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

Agenda
External Environment
Opportunities and Threats
Marketing Objectives
Target Market Analysis
Positioning and Differentiating
Marketing Strategies and Programs
Implementation Milestones
Budget
Control

Macroenvironment

Demographic
target customers are students and staffs on PolyU
staffs,
3505

student
s,
29193

Simple food that is creatively presented is the key for university

students (Kotler,2010)

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

Hong Kong Fact sheet

more concern and spend less

2011

Political environment
fund supports to small and medium enterprises (SMEs)
Consultation Centre

New Academic Structure 334

minimum wage of $28 per hour

market is larger

production cost

Social cultural environment

inference of Japanese culture

Slim culture
Japanese food is nutritious but low calories and fat in
content

technology
New packaging technology

Connecting to potential customers through internet

Natural environment
increasing concern about the environment protection

price in natural resources

Opportunities
Students enjoy fast food and love Japanese food
double in size in the new Year 1 students in 2012
(New Academic
Structure 334)

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

Threats
prefer good environment and high quality food

friend-gathering experience and like to relax

Threats
minimum wage leads to increase in production cost

plastic for packing might accused of damaging environment

Competitors

Competitors

Inside
HKPU

Outside
HKPU

Competitors

Competitors

Inside
HKPU

Outside
HKPU

Competitors inside HKPU

Total 10 canteens, restaurants and caf

Competitors inside HKPU

Price

Strength

Proximity
to HKPU

Food Hygiene

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

Competitors inside HKPU

Over- crowded

Weaknesses

Few food
varieties

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

Competitors

Competitors

Inside
HKPU

Outside
HKPU

Competitors outside HKPU

Competitors outside HKPU

High quality
Japanese Food

Strength

Good
services

Environment

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

Competitors outside HKPU

Services
- self serive: sushi on conveyor belt (co-production)
obtain freely

- non-self-service: order
fresh

Competitors outside HKPU

Over- crowded

Weaknesses

Expensive

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

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

Target Market

Market Segmentation
Generation Segmentation
Generation Y

Behavioral Segmentation
Propensity to have meals in the school campus

Market Targeting
Generation Y with willingness to have meals in Poly U
campus

However, they have limited meal-time.

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

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

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

Place
Set up a retail site on campus

Sell at Che-woo Lui Hotel and Tourism Resource

Centre of SHTM

Reservation by phone

Promotion

Milestones
Milestones

Start Date

End Date

Budget / $

Advertising posters

Early
September
Early January

Early
September
Mid-January

34

Sending Emails

Mid August

Nil

Distributing leaflets

Early
September
Early January

Late
September
Early
September
Early January

Early
September
Early
September
Early January

Early
September
Late October

300

Employee

20,000

Sales Manager

Late February

20,000

Early
September
Early
September

Early
September
MidSeptember

Nil

Posting core picture

Discount periods

Advertising in PolyU
Life
Giveaways

Who is
responsible?
Employee

How to
evaluate?
Reflected by
sales volume

34

4,000

Marketing
Manager
Employee

4,000

10,000

Marketing
Manager
Employees

Reflected by
number of
approaches

Budget
2012-2013
$

Sales
Cost of production
Gross Profit

2,829,000
(1,131,600)
1,697,400

Marketing and
Promotion
Operation costs

(518,190)

Net Profit

1,120,842

(58,368)

Controls
1. Opinion forms
2. Mysterious shopper system
3. Promotional Campaigns
4. Regular talks and evaluation meetings

THE END