HTM 2121TOURISM AND HOSPITALITY MARKETING

PolyU Sushi- Marketing Proposal

Tutorial class: Monday 12:30 – 13:20

Chan Chui Man, Cathy 10554747DChung Tuyet Trinh, Nancy 11700925D

Ho Wing Shan, Doris 11505622DChan Wun Fong, Yan 11564505DNg Ting Ting, Sponge 10580857D

Presentation Schedule• ENVIRONMENT ANALYSIS

– MACRO ENVIRONMENT (Demographic, Political, Economic, Social-Culture, Technologies, Natural)– MICRO ENVIRONMENT ( Suppliers, Marketing Intermediaries & Publics, Customers, Competitors)

SWOT ANALYSIS (Strength, Weakness, Opportunities, Threats))• BUSINESS OBJECTIVES• TARGET MARKET• MARKETING MIX ELEMENTS – 4PS (Product, Price, Place, Promotion)• STRATEGY PYRAMID• IMPLEMENTATION MILESTONE• MARKETING BUDGET (Sales Forecast, Operating and Marketing Expense Budget,)• MARKETING CONTROL (Internal, External)• CONCLUSION• REFERENCES• APPENDICES - COMPETITORS ANALYSIS,

POLYU STUDENTS’ CHARACTERISTICS

Environmental Analysis• Macro Environment• Micro Environment

Macro Environment• Demographic• Political• Economic• Social-Culture• Technologies• Natural

SWOT Analysis - *Opportunities and Threats*

Demographic

PolyU students, teachers, officers and visitors

Opportunities• New education scheme will increase the number of students• Increase basic traffic flow in main campus

Threat• The characteristic of teenagers are like freshness and change their interest easily

PoliticalOpportunities• Support (subside) from government• Employ highly educated sales person in order to face different

people

Threat• Political issue may cause increase of operation

expenditure e.g., minimum wage• Time consuming of getting licensing from different

government departments e.g. Food and Environmental Hygiene Department, fire inspection and regulations

Economic

Opportunities• Increase in income (minimum

wage) and higher purchasing power, willing to spend more

Threat • Global inflation, increase of

operation cost e.g. higher salary cost, cost in F&B, increase equipment maintenance cost

Social-Culture

Opportunities • The trend of healthy lifestyle • Little time to have lunch, fast sushi

food is favorable choice

Threat • Students’ favors and attitude change

quickly

Technological

Opportunities• Technologies advanced increase the

productivity and standardize the operation procedures become more effective and efficient –Sushi making machine

Natural

Threat• Nuclear leakage from 311 Japan

earthquakes, people may afraid the food safety from Japan

• Extra promotion is needed

Micro Environment

• Suppliers• Marketing Intermediaries & Publics• Customers• Competitors

SWOT Analysis - *Strengths and Weakness*

Suppliers, Marketing Intermediaries & Publics, Customers

• Suppliers (Local) Minimize negative impact – Variety of choice– Quality products– Competitive price

• Market Intermediaries & Publics – Free marketing channel– Positive/ Negative “word of mouth”

• Customers Basic traffic flow – PolyU students– PolyU staff

Competitor Analysis

On Campus

Student Canteens & Restaurant

Staff Canteen & Restaurant

Lawn CaféLibCafe@PolyUCollegiate CaféTheatre Lounge

Off Campus

International Supermarket

Sushi TakeawayGenki Sushi

Other Restaurants at TST East

Product

Form

Strengths & Weaknesses

• Strengths– New products: sushi, sashimi– Quick, healthy food– Reasonable price

• Weaknesses– Competitors– Lack of experience

Business Objective

• To achieve the profit of 10% in the first 12 months of operation

• To experience-increasing number of customers and loyalty customers

• To become a recognizable healthy food and successful small takeaway outlet within PolyU campus

Target MarketPolyU Students

Why we choose PolyU students?• Over 30,000 students • Daily traffic flow • No sushi shops before (new and

fresh for students)• Over 80% of students are welcome

to have a sushi shop high position in their mind

• Providing a quick, healthy, easy food with reasonable price $3 per one

Marketing Mix Elements (4Ps)

