1. HTM 2121
TOURISM AND HOSPITALITY MARKETING
PolyU Sushi- Marketing Proposal
Tutorial class: Monday 12:30 – 13:20
Chan Chui Man, Cathy 10554747D
Chung Tuyet Trinh, Nancy 11700925D
Ho Wing Shan, Doris 11505622D
Chan Wun Fong, Yan 11564505D
Ng Ting Ting, Sponge 10580857D

2. Presentation Schedule
• ENVIRONMENT ANALYSIS
– MACRO ENVIRONMENT (Demographic, Political, Economic, Social-Culture, Technologies, Natural)
– MICRO ENVIRONMENT ( Suppliers, Marketing Intermediaries & Publics, Customers, Competitors)
SWOT ANALYSIS (Strength, Weakness, Opportunities, Threats))
• BUSINESS OBJECTIVES
• TARGET MARKET
• MARKETING MIX ELEMENTS – 4PS (Product, Price, Place, Promotion)
• STRATEGY PYRAMID
• IMPLEMENTATION MILESTONE
• MARKETING BUDGET (Sales Forecast, Operating and Marketing Expense Budget,)
• MARKETING CONTROL (Internal, External)
• CONCLUSION
• REFERENCES
• APPENDICES - COMPETITORS ANALYSIS,
POLYU STUDENTS’ CHARACTERISTICS

3. Environmental
Analysis
• Macro Environment
• Micro Environment

4. Macro Environment
• Demographic
• Political
• Economic
• Social-Culture
• Technologies
• Natural
SWOT Analysis - *Opportunities and Threats*

5. Demographic
PolyU students, teachers, officers and visitors
Opportunities
• New education scheme will increase the number of students
• Increase basic traffic flow in main campus
Threat
• The characteristic of teenagers are like
freshness and change their interest easily

6. Political
Opportunities
• Support (subside) from government
• Employ highly educated sales person in order to face different
people
Threat
• Political issue may cause increase of operation
expenditure e.g., minimum wage
• Time consuming of getting licensing from different
government departments e.g. Food and Environmental
Hygiene Department, fire inspection and regulations

7. Economic
Opportunities
• Increase in income (minimum
wage) and higher purchasing
power, willing to spend more
Threat
• Global inflation, increase of
operation cost e.g. higher
salary cost, cost in F&B,
increase equipment
maintenance cost

8. Social-Culture
Opportunities
• The trend of healthy lifestyle
• Little time to have lunch, fast sushi
food is favorable choice
Threat
• Students’ favors and attitude change
quickly

9. Technological
Opportunities
• Technologies advanced increase the
productivity and standardize the operation
procedures become more effective and
efficient –Sushi making machine

10. Natural
Threat
• Nuclear leakage from 311 Japan
earthquakes, people may afraid
the food safety from Japan
• Extra promotion is needed

11. Micro Environment
• Suppliers
• Marketing Intermediaries & Publics
• Customers
• Competitors
SWOT Analysis - *Strengths and Weakness*

12. Suppliers, Marketing Intermediaries & Publics,
Customers
• Suppliers (Local) Minimize negative impact
– Variety of choice
– Quality products
– Competitive price
• Market Intermediaries & Publics
– Free marketing channel
– Positive/ Negative “word of mouth”
• Customers Basic traffic flow
– PolyU students
– PolyU staff

13. Competitor Analysis
On Campus Off Campus
Student Canteens & International
Restaurant Supermarket
Staff Canteen & Sushi Takeaway
Restaurant
Genki Sushi
Lawn Café
LibCafe@PolyU Other Restaurants
Collegiate Café at TST East
Theatre Lounge

14. Strengths & Weaknesses
• Strengths
– New products: sushi, sashimi
– Quick, healthy food
– Reasonable price
• Weaknesses
– Competitors
– Lack of experience

15. Business Objective
• To achieve the profit of 10% in the
first 12 months of operation
• To experience-increasing number of
customers and loyalty customers
• To become a recognizable healthy
food and successful small takeaway
outlet within PolyU campus

16. Target Market
PolyU Students
Why we choose PolyU students?
• Over 30,000 students
• Daily traffic flow
• No sushi shops before (new and
fresh for students)
• Over 80% of students are welcome
to have a sushi shop high
position in their mind
• Providing a quick, healthy, easy
food with reasonable price $3 per
one

