Model of hotel catering marketing planning scheme

With the development of economy, the competition in hotel catering market is fierce. The planning of marketing activities can better increase sales and profits. The following is the "Hotel Catering Marketing Planning Scheme Model" compiled by me for your reference only. Welcome to read it.

Model of Hotel Catering Marketing Planning Scheme (I) I. Summary of Contents

Food is the most important thing for people, and people have to eat every day. So the catering industry has a wide range of customers. All kinds of tourists at home and abroad, related groups, enterprises and institutions, government agencies and local residents can be the reception targets of catering enterprises. Therefore, catering enterprises have different business objects, and their business scale, business structure, business methods, product flavors and colors are also different. On the other hand, there are many products that can be replaced by each other among various types of catering enterprises. The demand of the same group of guests for the flavor of catering products is not fixed, they can choose this flavor or enjoy another flavor, and the competition in the catering market is very fierce because of the lack of patents on catering products at present. If catering operators want to be in an invincible position in the market competition, they must always keep up with the social trend, keep up with the market pulse, constantly update catering products, and meet the needs of consumers with their own distinctive and high-quality catering products while obtaining good economic benefits.

1. trademark, we need to locate a trademark suitable for our fast food restaurant, called "xx" fast food restaurant, so that everyone can have the warmth of going home for dinner.

2. Pricing, the catering industry is a popular service industry, so the pricing must not be too high, because there are many restaurants of the same grade, so you should set the price at the same position as other restaurants, or if your purchase price is really cheap, you can take a low-price strategy to seize market share, but if the food in your restaurant is really different from that in other parts of the region, then you can use a differentiation strategy to occupy a certain market share from product differences.

3. Promotion means: When opening, some preferential policies can be used to attract customers and make them pay attention to this newly opened restaurant. For example, with a student ID card, students from different places at home can enjoy free special soup.

4. Target market, if you open a fast food near the school, the target market is the surrounding student groups.

Second, the current marketing situation analysis

1. Market situation: According to incomplete statistics, the catering industry in China accounts for 30-40% of the total market share. China is a big country that is very interested in eating, so various restaurants emerge one after another. So it leads to a large market share!

2. Competition: With such a large market share, the competition must be fierce. Now, several multinational chain catering enterprises can occupy a certain market share in China market. The market share of many domestic chain enterprises in China catering industry is less than 2/3 of that of foreign enterprises. There are fast food restaurants around the school, but there are no fast food restaurants featuring homesickness.

3. Macro-environmental conditions: First, consumer groups. On this issue, within the established scope, we know that we like or like this kind of food through market research. Then take further tactics. Secondly, the demand situation, this problem is mainly to study the consumption level, consumption habits and some factors of the demand supply of catering industry in this area. Students' living expenses average xx per month, and meals average xx. The opportunity to choose a restaurant instead of eating a canteen is about once every two weeks. Most of the students in our school are foreign students. They can't go home easily to improve their food, so they are willing to choose restaurants to adjust their lives.

Third, risks and opportunities (SWOT analysis)

1. hotel strengths and weaknesses analysis:

(1) Advantages:

The location of the hotel is very good, around a full-time college, and the market is broad! As a full-time college, every xx student may become our consumer! So our main customers are students. As the avant-garde of society, students like food, nutrition, health and so on. So we should enrich catering products and attract customers.

① The facilities and equipment are new, complete and advanced, and they are in a leading position among competitors.

(2) The chefs are all college graduates with 3 years' working experience, and they have the advantage of special dishes.

(3) On the opposite side of the school, it is convenient for students to get close to each other.

(2) Disadvantages:

The hotel is open to the outside world, and has not yet established a good market image, nor has it a stable source of tourists.

② Hotel facilities can meet students' requirements, but entertainment facilities are not complete.

③ The hotel has a small area and limited capacity.

2. Hotel opportunities and threats analysis:

(1) Opportunity:

Good service will enhance the image of the hotel.

