2121 presentation
TRANSCRIPT
1.External environment analysis
Macro-environmentDemographic
PoliticalEconomic
Technological
MicroenvironmentSuppliersMarketing
intermediariesPublics
CustomersCompetitors
2. Opportunities and threats
OpportunitiesMarco:Politically, individual traveling scheme Mirco:more potential customers
ThreatsMarco:Demographically, no increase in income
Mirco:strong competitor
3. Competitor – The Ritz-Carlton, Hong Kong
• Background• A worldwide luxury hotel company• Located at International Commerce Centre, 1 Austin Road West, Kowloon
Reasons for choosing as competitor:
• Two main target customer groups• Independent travellers & meeting event
planners • Gift shop• Physical store & global gift shop online
Ritz-Carlton Online Shop
Strengths
-High reputation & loyal customers-A wide range of products-Global online shop
Weaknesses
-High price-Global online shop fails to localize the products-Lack of uniqueness-Sales tax maybe charged
4. Objectives
extend customers’ experience
through selling
souvenirs
advocate environm
ental friendly products
promote Hotel X’s
brand name
5. Target market
in-house business travelers
higher spending
power
young to middle adults aged 26
to 55
most likely to purchase
green products
6. Marketing mix strategies and
programs
1st
Business product line
Product
business product line
Business
Deluxe Business
Pen
Metal Pen USB stick
Mobile phone USB
charger
4 in 1 laserPen
Spa product line
Spa
Mini Spa Kit
Candle in Tin
Ayurveda Massage
Oil
Essential Oil
Price
1. Pricing objective
Image objective
Promotion
LCD monitors & Flyers
Internet & Social media
Internal promotion
Promotion week
Place (Distribution)
1.Physical Shop
2.Online shop
Physical Store
7. Implementation milestoneMilestones Start Date End Date Budget Who is
responsible?How to evaluate?
Advertising January December $250 X 12= $3,000
Public Relations Department
Questionnaires to collect feedback; click-through rate of online shop
Seasonal promotion
End of January; Mid-November
End of February; Mid-January
$80,000 x 2=$ 160,000
Sales and Marketing department
Customer feedback form; sales volume
Promotion discount
January December $875,874 / 0.9 x 0.1 + 583,917 x 40% x 0.1 x 4 = $190,746
Sales and Marketing department
utility rate of coupon
8. Marketing budgetSales Forecast
Sales forecast (monthly) = Capacity of Hotel (room available x average guest number per room) x Assumed occupancy rate x Assumed probability of entering the souvenir shop X Assumed
probability of purchasing souvenirs x Price x Assumed standard sales volume x Seasonal Sales Adjustment
Table of Sales ForecastMonth
Product
1 2 3 4 5 6
Business products
$ 344,645
$ 344,645
$ 229,764 $ 229,764
$ 229,764 $ 229,764
Spa products
$ 531,229
$ 531,229
$ 354,153 $ 354,153
$ 354,153 $ 354,153
Total sales $ 875,874
$ 875,874
$ 583,917 $ 583,917
$ 583,917 $ 583,917
Month
/Product
7 8 9 10 11 12
Business products
$ 373,366 $ 373,366 $ 172,323 $ 172,323 $ 172,323 $ 344,645
Spa products
$ 575,498 $ 575,498 $ 265,615 $ 265,615 $ 265615 $ 531,229
Total sales $ 948,864 $ 948,864 $ 437,938 $ 437,938 $ 437,938 $ 875,874
Sales Forecast of Products
HK
$
Month
1 2 3 4 5 6 7 8 9 10 11 120
100000
200000
300000
400000
500000
600000
700000
800000
900000
1000000
Spa productsBusiness products
10. Marketing controls9.Marketing Control
Questionnaires
Financial reports
Click-through rate of online shop
Assessment meetings
Contingency plan
Souvenir Silver, Serves You Forever