2. Business Concept
Vision Statement
“To provide quality and nutritious bread to all
customers”

3. Business concept
Mission Statement
“To promote green and healthy brad as the
essential diets for everyone, particularly office
ladies”

4. Objectives

5. External Environment:
Demographic Trends
• 30% of interviewee eat bakery almost
every day (Produce Green Foundation and Hong
Kong Vegetarian Society ,2001)
Existing • Bakery market keep in growing
market
• From 2005 to 2011
• bakery products business
• employees
Trend • gross output
• Located at Kowloon + Hong Kong

6. External Environment:
Political & Legal Trends
 Government intervention on the food concern
 Centre for Food Safety impose guidelines on the
operation of food industry (Chow, 2009)

7. External Environment: Ecological
Trends
 Steady supplier
 91% of the health store customer buy organic
food because they are environmentally friendly
 Plastic bag is harmful to the Earth

8. External Environment: Economic
Trends
 The World This Year (2010)
lose of confidence in the ability of a few
countries to pay their debt
 Increase in buying power

9. Environmental analysis: SWOT

10. Micro Environment: Competitor
1
Hung Fook Tong Holdings-
Competitor in product category
 Target customers: MTR passengers
 Promotions: Advertisement and internet
 Environment: Clean and hygienic
 Strength: high market share,
CSR, healthy image
 Weakness: plastic container and packages

11. Micro Environment: Competitor
2
Maxim’s Cakes-
Competitor in customers category
 Target customers: white collars
 Product & Service: Bakery, Cake, made to order
services
 Promotions: Advertisement and sales promotion
 Strength: long history ,reputation
 Weakness: seldom new products

12. Micro Environment: Competitor
3
Roll – Geographical Competitor
 Target customer: teenagers
 Product: Swiss roll
 Promotion: coupon, social media
 Environment: clean and fresh
 Strength: fresh image,
low cost promotion
 Weaknesses: limited labor force

13. Target Market Analysis:
Segmentation
Geographic • Commercial area
segmentation • People who work in offices
Demographic • 879,790 office ladies aged from 25 to
Segmentation 44 (Census and Statistical Department)
• higher disposable income
• Social class segmentation and
Psychological lifestyle(Jackie L.M. Tam, Susan H.C.
Segmentation Tai, 1998)
• 5 segments

14. Target Market Analysis :
Target
Market
 “Traditionalists”
 “Strivers”
 “Achievers”
 “Adapters”
 “Middle-class hopefuls”
• 7% of the “Achievers” willing to latch new trends (Jackie L.M. Tam,
Susan H.C. Tai ,1998)
• Rich with high disposable income (Thompson & Hickey, 2011)

15. Target Market Analysis:
Positioning
 The place the product occupies in consumer‟s minds relative to
competing products
 Competitive advantage : organic and healthy
 Factors being analyze : Market price, Healthy

16. 4Ps - Price
 Critical factor in operation (Myers, M. B., Cavusgil, S. T., &
Diamantopoulos, A. 2002)
 Packaged way-$18-$25
 Target market is “ Achievers”
 Higher than our competitor
 Can achieve physical needs and the social status
Customers need to actively maintain and present their status through
buying pattern, brand, tangible and intangible products. (Ehrenreich,
1989)

17. 4Ps – Products
Atmosphere
• Café liked environment- sofa and table
• Bright light and green plants
Organic food
• Bread , cake and health drinks
• Quality control by the Hong Kong Organic
Certification Centre
Package
• Breakfast -$20-25
• Lunch--$30-35

18. 4Ps- Place
 Location of Bakery in HK

19. 4Ps- Place
 Location of Orgreenic

20. 4Ps- Place

21. 4Ps - Promotion
Communicate benefit to customer
Create demand
• Leaflet :background
1.Advertising of Ogreenic & product
• Regular discount
2.Sales
promotion • Coupon distribution

22. 4Ps - Promotion
• Convincing retailer
3.Personal
selling • Create relationship
with customers
4.Public • Official website
relations
and publicity • Specific & updated

23. Milestones
Date Event Objective Person Budget
Responsible
Before
establishment of
2/5-7/5/2012 Design the leaflet supervisor
company
9/5-11/5/2012 Find the printing company PR
for leaflet
13/5-17/5/2012 Produce leaflet PR $5000
1/6- 17/6/2012 Plan official website Attract new supervisor
customer
9/6-15/6-2012 Find website design PR $6000
company
10/6/2012 Establishing of official Get awareness
website
12/6-20/2012 Distribution of leaflet Attract new Assistance $2000
customer manager

