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Marketing Plan. —Books Bar Michelle Peggy Shirly Grace. Executive Summary. Description is a business of providing service and place for people to enjoy their spare life in reading &working. . Executive Summary.

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marketing plan

Marketing Plan

—Books Bar

Michelle

Peggy

Shirly

Grace

executive summary
Executive Summary
  • Description

is a business of providing service and place for people to enjoy their spare life in reading &working.

executive summary3
Executive Summary
  • Spacious and quiet reading area provided, discussing rooms and studios rented.
  • Office-appliances, rare books, magazines &newspapers served
  • Business service (fax, copy, print, IDD, tickets, booking service…)
  • Dessert & drink service
  • 24-hrs-opened
mission statement
Mission Statement

An environment we serve comfort the process of reading &working to make customers bring their inspiration or efficiency into full play.

situation analysis
Situation analysis

Market analysis

Market segmentation

slide6
Target market

We will be targeting customers by:

  • Target specific lines—White-collar class in Macao
  • high-income level, enjoy relaxing life, think highly of quality of work and environment, celibacy, need a place to comfort reading&working affairs.
problems opportunity
Problems & Opportunity
  • People are in need of a comfortable place to enjoying reading or working in their spare time, as modern life is developing toward high quality. There is a lack of book bar offered in Macao market.
  • In Beijing,Shanghai,Hong Kong and Singapore, book bar is well-received by educated people.
problems opportunity8
Problems & Opportunity
  • Comparison

*book bar vs. office

more comfortable and relaxed environment, dessert&drink service, reading materials

*book bar vs. coffee house

quieter,working place offered, business service, 24-hrs-opened,rare books offered

*book bar vs. net bar

reading materials provided, working place, business service offered, food served.

opportunity
Opportunity

*book bar vs. home

quieter, more spacious place, business service offered, reading materials, food convenience, gathering of elites.

*book bar vs. library

business service, food&drink service, 24-hrs-opened, more relaxing&comfortable environment

competitive environment
Competitive Environment
  • Major competitors – Cafés in MACAU

Example:

TOP TAIPEI

STARBUCKS

competitive environment11
Competitive Environment
  • TOP TAIPEI
  • Noisy, crowded,
  • Food service only
  • Dark lights
  • Not fit for reading
  • Time limited
  • STARBUCKS
  • Dark lights
  • Not quiet enough
  • Narrow space
  • Limited service
  • Served time limits
competitive environment12
Competitive Environment

Our advantages-----distinctive

  • Rare books, magazines and newspapers offered
  • Peaceful, quiet and comfortable environment designed for needs
  • Business service for

convenience

  • 24-hrs-opened
market objectives
Market Objectives
  • Introduce book bar concept to Macau people
  • Retain a 85% of customers with long-term reactions.
  • Achieve a 10% return on investment at first 3 month.
  • spend 13% of service revenue between 2003 and 2004 on development of service supplies and decoration.
features
Features
  • Theme bar (books)—larger than 50m2
  • Quiet, literary environment
  • 24 hours service
  • Comfortable, personnel spaces
  • Considerable services
benefits
Benefits
  • Find a relaxing, quiet place for reading or working in a commercial center
  • Enjoy the literary atmosphere
  • Absorb the knowledge or get information
price
Price
  • Comparison with competitors—relatively higher price for high level customers
  • Member Card—month card, year card, normal customers, VIP customers etc.
  • Discount—VIP discount, quantity discount, holiday discount etc.
promotion
Promotion
  • Local newspaper & magazines
  • 20% discount for opening month & holiday discount
  • Free member card for fist-time application
  • Discount for VIP or year card customers
  • Activities or lectures organized for intercourse
  • Display sign & Logo
  • E-mail
place
Place – 皇朝
  • Locates in new,lofty district, near commercial buildings center
  • Convenient traffic
  • Relatively easier for parking
  • Land cost isn’t expensive comparatively
  • Peaceful, not much noise
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