17. Marketing Mix
Elements (4Ps)
• Product
• Price
• Place
• Promotion

18. Product and Price
• Maximize quantity strategy
 Increase the competition
• Low pricing strategy
 Attract more people buying our product
 The more they buy
 Seeks to maximize the number of units sold
or the number of customers served
 Reduce long term cost

19. Product and Price
Four groups of product offered in our shop
 Sushi, Sashimi, Package box and Soft drink
 Hong Kong people love salmon
 Diversify food fulfill different people needs
Sushi groups: Sashimi:
23 kinds of sushi ($3-$5) Four different types ($25-$35)
Package box : Soft drink:
Four different types($30-$40) Four kinds of drinks ($5-$10)

20. Menu
Cooked Burning
Salmon Tuna Sweet shrimp
shrimp salmon belly
Kabayaki On behalf of Hanamaki
Clams Octopus
Sushi: stand fish Martin sushi
$3 - $5 Salmon Mustard Crab meat
Crab Roe Tuna fish salad
seed octopus salad
Jade sub-
Corn China Spicy Conch Eel
burning
salad Salad
Sashimi: Salmon Clams Vertical Sweet shrimp
$25 - $35 sashimi sashimi sashimi sashimi
Cooked
Salmon Diversified
Package box: 太卷什燴 diversify
package package box
$30 -$40 餐盒 package box
box 什錦生餐盒
什錦熟餐盒
Drink:
Coke Sprite Lemon tea Marbles soda
$5 - $10

21. Place
• Provides take away service
• Approximately about 200 sq. metres
• Best location within the Hong Kong Polytechnic University:
Between M and N core
• The followings are the reasons:
– Centre point in the University
 Most of the students must pass
through M and N core every day
 Benefit from the large traffic flow

22. – Next to the student’s computer centre
 Project assessments need to assess internet , students usually go
to M core to discuss their projects, printing notes for their lectures
 Greater chance for students to buying our food
– Opening area and some tables and seats nearby, students can eat
their sushi at these places
 A new open area in front of the N core, a new and large plasma
television, many staircases for people to leisure and sitting, a
transparent cover was built on top

23. Café lawn = Threat ??
• People may consider it may be a threat to the “PolyU
Sushi”
• We do not conceive it is a competition
– Sell different kinds of food
“Café lawn” mainly sells western food, like
sandwiches, muffin and coffee
“PolyU Sushi” mainly sells Japanese food, like
sushi and ramen
– Having another restaurant nearby, form a small
type of food court
Attract more students to come and consume our
products

24. Promotion
“PolyU Sushi” has the following promotional strategies:
• PolyU Privilege – Students, staffs of PolyU upon showing
identification card, purchase with 10%off discount.
• PolyU Sushi’s loyalty –Stamp collection scheme. Purchased over
$30, we will give u a stamp. After collecting 15 stamps, you will be
rewarded with a free soft drink and three pieces of sushi.
• Rice and Drink Combo – If you buy a box of rice, you only need to
add $3 to buy any kind of drinks.
• Very Important People of PolyU Sushi – To be the Very Important
People of PolyU Sushi, you only need to register through our
website www.polyusushi.com.hk. After becoming our members,
you will receive some coupons and the latest news of “PolyU
Sushi”. On the VIP’s birthday, VIP will receive a little birthday’s
surprise.

25. Promotional Methods
• Advertising
– Posters
– Open a “Facebook page”
– Hand out some leaflets that include a discount coupon
– Mailing method by sending email to our VIPs
• Strategic Alliance Program
– With the Hong Kong Polytechnic University Students’ Union
(HKPUSU)
– Members of the HKPUSU can enjoy a promotion
( buy ten pieces sushi and get one piece free)
• Theme Promotion
– Decorate our shop and introduce limited item on Japanese
festivals
– Organize a booth in International Gala to display the culture
of Japan  Make some Japanese food for our guests to taste

26. Strategy Pyramid

27. Implementation Milestones
• ‘PolyU Sushi’ shop will be opened on 1/9/2012
• Below table showing our plan in achieving the
strategy for the first operating year
(1/9/2012 – 31/8/2013)

