Yiu Chi Pang, Jacobs 11199684D

Lam Chi Yin,Janet 11096323D

Choi Mau Ying Uny110342839D

Papa

HTM 2121TOURISM AND HOSPITALITY MARKETING

FLOW OF PRESENTATION

External Environment

Competitor Analysis

Opportunities and Threats

Business Concept and Objectives

Target market

Market Positioning

Marketing Mix

Milestone

Marketing Budget

Marketing Control

External Environment

1.Demographic trend

-visitor arrivals broke the record

2.Economic trend

-global GPA has increased by 3.3%

3.Ecological trend

-supply of raw material

-supply of renewable energy

4.Technological trend- Smart phone, renewable-energy machines, E-shop

5.Social-cultural trend

-visitor explore more local culture

Competitor Analysis

• Organic products

• Relatively low price

• Simple products

• Traditional Chinese products

• Special products

• Not up to date• Lowest price

• Green products• Comfortable

products• Reasonable

price• Simple design

• Culture Museum

• Cultural characteristic

• Raw material and wood

• Highest priceG.O.D. Emoi

MujiYue Hwa

Other competitor

Opportunities and Threats

Suppliers

Marketing intermediaries

Customers

Publics Competitors

Opportunities Threats

Suppliers: ↑supplier of renewable raw materials (Example: Dynamic Energy Alliance recycles the useless tire into raw materials (Dynamic Energy Alliance 2011).

↓raw materials& energy ↑cost &wages

Customers:↑ international attention to Hong Kong culture (Example:Echoes of the rainbow won the Crystal Bear award at the Berlin Film Festival in2010)

Opportunities Threats

Suppliers: ↑supplier of renewable raw materials (Example: Dynamic Energy Alliance recycles the useless tyre into raw materials (Dynamic Energy Alliance 2011).

↓raw materials& energy ↑cost &wages

Customers:↑ international attention to Hong Kong culture (Example:Echoes of the rainbow won the Crystal Bear award at the Berlin Film Festival in2010)

Opportunities Threats

Competitor Combine green and HK culture The design of our competitor is too simple- more creative design

Competitors have greater variety of products and more distribution channel

Marketing intermediaries

internet widely-used distribution channelOnline shop , advertisement online

Older generation may not know how to use the internet

Opportunities Threats

Publics More environmental groups Examples: Green Peace To sell green products

Business concept & Objectives

• Trendy ,modern products with stylish designs• Aim: increase publicity & profit of Hotel X• Focus: promote Hong Kong culture though

our design• Hotel X: environmentally friendly approach• Promote Hong Kong culture , environmentally friendly.• Objectives of our business : increase 15%of the sales revenue at the end of the second year of operation.

Target Market

Analysis of our target market: •Guests of Hotel X: Place of residence:Australia (10%) ,USA(10%) Occupation: manufacturing (15%) and trading industry (14%) Purpose of the trip: leisure (51%) business or meeting (31 %) Reservation channel used : internet , hotel website (41%) Online booking website (40%) usually make use of the internet ( statistics provided by Hotel X 2011)

• Impressed by the technological advance & minimalist design like the- they also like the design that can represent Hotel X’s characteristics

(tripadvisor.com 2012)

Positioning

X

X’s

MARKETING MIX

Seasonal Products

e.g. Lunar New Year : T-shirt with Chinese wordings

Product : anything that can be offered to a market for

attention, acquisition, use, or consumption and that

might satisfy a want or need.

