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