We have expert cooks
from five-star hotel’s restaurant. They are proficient in desserts. We
also hire them for their enthusiasm and pay them at a rate well above
the minimum wage to facilitate low-turnover and long-term loyalty.
Alisa Hui is the
general manager and one of the founders of
Alisa graduated from the University of Hong Kong in 1999 with a degree
in Business Management. Alisa’s success as a Newspoint employee combined
with her formal business training makes her an ideal community leader
and business owner.
sells sweeten cakes like BerryBerryBerry and tiramisu, crispy bread like
toast, and strong-smelling drinks like cappuccino and lattes. Our
desserts are colorful, aromatic, and tasty.
Sourcing is critical
for any enterprise, especially a retail operation. The YMT Company
Limited will be our ingredient supplier. Beans will be imported from
Europe and fresh fruit from worldwide. YMT Company Limited is a huge
local supplier. It is several well-known hotel’s ingredient agent and
has links with different foreign companies.
At festivals, we
will hold celebrations to join happiness. Apart from selling, we provide
the place for parties. We have technological equipments to show films.
All the time, we will broadcast gentle music. In addition, our café will
be famous to lovers.
How sweet will it be
to have dessert with the other half? Our shop is peace and warm.
Customers learn to make desserts and show their love. Lovers can join
the teaching course together and make their own dessert at home. Office
ladies like to make cakes, too.
totally introduce $1,200,000 and loan from bank for $500,000 and we
expect to balance the introduction in 4 months’ time. Then according to
the analysis, we will break-even at about $400,000 in monthly sales. We
will avoid operating loss by knowing our competitors, our target
markets, business direction, and products we sell.
a local favorite for tourists,
students, lovers and couples.
To create a warm
environment to enjoy life.
To provide a jovial place
for celebrations and parties.
To teach customer make
To achieve a net profit of
$400,000 every month.
To succeed in this
business we must:
Sell products that are of
the highest quality and reliability. We must offer healthy and clean
Provide for the
satisfaction of 100% of our customers and members. Both are very
valuable to us and we will listen to their opinions patiently. We will
manage complaints and customer feedback. Customers are our first care.
Seriously manage our
We will introduce
some new dessert or drinks with alcohol. It will be an extra taste.
Market Analysis Summary
provides high-quality food and
services for customers. We design to provide food and drink in different
seasons. Season is the theme of our menu. We had an idea. Our cafe
supplies a place to a group of people who have gathered to participate
in a party. We will have some short-term cooking course for people to
learn making desserts.
divided into five groups. Include students, tourists, officers, lovers
With the affordable price,
the large student population will become an important part of the
customer base. Ideally, located in Mongkok, near to the popular shopping
area. For those finishing lessons to take a break or nothing to do.
Having a drink and some desserts will be the selling point for students.
The key is that price cannot set in high range!
A group of friends in celebration of Hollywood, X’mas or other festival,
provides a place for them to rent. We expect realize an increase of 20%
annually from this segment.
More tourists are traveling
in Hong Kong as in made evident by the increased demand of the local
airport. Mongkok is a famous place for shopping and entertainment
district that tourists were attracted to visit. Tourists feel tired
after the journey, so they need a place to drink and eat and rest. We
also anticipate a 15% annual growth rate in this segment.
Most officers work and sit
in office for all day long. At the end of the day, they feel tired,
bored, and anxious and hope to relax. These customers need a place to
take a tea time, to refresh with food and drinks.
These customers will range in age from 22 to
40. We provide short-term course for people who are interested in making
desserts. We anticipate a 20% annual growth rate in this segment.
By creating an
environment that is appealing to lovers, we secure targets between the
lover and the couple.
provides comfortable environment
for customers to enjoy a cup of coffee. They also can join our course
for making desserts if they are interested. We anticipate a 20% annual
growth rate in this segment.
such as current trends, addiction, and historical sales data ensure that
the high demand for desserts and coffee will remain constant over the
next five years. Most customers seek relaxation, fun and stress
management while a tea time. They also prefer comfortable environment in
the necessary facilities to attract such customers.
There are three
major trends at work in our market:
Nearly five years ago, a
trend towards more unique theme cafe began to develop in Hong Kong.
There had always been specialty coffee stores, such as Gloria Jeans,
Delifrance and Starbucks, etc. It would be competition with them in the
Lately, we've seen the
introduction of alcoholic drinks. We expect that can increase our income
and types of customers. Consumers often buy a cake or dessert to home or
office. Therefore, selling will be increased ideally.
However, we have also provided place for rent to participate in an
activity. Our services are convenient for a group of people who have
gathered to participate in a party. Consumers
often have celebrations in various festivals, so we anticipate
a place of booking will be increased during the holiday season.
will spend almost $5,000 dollars in the first month of operations to
build a brand and a loyal customer base.
Newspapers and magazines
offer a better opportunity to catch the reader’s attention. We will make
advertising on different newspapers and magazines. We also provide
coupons on newspapers and magazines for customers to use. Coupons are
the most common promotion. It's the ability to track results, as well as
their proven effectiveness, that makes coupon offers so popular.
