1. HTM 2121
TOURISM AND HOSPITALITY MARKETING
An F&B outlet in TST East
Lau Yan Yu Yammy 11328194D
Sin Kai Ho Alan 11207071D
Tam Ho Leung Anthony 1102775D
Wong Yuk Fung Sandy 11195185D

2. Our flow
1)Executive summary
2)External environmental analysis
3)Opportunities an threats
4)Objectives
5)Target market
6)Marketing mix strategies and programs
7)Implementation milestone
8)Marketing budget
9)Marketing controls

3. Executive summary
To outline the strategies and programs used in the opening of café in TST East

4. External Environmental
Analysis

5. Demographic trends
(TST East)
• Size of population  320,600
• Median age  40.8
 More than 70% ranges within 15-64
• Gender  Female 53.4% > 46.6% Male (2010)
• Changes of population size
 raised by 12.5% by 2019 (highest population growth
rate)
 take up 4% of population in HK

6. Demographic trends (cont’d)

7. Economic Trends
Steady growth of Hong Kong local Economy
*GDP of HK keeps
increasing in the
following years
Source from HK Tourism Board statistics review 2010

8. Economic Trends (cont’d)
Steady growth in local tourism economy
*Increasing number of
tourists to HK
*Increasing revenue
earned in tourism
industry in HK
Willing to spend

9. Economic Trends (cont’d)
Willingness to spend on meals outside hotel
HKTB statistic result 2010
* Significant increase in tourist spending on dinning

10. Economic Trends (cont’d)
High purchasing power of target customers
• As indicated by income level
 median monthly domestic household income of Hong Kong (2010) :
$18000
• As indicated by usage of credit card
Supply
 Active service providers : Standard Chartered,
HSBC
Demand
 majority of Hong Kong people own credit cards
 use their credit card more than once / month

11. Political
Several licenses and regulations under the shop’s operation under the law:
• Office-insurance-Plan
• Business Registration Certificate
For maintaining the business under a legal condition
• General Restaurant License
For selling of general food items such as
• Frozen Confection Factory License
For selling of frozen items such as Ice-cream
• Liquor Licensing

12. Political(con’t)
For selling of alcoholic beverages
• Hazard analysis and critical control
points(HACCP)
• To ensure food production procedure is followed
in established standard
Fire Safety (Commercial Premises) Ordinance
• Necessary for emergency uses such as smoke
doors
• The licenses and regulations takes 8 to 10 weeks
due to the departmental checking and staffs
referrals.

13. SWOT Analysis
Strength
• has a special theme.
• not providing foods and beverages but mainly
selling the atmosphere by displaying lovely,
cool and creative local brands.
• Teenagers can be easily attracted by our theme
because teens like fashionable products.

14. SWOT Analysis(con’t)
Weakness:
• Financial issue should be our biggest
challenge
• We are a new and immature shop
very difficult to invite many investors
for our shop in a short period in order to
collect sufficient money

15. SWOT Analysis(con’t)
Opportunities:
• lower price by comparing to other café
shop in TsimShaTsui East.
attract more teens
• Take CaffeHabitu for example; according
to the menu of CaffeHabitu from the
website, the average cost per dish of
CaffeHabitu is$111

16. SWOT Analysis(con’t)
Threats:
• There are more than the café shops in Tsim
Sha Tsui East.
• Take Caffe Habitu for example, is enjoying a
first-mover advantage in the local cyber-cafe
market.
• There are also some additional competitors
are on the horizon, and we need to prepare a
lot before entering into the market.

17. Objectives
Mission
• To operate a theme and ambience café. Considering
the theme of our café
• To make it be a small museum, displaying local
brand and self-designed fashion products
• To bring our local brand as well as local culture to
our foreign tourists
• To promote creative industry in Hong Kong by
increasing exposure of the local brand product.

18. Objectives(con’t)
Marketing Objective:
The café’s marketing objectives for the
first year of operation include:
• An annual growth of sales for 10%.
• Create brand recognition for TST
residents.
• Maintain a group of loyal customers.
• An annual growth of customers for
20%.

19. Target market
Market Segmentation:
• To differentiate the potential customers
• To figure out the most profitable and feasible market
segment, so as to rivet the resource on it.
Demographic (Age)

20. Target market(con’t)

21. Target market(con’t)

22. Market Positioning
The process of positioning provides customers
with a prescribed image of the product.
It involves specific marketing mix programs
• Product,
• Price,
• Place ,
• Promotion
to create the desired perception of the product.

23. Market Positioning---Product
Food and Beverage
• Cheese Cake,
• Lemon Cake,
• Baked Soufflé (Chocolate, Lemon, Rose)
• Caesar Salad,
• Wild Mushroom Soup,
• Spring Chicken,
• Smoked Salmon,
• Four Cheeses pizza,
• Marguerite pizza,
• Coffee or Tea or Wine.

24. Market Positioning---Product
Services /Theme
small exhibition : provide a venue with free of
charge for displaying some local brands.
Designers:
(1)designers from Hong Kong Polytechnic
University School of Design which is very famous
in Hong Kong
• Clothing
• Accessories
(2) Maya from AVENUES Company
• Shoes
• Handbags
• Accessories
Our café shop sales the atmosphere by showing
lovely, cool and creative local brands.

25. Market Positioning( Price)
Competition-based pricing will be the pricing strategy for the café.

26. Market Positioning(Place)

27. Market Positioning(Promotion)
Our shop will use
• Magazine
• Coupon
• Radio
• Homepage
• Facebook
• Showroom
• Discount

28. Budgeting
Food cost Fixed cost
Coffee Labor Cost
Cheese Cake Rental Cost
Soufflé Utilities
Example of fixed and food cost
Smoked Salmon Promotion cost
Spring Chicken

30. Marketing Controls
• objective of the café is accomplished: create an unique,
trendy, relaxing atmosphere that will differentiate us from
other local coffee shops in Tsim Sha Tsui East.
• Ongoing controls have to be taken on the effectiveness of
promotion tools.
• If promotion out of track,
adjust our strategy on promotion
-changing our channel on advertisement
-quit from the channel.