Western bakery cafe group c
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Leung Sin Ka 11311595D
Yu Siu Kwan 11309352D
Chio Chi Hang 11292204D
Tse Wai Tsz 11560531D
Clara EY Kim 11581460D
HTM 2121TOURISM AND HOSPITALITY MARKETING
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Western Bakery cafe
FOYER CAFÉ
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Content PageTarget customer analysis
Business concept
Marketing Mix Sales Forecast
Expense Forecast
People
Process
Physical Environment
Implementation Milestone
Marketing Control
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Target Customer Analysis
Students
Undergraduates
Young working adults around Tsim Sha Tsui
East
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Business Concept• Location : Tsim Sha Tsui East, Cameron Road.
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Business Concept• Operation hours:• From Monday to Thursday• ( 12nn – 9pm)
• From Friday to Sunday• ( 12nn – 11pm)
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Business Concept•Mission:
•We are the second homes to our customers
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Business ConceptOur products: • - Low fat• - Sugar free• - Non dairy • - Nutritious
• All products are available both take-away and dine-in
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Business ConceptOur style and atmosphere: • - Home feeling• - Comfortable setting
(second storey)
e.g. sofa, couch, chaise longue ,etc.
Special service:• - Customer can reheat
their
food themselves
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Marketing Mix - ProductOur menu …
• Emphasize healthy eating
& healthy living
• Offer new menu items
monthly
• Friendly & quick
customer service
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Marketing Mix - Pricing• Price our products at the low end of price for fresh
goods
• We will competitively priced lower than our competitors
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Marketing Mix - Place• located at Tsim Sha Tsui East, Cameron Road which near The Hong Kong Polytechnic University, Secondary Schools, Shopping Centre and Commercial Buildings.
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Marketing Mix - PromotionPre-opening
•Opening party•Free tasting
Word-of-mouth
•Establish booth in PolyU•Membership
Website and Web communications
•Create a website
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People
Maximum : 3-5 employees
- enhance sense of “home-
feeling”
Full-time employees:
middle-aged
- respond to the HKSAR’s
Employment Programme for
the Middle – aged Scheme
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Process
• Provides customers sense of
home – feeling
• Take -away : self -service
• Dining: half self- service
- reheat their bakery items in the
provided microwave themselves;
- issued with an electronic device
when purchasing beverage
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Physical Environment• The café is separated into two
parts:
• One includes sofas and one-man-
tea-tables only (inner corner of
the café area)
• can be turned into a mini-party
place
• Another one consists of tables
and chairs sets(available to
move)
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Implementation milestoneMilestones
Start Date End Date Budget Who is
responsible?How to evaluate?
Advertising (quarter page on a teenage magazine)
(1) 5 days before the official opening (2) first day of the month
(1) 1 day after official opening(2) Seventh day of the month
HKD 6,188/time
Manager of Foyer café
The number of visitor present with the advertisement.
Trade Show at The Hong Kong Polytechnic University
First day of school reopen
A week after school reopen
~ HKD 20,000 Manager and staff of Foyer café
The number bread sold and membership application.
Buy one get one free promotion
First day of official opening
1 week after official opening
~HKD 10,000 Staff The number of sales during that time period
Theme Promotion - Festival promotion (Chinese New year, Christmas Day, Easter Day etc.)
Two weeks before any significant festivals
2 days after the festivals
~ HKD 20,000/festival
Manager and Chef
The numbers of season items sold.
Introduction of new products
First day of every month
Last day of the month ~HKD 5,000/month
Chef The popularity of new products
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Marketing Control• Aims to respond and address emerging problems.
Sales volume
Resources cost
Market Share
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Marketing Control – Sales VolumeStandard (not fall below 83.3% sales)
• 1st Quarter: $ 25,000
• 2nd Quarter: $ 74,900
Strategies
•We will issue Coupons and incentives
•We will survey our customers for improvements
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Sales forecast
Sep Oct
Nov Dec Jan
Feb
Mar Ap
rMay
June Ju
lyAu
g0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Take – away service Dine – in service
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Expense Forecast
Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug0
5,000
10,000
15,000
20,000
25,000
Magazine Advertisements(HKD) Festival promotion(HKD)Flyers – 200 pieces(HKD)
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Marketing Control – Resources costStandard• Maximum %: 30% of Sales
Strategy• establish electronic system
- strict monitoring• calculate the costs of products(review it monthly)• establish network with supplier• switch to other comparable supplier when total costs
exceed the standard
- supplier with the most significant increases in costs: change first
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Marketing Control – Market shareStandard• Share of mind:• - 1st Yr : 10%• - 2nd Yr: 11%• - 3rd Yr: 12%• Until up to 20% (within 10 Yrs)
Strategy
• Continue to differentiate ourselves:offering great tasting, healthy food with low cost , high service• Regular marketing survey – understand the change in customers’ demand and wants
Consistent increase: 1% / Yr
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THANK YOU