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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

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Marketing Plan

—Books Bar

Michelle

Peggy

Shirly

Grace


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Executive Summary

  • Description

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


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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


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Mission Statement

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


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Situation analysis

Market analysis

Market segmentation


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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.


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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.


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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.


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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


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Competitive Environment

  • Major competitors – Cafés in MACAU

Example:

TOP TAIPEI

STARBUCKS


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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


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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


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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.


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Product

Marketing Strategy

Features

Benefits


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Features

  • Theme bar (books)—larger than 50m2

  • Quiet, literary environment

  • 24 hours service

  • Comfortable, personnel spaces

  • Considerable services


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Benefits

  • Find a relaxing, quiet place for reading or working in a commercial center

  • Enjoy the literary atmosphere

  • Absorb the knowledge or get information


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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.


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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


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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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