well-organized webpage uniqueness and special designs
ProductTwo types of products 1. Innovative Products 2. Hong Kong characteristic souvenir
Innovative Product Product with HK characteristicsUSB Flash Drive-with special appearance
Printed T-shirt-with HK related words or pictures
Pen-with special appearance or multi-usage
Pillowcase & Bed Sheet-with HK related words or pictures
Office Stationary-e.g. special shape memo pad/ calculator
Bottle & Mug-modern-feel shape with HK related words or pictures
Computer Product-e.g. special shape mouse
Ornament-HK building/attraction
Smart Phone Case-with fancy shiny stone
Product
Trend: Adopting a more active role in the protection, preservation and conservation of the environment
→green product: attractiveUsing Environmental friendly material -e.g. bio-degradable/recyclable plastic recycle paper
Product
∵Sell some unique productsLaunching a competition for the students of
PolyU School of DesignStudents: Win ScholarshipOur Shop: Gain Unique Design → Competitiveness↑
Price
Set middle to relatively higher than the market
Sell premium products and servicesTwo pricing strategy: Competition-based PricingPrice-bundle Pricing
Competition-based Pricing• Customers would compare the price and value • Do research on the price level on competitor• cannot set the price which diverges from
other competitors• Can maximize the profit
Product-bundle pricing• Our hotel guests can enjoy the discount to buy
our souvenirs
Place
DeliveryHotel S guests
‐ Room delivery service‐ Can specify the time of receiving the products
Not Hotel S guests
‐ Pay extra money for the delivery charge‐ Depend on the distance between the products
receiving countries and Hong Kong
Place
Display CabinetPlace a display cabinet showing our real
products in the front desk counterDraw guests’ attention and raise their
interestedIncrease the chance of surfing on our website
Place
Trolley ServiceTackle the problem of guests can not see the
real productsIf the guests needed, our staff would show
the product trolley to their room and see the real products
Promotion
1. Pop-up advertisements in Hotel S homepagehotel website: 41% of the reservation channels
placing advertisements on Hotel S website will be an effective wayAdvertisements will pop up on the hotel website more efficient than just placing the advertisements on the hotel website
Promotion
2. Sales promotion by Front Desk staffsfront desks staffs
- distribute promotion leaflets- sell and promote the online souvenir shop
display cabinet located near the front deskguests are able to have a quick look of the products
recycle paper wish not to damage the environment due to the paper used for printing
Promotion3. Discounts
4. Direct mailsDirect mails will be sent to the guests who have made
reservation →more specific to our target customers
5. Television in hotel roomA program specialized in the television of the guestrooms
→advertisements or short video →providing information and promoting the online souvenir
shopNo paper leaflets
Because of environmental reasons
Marketing Budget
Total for 1 year : ~HKD360,000
Expenses For Opening Monthly ExpensesWebpage Design($2000) Server($468)Video Clip Design($1000) Product($4000)
Scholarship($60000) Salaries($18600)Copyright Fee($14945) Leaflets($300)
Trolley($3900)Cabinet($700)
Marketing Budget
1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th 11th 12thCE/通用格式
CE/通用格式
Estimated Sales Revenue
Aim T Gaining huge profits R Adding value for customers’ experience - Keeping 3-4% revenues growth rate each month
Total for 1 year : ~HKD430,000
Marketing Control
*Sales AnalysisMeasure month-to-month percentage growth
of sales and hotel guests to buy3-4% sales growthAt least 10% hotel guests buy our product
Marketing Control
*Feedback from Customers Satisfaction surveyMeasure the degree of share of mind and heartConduct an online questionnaireOffer coupons and gifts to encourage customers
to do the surveySet the target: 80% customers are satisfied
Actions to deal with when targets cannot be met
Put more emphasis on promotionSet a Facebook Fans page Deliver updated information of the product Increase the growth rate back to our standard level
Marketing Control
THE ENDTHANK YOU