• Product• Price• Place• Promotion

Product and Price

• Maximize quantity strategy Increase the competition

• Low pricing strategy Attract more people buying our product The more they buy Seeks to maximize the number of units sold or the number of customers served Reduce long term cost

Product and PriceFour groups of product offered in our shop Sushi, Sashimi, Package box and Soft drink Hong Kong people love salmon Diversify food fulfill different people needs

Sushi groups:23 kinds of sushi ($3-$5)

Sashimi: Four different types ($25-$35)

Package box : Four different types($30-$40)

Soft drink:Four kinds of drinks ($5-$10)

Menu

Sushi: $3 - $5

Salmon Tuna Cooked shrimp Sweet shrimp Burning

salmon belly

Kabayaki stand fish Clams Octopus On behalf of

MartinHanamaki sushi

Crab Roe Salmon seed

Mustard octopus

Crab meat salad

Tuna fish salad

Corn salad

China Salad

Spicy Conch Jade sub-burning Eel

Sashimi: $25 - $35

Salmon sashimi

Clams sashimi

Vertical sashimi

Sweet shrimp sashimi

Package box:$30 -$40

Salmon package box

太卷什燴餐盒

Diversified package box什錦生餐盒

Cooked diversify package box什錦熟餐盒

Drink:$5 - $10 Coke Sprite Lemon tea Marbles soda

Place• Provides take away service • Approximately about 200 sq. metres

• Best location within the Hong Kong Polytechnic University:

Between M and N core

• The followings are the reasons:– Centre point in the University Most of the students must pass through M and N core every day Benefit from the large traffic flow

– Next to the student’s computer centre Project assessments need to assess internet , students usually go to M core to discuss their projects, printing notes for their lectures Greater chance for students to buying our food

– Opening area and some tables and seats nearby, students can eat their sushi at these places A new open area in front of the N core, a new and large plasma television, many staircases for people to leisure and sitting, a transparent cover was built on top

Café lawn = Threat ??• People may consider it may be a threat to the “Polyu

Sushi”

• We do not conceive it is a competition

– Sell different kinds of food“Café lawn” mainly sells western food, like sandwiches, muffin and coffee“PolyU Sushi” mainly sells Japanese food, like sushi and ramen

– Having another restaurant nearby, form a small type

of food court Attract more students to come and consume our products

Promotion“PolyU Sushi” has the following promotional strategies:• PolyU Privilege – Students, staffs of PolyU upon showing

identification card, purchase with 10%off discount.

• PolyU Sushi’s loyalty –Stamp collection scheme. Purchased over $30, we will give u a stamp. After collecting 15 stamps, you will be rewarded with a free soft drink and three pieces of sushi.

• Rice and Drink Combo – If you buy a box of rice, you only need to add $3 to buy any kind of drinks.

• Very Important People of PolyU Sushi – To be the Very Important People of PolyU Sushi, you only need to register through our website www.polyusushi.com.hk. After becoming our members, you will receive some coupons and the latest news of “PolyU Sushi”. On the VIP’s birthday, VIP will receive a little birthday’s surprise.

Promotional Methods• Advertising

– Posters – Open a “Facebook page” – Hand out some leaflets that include a discount coupon– Mailing method by sending email to our VIPs

• Strategic Alliance Program

– With the Hong Kong Polytechnic University Students’ Union (HKPUSU)

– Members of the HKPUSU can enjoy a promotion ( buy ten pieces sushi and get one piece free)

• Theme Promotion

– Decorate our shop and introduce limited item on Japanese festivals

– Organize a booth in International Gala to display the culture of Japan Make some Japanese food for our guests to taste

Strategy Pyramid

Implementation Milestones

• ‘PolyU Sushi’ shop will be opened on 1/9/2012

• Below table showing our plan in achieving the strategy for the first operating year (1/9/2012 – 31/8/2013)

Milestones Start Date End Date Budget Who is responsible? How to evaluate?

