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2. HTM 2121
TOURISM AND HOSPITALITY MARKETING
Group Project
Food and beverage operation in TST East
Molecular Gastronomy Bar
Tomorrow’s Bar
Candy Ma 11076006D
Matthew Ng 11186013D
Ida Hung 11010000D
Yvonne Chan 11072109D

3. Overview
External
Implementation Marketing
Environmental
milestone budget
Analysis
Marketing Mix Marketing
Opportunity and
Strategies and controls
Threats
Programs
Internal
Target Market
Environment
Analysis
Analysis

4. External Environmental Analysis
Demographic
trends
Economic Technological
trends trends
Ecological Political-legal
trends trends

5. Demographic trends
aged15-35 half of
total HK population
total of 17,032 population
in TST East in which 79.5%
of them is aged between
15 to 64
median monthly domestic household
income is HK$ 21,000.
Census and Statistics Department of The Government of the Hong Kong Special Administrative
Region. (2012). Table: Summary Statistics of Constituency Areas in Yau Tsim Mong District, 2006.

6. Ecological trends
Food supply will not
food waste issue :50
be able to meet
tons waste/year
demand by 2050
Cathy. (2009). Food waste in restaurant. Retrieved from
http://www.greenecoservices.com/food-waste-in-restaurants/

7. Economic trends
GDP of Hong Kong for the increased 3%
in 4th quarter of 2011
Consumer Price Index (CPI), the overall
consumer prices raised by 6.1% in
January 2012
>40% of households in HK. medium and
high expenditure ranges, increased 6.3%
and 6.4% respectively
Census and Statistics Department of The Government of the HKSAP. (2012).
Table 200: Selected Industry Averages and Analytical Ratios in the Industry Sections of
Import/Export, Wholesale and Retail Trades, and Accommodations and Food Services.

8. Technological trends
Introduce new cuisines
Internet users (per 100
spend 70% on a regular basis,
people) in Hong Kong
discretionary observe customers’
was last reported at
expenditure on leisure eating habit, discover
69.26 in 2010
new target customers
Kattiyapornpong, P. (2009).
Profiling Generation Y- Where do they travel. Journal of Travel Research. (3-6)

9. Political-legal trends
Apply Declaration through the
Department of Food and
Environmental Hygiene (DFEH)
Apply Liquor Licence and Club
Liquor Licence Liquor Licence from
the Liquor Licensing Board (LLB)
Amended Smoking (Public Health
Ordinance (Cap. 371)
Centre for Food Safety (2012), Food and Environmental Hygiene Department, HKSAR,
Part V of the Public Health and Municipal Services Ordinance (Cap. 132).

10. Competitors
Bo Innovation • Similar products and service
廚魔 • Same customers
Aspasia • Location: TST
Other • The Krug Room
Competitors • Caprice
Aspasia. (2010). Retrieved from
http://www.tripadvisor.com/Restaurant_Review-g294217-d918027-Reviews-Aspasia-
Hong_Kong.html

11. Opportunity and Threat
• Increased conscious in the trend of
Molecular Gastronomy
Opportunity • Increasing Income of GDP
• Increasing concern of food
shortage
• Lack of technology in HK
Threat • Various competitors

12. Internal Environment Analysis
Tomorrow’s Bar Mission
Objective
Resources

13. Mission
Target
Tomorrow’s Bar Theme Opening hours
Customer
• a cross- • white-collars • from
cultural of • aged 18-35 11:30a.m. to
Molecular 15:00p.m
Gastronomy • 7:30p.m. to
with Eastern 3:00a.m
and Western • Everyday
style.
• located in
TST East

14. Objective
Performance-
Short-term Long-term
maximizing objective
• To establish positive • To become the • expected to be
public image within famous superior market-stimulated
1-3 years in HK. restaurant in Hong with a high degree of
• To gain a year-on- Kong in the coming uncertainty about
year 10% sales 10 years. their ultimate market
during first five • To develop a good potential.
years. public relation with • emphasizing unique
• To increase market the customers in the products and
share by 15% after 3 society within 10 services to increase
years. years. its competitive
• To retain 5% of the advantages and to
customers/year. enlarge its market
share

15. Resources
• Top Chefs
Human • Talented Managers
Resources • Training courses for
employees
• Non-monetary reward
Morale • Keep in high level
Capital and • Obtain bank loan
• Maintained regularly
Machine • Monitored raw material