PRODUCT

1. Unique selling point – traditional Hong Kong culture

clothing: e.g. Male “tang suit” Female Chinese traditional style

Small quality products:

e.g. keychain, magnet, photo frame

shopping bags

Clothing

Cosmetic

2. Unique selling point – use of renewable raw materials

3. Unique selling point – technological products

complement products of Apple

e.g. iphone and ipad case

alumni to design the

cases : Competitive advantage

show that all of our products are made in Hotel X

attract more customers from all around the world

Hotel X’s logo

• X real physical shop

• Main selling channel :online shop 24 hours hotline deliver service

SERVICE

1. Online Promotion own official website: describe our products

group buying: cooperate with GROUPON and BEECrazy

offer some discount

PROMOTION

 

2) Direct Mailing send a direct mailing to the guests

order some products

3) Advertising newspapers and magazines

e.g. Umagazines and Weekend weekly

4) Sale Promotions 20% off to guests who are staying in Hotel X

discount to all guests during Hotel Icon’s anniversary.

5) Personal selling specialists to up sell our products in the concierge

order the products there and some stuff may deliver their order to their room directly

6) Public Relation organize different events throughout the year

lucky draw during Christmas and New Year

E.G up to $1000, lucky draw and win our prize

• Determinants: product cost & competitors’ selling price• High quality raw materials & high cost technology to

recycle• Psychological pricing strategy

$500-$1000

• Special sales promotions: 20% off discount

PRICE

• Online shop

Mail delivery

• Marketer promoting products around Hotel X• Brochures at everywhere: concierge, dining tables …

Room delivery

PLACE

Milestone Start Date End Date Budget Evaluation Method

Advertisement(Magazines)

1st May 2012 30th April 2013 $17,000 Sales Record

(More frequent in the first three months and seasonal events)

Online Management

1st May 2012 30th April 2013 $12,000 Online Sales Record

Promotion Specialists

1st May 2012 30th April 2013 $216,000 Specialists’ Sales Record

Seasonal Events

Lunar New Year, Easter, Summer and Christmas

$40,000 Sales Record

IMPLEMENTATION MILESTONE

MARKETING BUDGET

  “Cheongsam” “Tang Suit” $1000 each

Festival Products($500 each)

Featured Accessories($500 each)

Recycled Products($1000 each)

Technological Products($500 each)

January $7,000 $3,000 $3,000 $40,000 $45,000February* 16,000 4,000 4,000 60,000 80,000March 10,000 5,000 5,000 40,000 45,000April* 24,000 6,000 6,000 100,000 120,000May 15,000 5,000 5,000 60,000 80,000June 15,000 5,000 5,000 60,000 80,000July 15,000 5,000 5,000 60,000 80,000August* 20,000 6,000 6,000 100,000 120,000September 15,000 5,000 5,000 60,000 80,000October 15,000 5,000 5,000 60,000 80,000November 15,000 5,000 5,000 60,000 80,000December* 28,000 6,000 6,000 100,000 120,000Total $200,000 60,000 60,000 $800,000 $1,010,000

SALES FORECAST

• In the beginning: lower purchase rate• Seasonal events: higher demand• Technological products: more popular

Total Expected Sales Revenue: $2,130,000

MARKETING EXPENSES FORECAST

• In the beginning: heavier advertising expense (3 months)• Seasonal events: more advertisement• Marketers: two x $9000 per month

Total Expected Marketing Expense: $285,000

  Magazine Advertisement

Online Management

Employ Marketers

Seasonal Events

January $2,000 $1,000 $18,000 $-0-February 2,500 1,000 18,000 10,000March 1,500 1,000 18,000 -0-April 2,000 1,000 18,000 10,000May 1,000 1,000 18,000 -0-June 1,000 1,000 18,000 -0-July 1,000 1,000 18,000 -0-August 1,500 1,000 18,000 10,000September 1,000 1,000 18,000 -0-October 1,000 1,000 18,000 -0-November 1,000 1,000 18,000 -0-December 1,500 1,000 18,000 10,000Sub-Total $17,000 $12,000 $216,000 40,000

• Regular control and monitoring work

Room for improvement?

• Planning• Measurement

Statistical reports, mystery shoppers’ reports …

• Corrective action

Training programme, fire staff, revising standards …

• Evaluation

MARKETING CONTROLS

Thank you !!

THE END