Marketing Plan

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YUNG KEE DESSERT|
Marketing Plan|
University of Macau|
|
Min Cora Kennis Elephane Tom|
2012/4/19|

In follow pages we will show the current situation and future development of Yung Kee Dessert in details.|

Executive Summary

Yung Kee Dessert sells Macau snacks, desserts and beverages. This marketing plan illustrates our market segments and the strategies we are employing to get customers and create a solid revenue stream. We are not just any big restaurants in Macau. Our unique focus of selling snacks with local characteristics gives us an advantage over our competitors by giving customers a new experience to enjoy food.

From the interview, we know that Yung Kee Dessert wants to expend their influence and open the market in Hong Kong. So, we will promote Yung Kee Dessert by providing consulting services to increase its sale volume. These consulting assignments will mainly come from SWOT analysis, market strategy, action programs, budgets, four portions.

The Gate of Yung Kee Dessert

Yung Kee Dessert provides various kinds of desserts
CONTENT

1. Current Marketing Situation……………………………………………………. 1.1 The Reason Set Up Yung Kee Dessert ……………………………………... 1.2 The Organization of Structure ……………………………………………... 1.3 Target Market………………………………………………………………...

2.Threats and Opportunities Analysis……………………………………………. 2.1 Strengths……………………………………………..………………………. 2.2 Weaknesses…………………………………………………………………... 2.3 Opportunities………………………………………………………………… 2.4 Threats…………………………………………………………………….…..

3.Objectives and Issues……………………………………………………………. 3.1 Short-term Plan……………………………………………………………… 3.2 Long-term Plan……………………………………………………………….

4.Marketing Strategy……………………………………………………………… 4.1 Price…………………………………………………………………………... 4.2 Place…………………………………………………………………………... 4.3 Product…………………………………………………………………….…. 4.4 Promotion……………………………………………………………………..

5.Action Programs……………………………………………………………...…..

6.Budgets…………………………………………………………………………....

7. Conclusion…………………………………………………………………….….

1. Current Marketing Situation

1.1 The reason that set up Yung Kee Dessert

a. Provide the best of snacks and beverage for customers
b. Promote Macau snacks to the world
c. Provide excellent services for customers and make them satisfied

1.2 The organization of structure

Shopkeeper

|
Chief cook
Sales Executive

.

Employee
Employee

Employee

Employee

In the diagram, we can know the structure of Yung Kee Dessert. Different jobs are clarified with different status. In the beginning of the organization, it had only 4 employees because of the small-scale.

1.3 Target market

Our ideal customers are people who enjoy eating dessert, such as office workers’ market, students. Also, tourists play an important role in our market. Every year, lots of tourists come to Macau. They promote the development of Macau food industry.

2. Threats and Opportunities Analysis

2.1 Strengths

The first strength of Yung Kee Dessert is the fresh and high-quality of their food. For food, one of the most important is its quality, because the quality of food is directly related to people’s health. Yung Kee Dessert always starts making their desserts after they received the order from their customers. Yung Kee Dessert uses the way of doing now sell now to ensure the freshness of their products. Moreover, compare to some large food manufacturers, Yung Kee Dessert never keep the inventory. Yung Kee Dessert sold all the products in the day, thus ensuring the desserts that they sold is always high-quality.

The second strength of Yung Kee Dessert is its innovation. An enterprise must have innovation, if this enterprise wants to continue its development. Especially for Yung Kee Dessert, such kind of small store. Yung Kee Dessert has the products called Durian Nuomici and Quicksand Rice Balls. These foods are first time appeared in Macau, created by...
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