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8/10/2019 F&B marketing plan
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A New Food and BeverageOperation 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
8/10/2019 F&B marketing plan
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Agenda
External Environment
Opportunities and Threats
Marketing Objectives
Target Market Analysis
Positioning and Differentiating
Marketing Strategies and Programs
Implementation Milestones
Budget
Control
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Macroenvironment
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Demographic
target customers are students and staffs on PolyU
Simple food that is creatively presented is the key for universitystudents (Kotler,2010)
students,
29193
staffs,3505
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Economic environment economic situation unstable and uncertain after the incident of
USA
Hong Kong Fact sheet
more concern and spend less
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
2010 2011
Consumer Price Index
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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
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Social – cultural environment
inference of Japanese culture
“Slim” culture
Japanese food is nutritious but low calories and fat in
content
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technology
New packaging technology
Connecting to potential customers through internet
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Natural environment
increasing concern about the environment protection
price in natural resources
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Opportunities
Students enjoy fast food and love Japanese food
double in size in the new Year 1 students in 2012
(New Academic
Structure 334)
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Opportunities
global economic down turn
we provide sushi at low price
some supports to SMEs such as financial fund andconsultation services
increasing popularity of Japanese culture
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Threats
prefer good environment and high quality food
friend-gathering” experience and like to relax
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Threats
minimum wage leads to increase in production cost
plastic for packing might accused of damaging environment
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Competitors
Competitors
InsideHKPU
OutsideHKPU
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Competitors
Competitors
InsideHKPU
OutsideHKPU
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Competitors – inside HKPU
Strength
Price
Food HygieneProximityto HKPU
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Competitors – inside HKPU
Price lunch sets : $ 25-30
crucial ∵ students have low purchasing power
Proximity to HKPUattract students and staffs with short meal break
Food Hygieneundergone Food Premise and Inspection andFood Sample Tests safe and clean to eat
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Competitors – inside HKPU
Over-crowded from 12:00 to14:00
unfavourable to the students with short lunch time
Few food varieties78.8% of students + 75% of staffs
survey by the Catering Committee, HKPU
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Competitors
Competitors
InsideHKPU
OutsideHKPU
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Competitors – outside HKPU
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Competitors – outside HKPU
Strength
High qualityJapanese Food
EnvironmentGood
services
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Competitors – outside HKPU
High quality Japanese food - sushi, ramen, tempura, shabushabu, and other
fried foods creating lasting relationship- cook when order fresh
Environmenthigh-class, comfortable and clean
professional
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Competitors – outside HKPU
Services- self serive: sushi on conveyor belt (co-production)
obtain freely
- non-self-service: order fresh
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Competitors – outside HKPU
Weaknesses
Over- crowded
Expensive
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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
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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
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Market Segmentation
Generation Segmentation
Generation Y
Behavioral Segmentation
Propensity to have meals in the school campus
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Market Targeting
→Generation Y with willingness to have meals in Poly Ucampus
However, they have limited meal-time.
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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
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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
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Price
Follow cost-plus pricing∴ simple and guaranteed margin revenue
No fixed cost because being a caterer in campus
does not require rentUnit cost = Total cost / Expected unit sales= $1,708,158 / 943,000= $1.8
Aim to earn a 40% mark up on salesMark up price = Unit cost / (1-desired return on sales)
= $1.8/0.6= $3
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Place
Set up a retail site on campus
Sell at Che-woo Lui Hotel and Tourism ResourceCentre of SHTM
Reservation by phone
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MilestonesMilestones Start Date End Date Budget / $ Who is
responsible?
How to
evaluate? Advertising posters Early
September
Early
September
34 Employee Reflected by
sales volume
Early January Mid-January 34
Sending Emails Mid August Late
September
Nil Marketing
Manager
Distributing leaflets EarlySeptember
EarlySeptember
4,000 Employee
Early January Early January 4,000
Posting core picture Early
September
Early
September
300 Employee
Discount periods Early
September
Late October 20,000 Sales Manager
Early January Late February 20,000
Advertising in PolyU
Life
Early
September
Early
September
Nil Marketing
Manager
Giveaways Early
September
Mid-
September
10,000 Employees Reflected by
number of
approaches
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Budget
2012-2013
$
Sales 2,829,000
Cost of production (1,131,600)
Gross Profit 1,697,400
Marketing and
Promotion
(58,368)
Operation costs (518,190)
Net Profit 1,120,842
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Controls
1. Opinion forms
2. Mysterious shopper system
3. Promotional Campaigns
4. Regular talks and evaluation meetings