Advertising

Posters and ‘Facebook’ page:Throughout the yearLeaflets:The whole first open month (9/2012)

$1000 BossSales Revenue will be increased or decreased after the hanging of leaflets

Polyu Privilege Throughout the year$ 18,315

(0.3% of the total sales)

Senior Manager Compare business between the number of PolyU customers and outside customers

Strategic alliance program 1/3/2013 31/8/2013

$ 3552 (0.1% of the total

sales) Senior Manager

Compare the total sales revenue and the one related with using the HKPUSU’s card

‘Polyu Sushi’s Loyalty’ collecting stamp

program1/9/2012 28/2/2013 $5000 Junior Manager

Compare the sales revenue whether increase or not after launching

‘Very Important People of Polyu Sushi’ membership program

Throughout the year $600 Full time staffCount the number of coupons used and the total number of registered members

Theme Promotion

International Gala: 1/3/2013 (Friday)Shop’s theme Decoration:Throughout the year $2000 All the staffs

On the gala, interview the students and ask their opinion; having a comment’s broad in our shop, customers can feel free to leave their comment about our shop and decoration

Marketing Budget• Sales Forecast• Operating Expense Budget• Marketing Expense Budget

Sales ForecastWorking Hours

Morning: 10:00 - 12:00 10 person X $25 X 2hrs = $500

Afternoon: 12:01 - 18:00 60 person X $35 X 6hrs = $12,600

Night: 18:01 - 21:00 40 person X $45 X 3hrs = $5,400

Total sales per month (Normal month): (500+12,600+5,400)X30days=$555,000

Peak time: $555,000 X 120% = $666,000

Normal time: $555,000

Low season time: $555,000 X 40% = 222,000

20% PolyU staffs, 80% PolyU students

High Season: March, April, November and December Mid-term and Examination time for PolyU students Significant longer time for revisionsMore likely to spend on dinning

Normal Business: February, May, June and October

Low Season: January, August and September New semester just start or school holidaysSales are estimated to be drop dramatically

Operating Expense BudgetMonth 9 10 11 12 1 2 3 4 5 6 7 8

Total Sales 222000 555000 666000 666000 222000 555000 666000 666000 555000 555000 555000 222000

Operating Cost

Rental fee 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000

Wages

Senior Manager

15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000

Junior Manager

8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000

Full time staff

8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000

Part time staff

4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500

Part time staff

4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500

Material( food)

111000 277500 333000 333000 111000 277500 333000 333000 277500 277500 277500 111000

Amenities

Water 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000

Electrcity 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000

License

Food license

210 210 210 210 210 210 210 210 210 210 210 210

Total expense

204210 426210 426210 426210 204210 370710 426210 426210 370710 370710 370710 204210

Marketing Expense BudgetMonth 9 10 11 12 1 2 3 4 5 6 7 8

Total Sales 222000 555000 666000 666000 222000 555000 666000 666000 555000 555000 555000 222000

Marketing Cost

Advertising 150 75 75 75 50 100 100 100 100 75 50 50

Polyu Privilege 666 1665 1998 1998 666 1665 1998 1998 1665 1665 1665 666

Strategic alliance program

N/A N/A N/A N/A N/A N/A 666 666 555 555 555 555

‘Polyu Sushi’s Loyalty’ collecting stamp program

500 1000 1000 1000 500 1000 N/A N/A N/A N/A N/A N/A

‘Very Important People of Polyu Sushi’ membership program

50 50 50 50 50 50 50 50 50 50 50 50

Theme Promotion

100 100 100 100 300 100 200 100 100 100 500 200

Total expense 1466 2890 3223 3223 1566 2915 3014 2914 2470 2445 2820 1521

% of the total sales

0.660% 0.520% 0.484% 0.484% 0.705% 0.525% 0.453% 0.438% 0.445% 0.441% 0.508% 0.685%

Marketing Control• Internal• External

Marketing control

Internal• Sales analysis (Every month)• Expense control (Every month)• Profitability analysis (Every month)• Quality controls (Everyday)

External • Feedback from customers’

satisfaction surveys (Around 6 months)• Market share analysis (Every year)• Activities of competitors to

aspects of our plan (Any time )

ConclusionOur Group think that by adopting the following:

• Choosing the right location

• Targeting the right market with the right products

• Implementation of different marketing strategies and theme promotions to successful target this market segment in order to achieve the objectives of 10% within 12-months of operation

PolyU Sushi can be SUCCESS!!