28. Who is
Milestones Start Date End Date Budget How to evaluate?
responsible?
Posters and ‘Facebook’
page:
Throughout the year Sales Revenue will be
Advertising Leaflets: $1000 Boss increased or decreased after
The whole first open the hanging of leaflets
month (9/2012)
Compare business between
$ 18,315
Senior Manager the number of PolyU
Polyu Privilege Throughout the year (0.3% of the
customers and outside
total sales)
customers
$ 3552 (0.1% Compare the total sales
Strategic alliance
1/3/2013 31/8/2013 of the total Senior Manager revenue and the one related
program
sales) with using the HKPUSU’s card
‘Polyu Sushi’s Loyalty’ Compare the sales revenue
1/9/2012 28/2/2013
collecting stamp $5000 Junior Manager whether increase or not after
program launching
‘Very Important Count the number of coupons
People of Polyu Sushi’ Throughout the year $600 Full time staff used and the total number of
membership program registered members
International Gala: On the gala, interview the
1/3/2013 (Friday) students and ask their opinion;
Shop’s theme Decoration: having a comment’s broad in
Theme Promotion Throughout the year $2000 All the staffs
our shop, customers can feel
free to leave their comment
about our shop and decoration

29. Marketing
Budget
• Sales Forecast
• Operating Expense Budget
• Marketing Expense Budget

30. Sales Forecast
Working Hours Total sales per month (Normal month):
(500+12,600+5,400)X30days=$555,000
Morning: 10:00 - 12:00
Peak time:
10 person X $25 X 2hrs = $500 $555,000 X 120% = $666,000
Afternoon: 12:01 - 18:00 Normal time:
60 person X $35 X 6hrs = $12,600 $555,000
Low season time:
Night: 18:01 - 21:00 $555,000 X 40% = 222,000
40 person X $45 X 3hrs = $5,400
20% PolyU staffs, 80% PolyU students

31. High Season: March, April, November and December
 Mid-term and Examination time for PolyU students
 Significant longer time for revisions
 More likely to spend on dinning
Normal Business: February, May, June and October
Low Season: January, August and September
New semester just start or school holidays
Sales are estimated to be drop dramatically

32. Operating Expense Budget
Month 9 10 11 12 1 2 3 4 5 6 7 8
Total Sales 222000 555000 666000 666000 222000 555000 666000 666000 555000 555000 555000 222000
Operating
Cost
Rental fee 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000
Wages
Senior 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000
Manager
Junior 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000
Manager
Full time 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000
staff
Part time 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500
staff
Part time 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500
staff
Material( 111000 277500 333000 333000 111000 277500 333000 333000 277500 277500 277500 111000
food)
Amenities
Water 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000
Electrcity 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000
License
Food 210 210 210 210 210 210 210 210 210 210 210 210
license
Total 204210 426210 426210 426210 204210 370710 426210 426210 370710 370710 370710 204210
expense

33. Marketing Expense Budget
Month 9 10 11 12 1 2 3 4 5 6 7 8
Total Sales 222000 555000 666000 666000 222000 555000 666000 666000 555000 555000 555000 222000
Marketing
Cost
Advertising 150 75 75 75 50 100 100 100 100 75 50 50
666 1665 1998 1998 666 1665 1998 1998 1665 1665 1665 666
Polyu Privilege
Strategic N/A N/A N/A N/A N/A N/A 666 666 555 555 555 555
alliance
program
‘Polyu Sushi’s 500 1000 1000 1000 500 1000 N/A N/A N/A N/A N/A N/A
Loyalty’
collecting
stamp
program
‘Very 50 50 50 50 50 50 50 50 50 50 50 50
Important
People of
Polyu Sushi’
membership
program
Theme 100 100 100 100 300 100 200 100 100 100 500 200
Promotion
Total expense 1466 2890 3223 3223 1566 2915 3014 2914 2470 2445 2820 1521
% of the total 0.660% 0.520% 0.484% 0.484% 0.705% 0.525% 0.453% 0.438% 0.445% 0.441% 0.508% 0.685%
sales

34. Marketing
Control
• Internal
• External

35. Marketing control
Internal External
• Sales analysis • Feedback from customers’
(Every month) satisfaction surveys
• Expense control (Around 6 months)
(Every month) • Market share analysis
• Profitability analysis (Every year)
(Every month) • Activities of competitors to
• Quality controls aspects of our plan
(Everyday) (Any time )

36. Conclusion
Our Group think that by adopting the following:
• Choosing the right location
• Targeting the right market with the right products
• Implementation of different marketing strategies and theme promotions to
successful target this market segment in order to achieve the objectives of 10%
within 12-months of operation
PolyU Sushi can be SUCCESS!!