HTM2121_Online_Presentation.pdf

Transcript

1. DESSERT  ICON   Group  D   Chau  Yuen  Ching,  Pinky  11324653D   Chu  Sing  Lung,  Michael  11248792D   Wong  Wai  Yin,  Roy  11090628D   Yiu  Ka  Yee,  Artemis  11083736D
2. 1.  Business  Concept   2.  External  Environment  analysis:        Opportunity  and  Threats   3.  Target  Market   4.  Positioning  and  Marketing  Mix  (4P)   5.  Implementation  milestone   6.  Marketing  Budget   7.  Marketing  Controls  
3. To  promote  healthy  eating  habit Hong  Kong  Style  Dessert Mission To  provide  a  place  for  relaxing  and   gathering
4. Resources   Employees     -­‐  Provide  quality  customer   service     -­‐  Finish  food  production  by   cooperating  with  their   colleagues     -­‐  Trainings  will  be  provided Owners     -­‐  Is  also  managers   -­‐  Manage  a  team   -­‐  Enhance  the  morale  of  staff   -­‐  Minimize  turnover  rate   -­‐  Control  budget   -­‐  Design  menu     -­‐  Launch  promotion
5. Objectives Ø Break  even  after  6-­‐month  operation   Ø Gain  5%  return  on  investment  after  1  year
6. Micro-­‐environment Supplier Existing   Competitors Marketing   Intermediaries Publics Customers Opportunity Threat
7. Macro-­‐environment Demographic Technological Political Economic Cultural Opportunity Threat
8. u   Students   ü   Hong  Kong  Polytechnic  University   •  25000  students   ü   Hong  Kong  Community  College   •  7000  students   Ø Both  HKDSE  &  A-­‐Level  Students  
9. u   Tourists   ü Attractions  in  Tsim  Sha  Tsui  (TST)   Ø Avenue  of  Stars   Ø The  Clock  Tower   ü   Hotels  in  TST  East   Ø Kowloon  Shangri-­‐La   Ø The  Royal  Garden   Ø Regal  Kowloon  Hotel  Hong  Kong   Ø InterContinental  Grand  Stanford  Hong  Kong   Ø Hotel  Nikko  Hong  Kong   Ø Hotel  ICON  
10. —  The  large  of  variety  of  desserts     — Relaxing  and  comfortable  environment   — Acceptable  food  taste  and  affordable  price
11. —  Divided  into  seven  categories ü Chinese  Style  Dessert ü Tofu  Pudding ü Black  Glutinous ü Small  Ball-­‐Crushed   ü Chinese  Cakes ü Sago ü Grass  Jelly Over  Fifty  Kinds  of  Desserts
12. — Target  profit  pricing ü  aims  to  gain  5%  return  on  capital  after  1-­‐year   operation Break-­‐even  analysis:  Total  Revenue  =  total  Costs When  selling  price  >  $32   à  return  on  investment Average  selling  price  =  $32  
13. Shop  44B,  G/F,  Harbour  Crystal  Centre,   100  Granville  Road,  Tsim  Sha  Tsui —  Was  a  dessert  house  before   —  near  The  Hong  Kong   Polytechnic  University   —  many  restaurants  nearby   —  near  Hung  Hom  MTR  station  
14. —  Offer  5%  discount  off  to  the  students  of  Poly  U   —  Distribute  fly  sheets  on  the  bridge  outside  the  main   entrance  of  Poly  U   —  Ask  for  comments  of  customers  and  encourage  them   to  give  ratings  on  the  Internet       —  Doing  media  interviews  
15. Milestone Start   Time End   Time Budget Who  is   responsible? How  to   evaluate? 1 EatSmart@   restaurant.hk Campaign 1st  April 31st  March -­‐-­‐-­‐ Manager   and  chef Assessment   by  the   Department   of  Health 2 Quality   Tourism   Services 1st  April 31st  March HKD   5000 Manager Assessment   by  the   restaurant   itself  and   QTSA 3 Festivals  Promotion p  Chinese  New  year p  Valentine’s  Day p  Mid-­‐Autumn  Festival   p  Halloween   p  Christmas   Depends   Depends   HKD   1000 Chef Sales  volume   and   customers’   feedback
16. —  COST  ANALYSIS 56%   ($100,000)   39%   ($70000)   1%   ($1000)     1%   ($2450)   3%($5170)   INITIAL  COSTS  FOR  BUSINESS   Decoration     Equipment  and   Fixture     Insurance     Business  License     Restaurant  License  
17. 52%   ($60000)   36%   ($41975)   4%   ($5000)   4%   ($5000)   3%   ($3000)   1%   ($420)   0% ($300)   FIXED  COST  ANALYSIS   Salaries     Rent     Water  rate     Electricity     Gas  Bill   Depreciation  expense   Sundry  expense     —  COST  ANALYSIS
18. Items   Cost  (HKD) Raw  materials   40,000 Total 40,000 —  COST  ANALYSIS VARIABLE  COST  ANALYSIS
19. How  much  is  needed  to  cover  the  fixed  costs,   prepayment  and  variable  costs  for  the  first   month?   HK$  500,000 —  COST  ANALYSIS Cost  estimation  is  based  on:   -­‐  Websites  of  service  providers     -­‐  Personal  experience  of  the  owners  of  dessert  houses  in   Hung  Hom   Because  of  the  budget  constrain,   the  highest  food  cost  is  set  to  be  HK$  60,000
20. 0   50000   100000   150000   200000   250000   4   5   6   7   8   9   10   11   12   1   2   3   SALES  REVENUE   Month HKD —  SALES  FORECAST
21. Sales  volume  of  Dessert  Icon  would  be  affected   by:       u  New  opening  of  the  business   u  Seasonal  and  festival  promotion   u  The  amount  of  target  customers —  SALES  FORECAST
22. —  MARKETING  EXPENSE  FORECAST   84%   ($15000)   14%   ($2400)   2%   ($360)   MARKETING  EXPENSES   Print  Ad   Flyers     Internet     0   1   2   3   4   1   2   3  4   5  6  7  8  9  10  11  12  13   MAKETING  EXPENSES   %  in  Sales   Month The  marketing  expenses  must  be  below  5%  of  its  sales   revenue  in  each  month,  in  order  to  minimize  the  cost   because  of  a  tight  budget  in  the  first  year.  
23. —  BREAK-­‐EVEN  ANALYSIS   Average  price  of  dessert  served:  HK$  32   Average  variable  cost  of  dessert  served:  (HK$  40000X12)/70260  =  HK$  7   Total  Cixed  cost:  HK$1406420       Monthly  Break-­‐even  point  =  1406420/(32-­‐7)=    56257 Daily  Break-­‐even  point  =  56257  /  365  =  155     Sell  at  least  155  desserts  per  day      
24. —  PAYBACK  PERIOD  ANALYISIS   Total  fixed  cost  :  HK$  178,620   Month   4   5   6   7   8   9   10   11   12   1   2   3   Total   Profit/   (Loss)   11250   14075   16575   32825   51575   45325   36575   29075   43325   22825   19575   27075   350075   Payback  period  of  Dessert  Icon:  6.20  months Capital  return  in  first  year  :  8.2%  
25. Marketing  Controls Activity Frequency Profit  Control Sales  Analysis Monthly Efficiency  Control Evaluation  with  Employees     Service  Quality  Assessment Weekly Strategic  Control Contingency  Planning When  Necessary
26. ü   Marketing  strategies   ü   Availability  of  target  customers  in  the  region     Ø A  promising  business   v It  is  hoped  that  investments  could  be            provided  to  carry  out  the  business