16. Target Market Analysis
Target Characteristics
Needs
customers of customers
• Aged 18-35 • Non- • Facing huge
• White-collar pecuniary work
employees rewards pressure
• In TST East • 35% • Want to relax
motivated by after work
social needs
• Join club or
bar

17. Marketing Mix Strategies
Positioning
Creative and
innovative
Middle class
Advanced
business man as
techonology
target customers

18. 4Ps
Price
Marketing
Promotion Mix Product
Strategies
Place

19. Price
Method
• Price range is set between HK$200 to HK$500 per dish,
which is higher than ordinary food
• Send a message to prestige-conscious consumers
• Continue to associate these values with the product
Strategy
• Planned to implement market skimming as its pricing
approach
• Recoup the investment involved in product development

20. Product

21. Place
Location Decoration Private Rooms
• TST East • Relaxing • rectangular form
• Upper floor • Comfortable • grid pattern
• dim lights • side by side with
• candles on table sofa and
cushions
• home-away-
from-home
sense of feelings

22. Promotion
Advertising
Personal Public
selling Promotion Relations
Sales
promotion

23. Advertising
Mobile
TV Programme application Websites
• Invite several • providing the • official website
famous bar’s menu, in multiple
gourmets (e.g. transportation languages
Tao Tao) to taste information and • FaceBook
through special offers • Yahoo! and
Television • Game: creating Googles
programmes new forms of
• will be molecular
broadcasted at gastronomy by
night period users

24. Public Relations
Promotional event
• Planned to hold a public event in the plaza
• Demonstrate the cooking process of various types of
dishes and audiences will be invited to taste the dishes
• Provide the theme night every Friday
Teaching class
• The first 100 customers will be invited to a teaching class
• The Chef Executive of bar will teach them
• Making the unique style and taste of dishes

25. Sales Promotion
Sales Promotion
•Provide VIP cards
•Consume more than $1500 in bar
•Enjoy 85% discount off
•First 100 customers can get the VIP
card for free

26. Implementation Milestones
Milestones Start date End date Budget Who is How to evaluate?
responsible?
Decorating 1/1 31/3 $750000- 1000000 Person in charge Inspection on
every week
Recruiting staffs 3/3 17/3 $10000-15000 HR manager Hold the
recruitment day
Training 15/3 1/5 $30000-45000 Training Work rules test
department and role play
before the
opening
TV programme 1/5 31/11 $28888 x 6 = Marketing Compile statistics
$173328 department of customers a
week after the
programme
released
Mobile application 1/6 31/12 $6000-10000 Marketing Compile statistics
department of downloading
rate from the
system
Printed 1/6 31/12 $8000 x 6 = Marketing Questionnaire
advertisements $48000 department
Promotional event 1/7,1/8,1/9 31/7,31/830 $50000-70000 Marketing Questionnaire
each month /9 etc. department
Teaching Class 11/7 18/7 $9000-12000 Marketing The popularity
department from the joining
number
Market evaluation 1/8 31/8 $1500/report Marketing Questionnaire
department
Market research 1/10 31/10 $2000/survey R & D department Analyze the
factors related to
the business
operation

27. Marketing budget
• Sales forecast:
First 10 months the growth slow
because of low brand.
In year 2, we expect our sales
volume will increase further as
we should have gradually
developed .
Expenses Distribution
Expenses Distribution
6% 2%
Employees
25%
salaries 25%
Empolyees salaries
Maintainers
2% 20% Maintainers expenses
expenses
Promotion Promotion expenses
15%
expenses Food & Baverage expenses
2%
Food & Beverage
30% TST East rental fee
expenses
TST East rental Operational expenses
20% 15%
fee sundries
Operational
6% 30%
expenses
sundries 2%

28. Marketing controls
External Internal Contingency plan
• Brand name: • organize a weekly • plan B to adjust the
1) collect the opinions meeting situation
2) questionnaires will • food safety • Discount
be conducted half supervision • Set of dinner
yearly • menu of the meal
3) professional have to change every
marketer will be hired 3-4 months
• Financial measures • he quality of the food
1)professional
• e advanced
auditing company
knowledge about the
• 2)cash flow will be meal for waiters
monitored every
month