24. Milestones
1/7/2012 Opening of company
3/7-23/7/2012 Discount period Attract new
customer
Establishment
24/7-25/7/2012 Produce leaflet Assistance $10000
of Orgreenic
manager
26/7-5/8/2102 Distribution of leaflet Attract new PR $1500
customer
7/8-9/8/2012 Product coupon PR 3500
10/8-20/8/2012 Distribution of coupon Attract new retailers
customer
25/8-31/8/2012 Offer special discount for Keeping the
old customers existing customers
1/9-8/9/2012 Distribution of leaflet Attract new
customer

25. Milestones
15/10- Distribution of leaflet Attract new Assistance $500 Christmas promotion-
28/10/2012 customer manager
a highlighted event
11/11- Discount period Attract new
18/11/2012 customer
11/12- Distribution of coupon Attract new retailers
15/12/2012 customer
17/12- Christmas discount Attract new and
31/12/2012 existing
customers

26. Milestones
10/1- Distribution of leaflet Attract new Assistance $1000
15/10/2012 customer manager
Promotion in next year
5/2-13/2/2012 Discount period Attract new
customer
6/3-10/3/2012 Distribution of leaflet Attract new Assistance $1000
customer manager
12/3- Distribution of Attract new retailers
18/3/2012 coupon customer
15/4- Offer special discount Keeping
20/4/2012 for old customers the existing
customers
21/4- Evaluation Make Supervisor
30/4/2012 adjustment

27. Budgeting Controls-Forecast
sales

28. Budgeting Controls- marketing
expense budget
Marketing materials Cost Amount/ days Total
needed
Color Leaflet
$2/leaflet 7500 $15000
Labor cost (Past-time employee distributing
leaflet)
$133/ day 45 $6000
Website design
company
$6000 / $6000
Coupon
$0.1/coupon 3500 $3500

29. Budgeting Controls-Income
statement Orgreenic
Income Statement
July(2012) August September October November December January(2013) February March April May June July
Revenue
Net sales $62,000 $93,000 $105,000 $124,000 $150,000 $217,000 $155,000 $168,000 $217,000 $210,000 $232,500 $225,000 $232,500
Cost of goods
$45,060 $46,030 $47,310 $48,450 $51,410 $52,131 $47,280 $46,289 $47,389 $47,694 $47,093 $47,500 $47,460
sold
Gross Profit $16,940 $46,970 $57,690 $75,550 $98,590 $164,869 $107,720 $121,711 $169,611 $162,306 $185,407 $177,500 $185,040
Expenses
Variable cost
Water $2,100 $2,000 $1,900 $1,900 $2,100 $2,200 $2,100 $2,100 $2,100 $2,200 $2,000 $1,900 $1,800
Electricity $7,000 $8,000 $8,000 $8,000 $10,000 $10,000 $10,000 $11,000 $12,000 $12,000 $13,000 $10,000 $1,1000
Promotion
cost(Shown in $10,750 $4,750 $1,250 $1,750 $1,250 $1,250 $1,250 $1,250 $2,250 $1,250 $1,250 $1,250 $1,250
table 1)
Miscellaneous
$110 $130 $120 $150 $130 $180
•Break-even: 5$140 $150 $160
$150 $170 $140
months $1,40
expense
Total variable
$19,960 $14,880 $11,270 $11,800 $13,480 $13,630
•High-lighted promotion in Dec,
$13,500 $14,520 $16,490 $15,590 $16,400 $13,310 $14,190
cost
Fixed Costs
income increase rapidly
Rent
Salary
$65,000
$20,000
$65,000
$20,000
$65,000
$20,000
$65,000
$20,000
$65,000
$20,000
$65,000
$20,000
•Increase income steadily$65,000 $65,000
$65,000
$20,000
$65,000 $65,000 $65,000 $65,000 after$20,000
$20,000 $20,000 $20,000 $20,000 $20,000
Telephone $110 $110 $110 $110 $110 $110 Dec $110 $110 $110 $110 $110 $1,900
$110
Total fixed cost $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110
Total Costs $105,070 $99,990 $96,380 $96,910 $98,590 $98,740 $98,610 $99,630 $101,600 $100,700 $101,510 $98,420 $99,300
Net Income ($88,130) ($53,020) ($38,690) ($21,360) $ 0 $66,129 $9,110 $22,081 $68,0111 $61,606 $83,897 $77,080 $85,740

30. Marketing Control
1. Statistical report provide precise
& specific information
2. Re-assess the pricing &
marketing methods

31. Conclusion
 Promote healthy lifestyle to office ladies
 identify the potential benefits of consuming
organic products

32. Reference
 Bohi, H. (2010). BEHAVIORAL TARGET MARKETING: Virtual stalker or virtual coach?. Alaska Business
Monthly, 26 (2), 10-14.
 Canadian Consumers :Are Regio-Centric Standardized Marketing Strategies
 Centre for Food Safety. (2012). Food and Environmental Hygiene Department. Trade Guidelines on Safe
Production of Buns and Sandwiches.
 Chow. S.M. (2009). Centre for Food Safety. Food Safety Focus. (39).
http://www.cfs.gov.hk/english/multimedia/multimedia_pub/multimedia_pub_fsf_39_02.html.
 Feasible? Asia Pacific Journal of Marketing and Logistics, 20 ( 4), 433-454.
 General Household Survey Section. (2012). Statistical Tables. Census and Statistical Department.
http://www.censtatd.gov.hk/hong_kong_statistics/statistical_tables/index.jsp?subjectID=2&tableID=007.