The printed leaflets will
be delivered to the pedestrians and the buildings near to Mongkok. They
are appropriate for headline messages, such as our restaurant name,
address and menu. They can be effective for simple image advertising
messages, and especially to reinforce messages already being presented
in other media.
With three HK$200 bills can
be joining as a VIP member. We will give 10% discount for cash payment.
We will precede
their order and request with priority. We will send E-mails to our VIP
customers every season. Accumulate payment at
totaling HK$400 or above within 1 year, and the membership will be
automatically renewed for another 1 year.
We designed the website to
The biggest worth of Internet
is that it is international. The network is entering in our life step by
step. Internet has the highest impact of any medium. Our website has a
catalog of menu and we will renew the information.
Strategy and Implementation Summary
uses a strategy of total market service.
Every person is a
potential customer and all our potential markets will experience growth.
Marketing to one
segment of the population will lead to an expansion in overall market
Our main strategy is to develop a quiet and a non-smoking environment
for people to enjoy their tea-time and can make them feel relaxed at our
café. And they also can cook if they are interested in it.
gives visitors the highest quality of desserts, good coffee and a place
to meet, in a convenient locale
location is a very important competitive edge. It will be difficult for
our competitors to match our location.
The other competitive
edge in development is our reputation and involvement with the
community. We choose Mongkok because there
shopping there. If they feel tired,
they may come
have a drink and a rest.
We also provide courses
for people who are interested in making desserts. Although they need to
pay, we have professional cook to teach them.
The plan will
benchmark our objectives for sales promotion, mass selling, personal
selling and place
We are focusing
our marketing effort on the young people
community. We will implement
a strategy that treats these customers as a community. This means our
marketing resources will be centered on both sales promotions (events,
displays) and personal sales (customer service, friendly atmosphere).
Marketing promotions will be consistent with the Mission Statement.
couples, students and OLs who need a place to stop for gear and coffee
offers high quality food, gourmet espresso drinks, and a comfortable
place to meet and talk. Unlike our competitors, our store is relaxant
and offers exactly what most young people and lovers need.
We will encourage impulse buying, therefore it is important that we
maintain a flexible pricing strategy.
Our pricing strategy will be based on competitive parity
guidelines. We will not exceed competitors' prices by more than 10%, and
if a customer sees a price elsewhere for less, we will give it to them
for that price.
Price says a lot about a product. The products that are innovative
and not available elsewhere in the region will be marked up to meet the
demand curve. We are not afraid of premium pricing a premium product.
will implement a strong advertising promotion strategy.
Promote will be paid up to $2,000 to determine the needs of the
surrounding population and how the company may best meet those needs
with promotions, literature and other marketing programs
Promotional campaigns will be partially outsourced to Internet.
Sales promotions and public relation strategies will work together
to inform customers of new products like our season desserts and drinks,
to encourage an image of community involvement for In season, and to
limit environmental impact
Advertising will be consistent with our name,
Customers will buy our products directly in the shop. All telephone
orders (through our local number) or Internet orders will be taken at
the shop. We don’t provide any shipping services. All debits and
credits, order transactions, charge backs, and price discounts will be
accounted for on the SBT Accounting system at the Bend office.
We will promote to tourists, couples, students, OLs and others. Our
sales clerks, also trained in the ways of promotional tactics, will call
businesses within the area and establish additional sponsors for these
events and parties. They will close the sale immediately if possible,
enter the closure into the software accounting system, and provide sales
For in store sales, our strategy will be to maintain as much on-site
point-of-purchase literature as is physically possible. Our clerks will
be responsible for informing customers of the products and creating the
best fit between customer and product. Our salespeople will understand
that selling is about filling a need and feel relax, not pressuring the
customer to buy.
Sales programs will include sales awards for highest sales and customer
service awards for those employees who best exemplify
Season commitment to customers.
We will offer coupons in local area newspapers and magazines. These
coupons will offer buyers from 100% to 50% off any espresso drink and/or
buy one get one free espresso programs.
is owned by Alice, Amen,
Alisa, Kitty, Sandra and Yuki. The
being small in nature, requires a simple organizational structure. There
are four functional groups within the
General and Administrative, Sales and Marketing, Accounting,
and Production. The major
management decisions are always made by the owners
together as it’s easily to monitor
all other business activities.
is the General and Administrative manager. She has been selected to
perform the duties of manage the facilities, equipment, inventory,
payroll and other basic, operational processes. Furthermore, she may
approach to solving ambiguous problem of customers.
and Kitty are the Sales and Marketing managers. They handle the
promotion and scheduling of the café, as well as the promotion of the
special seasonal dessert and the cooking course. Use their
ability to identify strengths and weaknesses in the marketplace and
and Sandra are the Accounting managers. They establish the corporate
accounts and policies, also be a bookkeeper to prepare the financial
statement each month.
is the Production manager. Her duties include Customer Service and
assess the qualities of the products, also manning the Special seasonal
dessert and the cooking course. Sometimes, she may blending the
beverages for the specially customers.
staff will consist of two
employees working at $7,000 per month. One chef and two commises
(who had been
worked in five-star hotel and have more
than 5 years’
experiences of making desserts
and special drinks.) will be
employed. The chef responds to make desserts and the cooking course that
is making desserts. The commises
assist the chef and respond to the cooking course
that is making drinks.