Falcon's Invoice Discounting: Your Path to Prosperity
Marketing Plan of a New Food and Beverage Operation on PolyU Campus
1. A New Food and Beverage
Operation 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
2. Agenda
External Environment
Opportunities and Threats
Marketing Objectives
Target Market Analysis
Positioning and Differentiating
Marketing Strategies and Programs
Implementation Milestones
Budget
Control
4. Demographic
target customers are students and staffs on PolyU
staffs, 3
505
student
s, 2919
3
Simple food that is creatively presented is the key for university
students (Kotler,2010)
5. Economic environment
economic situation unstable and uncertain after the incident of
USA
Consumer Price Index
10.00%
8.00%
6.00%
4.00%
2.00%
0.00%
2010 2011
Hong Kong Fact sheet
more concern and spend less
6. 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
7. Social –cultural environment
inference of Japanese culture
“Slim” culture
Japanese food is nutritious but low calories and fat in
content
10. Opportunities
Students enjoy fast food and love Japanese food
double in size in the new Year 1 students in 2012
(New Academic
Structure 334)
11. Opportunities
global economic down turn
we provide sushi at low price
some supports to SMEs such as financial fund and
consultation services
increasing popularity of Japanese culture
12. Threats
prefer good environment and high quality food
friend-gathering” experience and like to relax
13. Threats
minimum wage leads to increase in production cost
plastic for packing might accused of damaging environment
18. Competitors – inside HKPU
Price
lunch sets : $ 25-30
crucial ∵ students have low purchasing power
Proximity to HKPU
attract students and staffs with short meal break
Food Hygiene
undergone Food Premise and Inspection and
Food Sample Tests safe and clean to eat
20. Competitors – inside HKPU
Over-crowded
from 12:00 to14:00
unfavourable to the students with short lunch time
Few food varieties
78.8% of students + 75% of staffs
survey by the Catering Committee, HKPU
23. Competitors – outside HKPU
High quality
Japanese Food
Strength
Good
services Environment
24. Competitors – outside HKPU
High quality Japanese food
- sushi, ramen, tempura, shabushabu, and other
fried foods creating lasting relationship
- cook when order fresh
Environment
high-class, comfortable and clean
professional
25. Competitors – outside HKPU
Services
- self serive: sushi on conveyor belt (co-production)
obtain freely
- non-self-service: order
fresh
27. 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
28. 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
30. Market Segmentation
Generation Segmentation
Generation Y
Behavioral Segmentation
Propensity to have meals in the school campus
31. Market Targeting
→Generation Y with willingness to have meals in Poly U
campus
However, they have limited meal-time.
32. 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
33. 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
34. Price
Follow cost-plus pricing
∴ simple and guaranteed margin revenue
No fixed cost because being a caterer in campus
does not require rent
Unit cost = Total cost / Expected unit sales
= $1,708,158 / 943,000
= $1.8
Aim to earn a 40% mark up on sales
Mark up price = Unit cost / (1-desired return on sales)
= $1.8/0.6
= $3
35. Place
Set up a retail site on campus
Sell at Che-woo Lui Hotel and Tourism Resource
Centre of SHTM
Reservation by phone
37. Milestones
Milestones Start Date End Date Budget / $ Who is How to
responsible? evaluate?
Advertising posters Early Early 34 Employee Reflected by
September September sales volume
Early January Mid-January 34
Sending Emails Mid August Late Nil Marketing
September Manager
Distributing leaflets Early Early 4,000 Employee
September September
Early January Early January 4,000
Posting core picture Early Early 300 Employee
September September
Discount periods Early Late October 20,000 Sales Manager
September
Early January Late February 20,000
Advertising in PolyU Early Early Nil Marketing
Life September September Manager
Giveaways Early Mid- 10,000 Employees Reflected by
September September number of
approaches
38. Budget
2012-2013
$
Sales 2,829,000
Cost of production (1,131,600)
Gross Profit 1,697,400
Marketing and (58,368)
Promotion
Operation costs (518,190)
Net Profit 1,120,842
39. Controls
1. Opinion forms
2. Mysterious shopper system
3. Promotional Campaigns
4. Regular talks and evaluation meetings