29. Reference list
• Arboleya, J. C., Aduriz, A., Lasa, D., Vergara, J., Duch, A., Olabarrieta, I., et al. (2007). Oral presentation. 2nd International symposium on delivery of
functionality in complex food systems. University of Massachusetts. Amherst. USA. From the chef's mind to the dish: How a scientific approach can
help to make the way easier.
•
• Aspasia. (2010). Retrieved from http://www.tripadvisor.com/Restaurant_Review-g294217-d918027-Reviews-Aspasia-Hong_Kong.html
•
• Bo Innovation. (n.d.). Retrieved from http://www.boinnovation.com/html/restaurant.php
•
• Caprice. (n.d.). Retrieved from http://www.dianping.com/shop/2198821
• Cathy. (2009). Food waste in restaurant. Retrieved from http://www.greenecoservices.com/food-waste-in-restaurants/
• Centre for Food Safety (2012), Food and Environmental Hygiene Department, HKSAR, Part V of the Public Health and Municipal Services Ordinance
(Cap. 132). Retrieved form:
http://www.cfs.gov.hk/english/food_leg/food_leg_list.html#part5
• C.J. Reissig.& E.C. Strain. & R.R. Griffiths. (2009). Caffeinated energy drinks—A growing problem. Drug and Alcohol Dependence. 99. (1–10).
•
• Census and Statistics Department of The Government of the Hong Kong Special Administrative Region. (2012). Table 200: Selected Industry Averages
and Analytical Ratios in the Industry Sections of Import/Export, Wholesale and Retail Trades, and Accommodations and Food Services. Retrieved from
http://www.censtatd.gov.hk/hong_kong_statistics/statistical_tables/index_tc.jsp?charsetID=2&tableID=200&subjectID=
•
• Census and Statistics Department of The Government of the Hong Kong Special Administrative Region. (2012). Table: Summary Statistics of
Constituency Areas in Yau Tsim Mong District, 2006. Retrieved from
• http://www.censtatd.gov.hk/hong_kong_statistics/statistical_tables/index_tc.jsp?charsetID=2&tableID=174&subjectID=
•
• Cuisine Innovation (2012) website. Retrieved from: http://www.cuisine-innovation.fr/php_creations/cuisine-
innovation/cms/content/view/14/46/lang,en/
•

30. • Guide on Types of Licences Required (2012), Food and Environmental Hygiene Department, Ordinance (Cap. 371).
Retrieved form:
http://www.fehd.gov.hk/english/licensing/Guide_on_Types_of_Licences_Required.html
• H. McGee. (2004). On food and cooking: The science and lore of the kitchen, (2nd ed.)Scribner, New York.
•
• Janthima Kaewpradab. (2006). Bangkok: Huacheaw Chalermprakiert University. Photocopied. The Relationship between Job Satisfaction and the
Organizational Commitment of Employees, M.B.A. (Business Aministration).
•
• Kattiyapornpong, P. (2009). Profiling Generation Y- Where do they travel. Journal of Travel Research. (3-6)
•
• Line Holler Mielby & Michael Bom Frøst. (2010). 「Expectations and surprise in a molecular gastronomic meal」. Food Quality and Preference. 21.
(213–224).
• N. Kurti. (1969).The physicist in the kitchen, Proceedings of the Royal Institution of Great Britain. 42. (451–467).
• Mr John C Tsang. (2010). the Appropriation Bill 2010. Retrieved from: http://www.info.gov.hk/gia/general/201004/21/P201004210173.htm
• New.gov.hk from Hong Kong’s information Services Department (2011), GDP rises 7.2%, Business & Finance, June 20, 2011.Retrieved from:
http://archive.news.gov.hk/en/categories/finance/html/2011/06/20110620_192823.shtml
• Roongrawee Saithep. (2008). M.A. (Business English for International Communication). Bangkok: Graduate School, Srinakharinwirot University. A
Survey of Motivational Factors of White-Collar and Blue-Collar Employees at Mattel Bangkok Limited. Retrieved from:
http://thesis.swu.ac.th/swuthesis/Bus_Eng_Int_Com/Roongrawee_S.pdf
• Tabacco Control office of Department of Health, (2012), Tobacco Control Legislation. Retrieved from:
http://www.tco.gov.hk/english/legislation/legislation_sa.html
• The Krug Room. (n.d.). Retrieved from http://food.vpire.com/614/the-krug-room/
• The S. Pellegrino World. (2007). The S. Pellegrino world's 50 best restaurants, Restaurant Magazine.
• Vega. César. & Job Ubbink. (2008). “Molecular gastronomy: a food fad or science supporting innovative cuisine?” Trends in Food Science &
Technology 19. (7). (372–382).