 Google Map,(2012). Bakery in Hong Kong . Retrieved February 5, 2012,
fromhttp://maps.google.com/maps?hl=zh-TW&tab=wl
 Goeldner, C.R., & Brent Ritchie, J.R., (2009). Tourism: Principles, practices, philosophies. Hoboken, NJ:
John Wiley& Sons Inc.chapter 19.
 Gonzalez, A. M. and Bello, L. (2002).The Construct " Lifestyle" in Market
 Harcar, T. a. and Kaynak, E. (2008). Life-Style Orientation of Rural US and

33. 
 Hong Kong Census and Statistic Department, (2011). Chinese . Retrieved February 11, 2012, from
http://www.censtatd.gov.hk/freedownload.jsp?file=stat_table/labour/D5250010C2011QQ03C.xls&title=%
E6%8C%89%E9%9B%B6%E5%94%AE%E5%95%86%E9%A1%9E%E5%88%A5%E5%8A%83%E5%
88%86%E7%9A%84%E9%9B%B6%E5%94%AE%E6%A5%AD%E6%A9%9F%E6%A7%8B%E5%96%
AE%E4%BD%8D%E6%95%B8%E7%9B%AE%E3%80%81%E5%B0%B1%E6%A5%AD%E4%BA%BA
%E6%95%B8%E5%8F%8A%E8%81%B7%E4%BD%8D%E7%A9%BA%E7%BC%BA%E6%95%B8%E
7%9B%AE%EF%BC%88%E5%85%AC%E5%8B%99%E5%93%A1%E9%99%A4%E5%A4%96%EF%B
C%89&issue=2011%E5%B9%B49%E6%9C%88&lang=2.
 Hong Kong Census and Statistic Department, (2011). Report on 2003 Annual Survey of Industrial
Production. Retrieved February 14, 2012, from
http://www.statistics.gov.hk/publication/stat_report/commerce/B10700012003AN03B0100.pdf
 Hjelmar, U. (2011). Consumers' purchase of organic food products. A matter of convenience and
reflextive practices. Appetite, 56 336-344.
 Jackie L.M. Tam, Susan H.C. Tai, (1998) "Research note:The psychographic segmentation of the female
market in Greater China", International Marketing Review, Vol. 15 Iss: 1, pp.61 – 77
 Kotler, P., Armstron, G., Ang, S. H., Leong, S. M., Tan, C. T. and Hon-Ming, O. Y. (2009). Principle of
marketing a Global Perspective. Pearson Eduction South Asia. Singapore.
 Kotler, P., Bowen, J. & Makens, J. (2010). Marketing for Hospitality and
 Langberg, J. (2001). Potential Market for Frozen Dough, Food Industry Score Card. 01(E3) Retrieved
February 15, 2012, from
http://www.safoodcentre.com.au/_media/pdf/sundry_sites/food_sa/facts/industry_scorecards/e3_frozend
oughexports.pdf.
 Maxim‟s,(2012).Maxim‟ Cake . Retrieved February 14, 2012, from
http://www.maxims.com.hk/tc/main.asp

34.  Myers, M. B., Cavusgil, S. T., & Diamantopoulos, A. (2002). Antecedents and actions of export
pricing strategy: A conceptual framework and research propositions. European Journal of
Marketing, 36(1), 159-188. doi:10.1108/03090560210412746.
 Produce Green Foundation & Hong Kong Vegetarian Society, (2001). „香港人吃麵包調查報告‟.
Retrieved February 11, 2012, from http://www.vegsochk.org/HealthyDiet/BreadReport.htm
 Sari, A., & Huam, H. T. (2011). The role of psychographic for distinguishing main categories of
consumers based on lifestyle, personality and value variables.International Journal of Economics
and Research, 02(04), 29.
 Schifferstein, H. & Ophuis, P. (1998). Health-related determinants of organic food consumption in
the neverlands. Food Quality and Preference, 9 (3), 119-133
 Segmentation the Behavior of Tourist Consumers. European Journal of Marketing, 36(1/2), 51-85.
 Shankar, V., & Bolton, R. N. (2004). An Empirical Analysis of Determinants of Retailer Pricing
Strategy. Marketing Science, 23(1), 28-49.
 Tourism (5th ed), Upper Saddled River, NJ: Pearson Prentice Hall.