At present, there is no potential market demand around the hotel, such as restaurants with great market influence or even take-away.

Colleges and universities with thousands of students have a broad market.

(4) cheap, variety of dishes.

(2) threat:

(1) Competitors have operated old stores for several years and have relatively stable customers.

New competitors are constantly emerging, and the Brother Hotel has just opened.

Four. target

The target market is the most potential consumer combination group. Defining the target market can not only avoid the waste of influence, but also make advertisements targeted. Advertising without a target market is tantamount to "blind riding a blind horse"

The target market should have the following characteristics: consumers who are interested in hotel products and have the ability to pay, and consumers within the hotel's ability. Hotels should determine the target market as clearly as possible and make a detailed analysis of the target customers, so as to make better use of the opportunities represented by this information, make customers more satisfied and ultimately increase sales. Customer resources have become the source of hotel profits, and the consumption behavior of existing customers is predictable, the service cost is low, and they are not as price-sensitive as new customers, and they can also provide free word-of-mouth publicity. Maintain customer loyalty, so that competitors can not compete for this part of the market share, while maintaining the stability of hotel staff.

1. Get more customer share from existing customers. Loyal customers are willing to buy more hotel products and services. The expenditure of loyal customers is two to four times that of leisure consumption, and with the growth of loyal customers' age, economic income or their own business, their demand will further increase.

2. Reduce sales costs. Hotels need a lot of expenses to attract new customers, such as all kinds of advertising investment, promotion expenses, time cost of understanding customers and so on. But the cost of maintaining a long-term relationship with existing customers is decreasing year by year. Although in the initial stage of establishing a relationship, customers may have many problems with the products or services provided by the hotel, which requires the hotel to make some investment, with the progress of the relationship between the two parties, customers are more and more familiar with the products or services of the hotel, and the hotel is also very familiar with the special needs of customers, so the cost of maintaining the relationship becomes very limited.

3. Win word-of-mouth publicity. For some complex products or services provided by the hotel, new customers will feel more risky when making decisions, so they often consult existing customers of the hotel. The advice of old customers with high satisfaction and loyalty is often decisive, and their strong recommendation is often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases the sales revenue, thus improving the hotel's profit.

4, the improvement of employee loyalty. This is the indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also form a long-term harmonious relationship between the hotel and its employees. In the process of providing services to those satisfied and loyal customers, employees have realized their own value. The improvement of employee satisfaction has led to the improvement of hotel service quality, thus enhancing customer satisfaction and forming a virtuous circle.

According to our previous analysis and the current market situation, we should focus on the general public, nearby college students and past drivers, and then attract some middle-and high-income consumer groups on a secondary basis. They have the following * * *:

(1) The consumption capacity is average, affordable and clean.

(2) Do not have high spending power, but occasionally have the desire to improve their lives.

(3) Pay attention to safety and hygiene, and need a more comfortable dining environment. Students prefer fashionable dining environment.

Verb (abbreviation of verb) Marketing strategy formulation (STP, 4PS)

(1) external marketing plan.

1, "Smile Service".

During the service period, all employees smile and serve with care and patience, so that customers can come on impulse and return with satisfaction, and improve their perceived consumption value. The concrete implementation is as follows:

2. Special price.

(1) Give away some dishes with the customer's order, for example, give away two side dishes for 100 yuan; Above 200 yuan, add 2 cold dishes; Above 500 yuan, add 4 cold dishes, etc.

(2) Discount, which is a magic weapon to rapidly increase consumption, is recommended to appropriately discount to stimulate consumption.

(2) Internal marketing plan.

The core of internal marketing is to cultivate employees' customer awareness, then market internal employees, and then push products and services to external markets. This requires two-way communication between employees and between employees and enterprises, * * * enjoying information and using effective incentives. Strengthen the internal warmth management of all employees, and require each employee to treat other employees as their own customers and serve them like customers. And in the future work, internal staff marketing will be fixed.

(3) product marketing plan.

1, while promoting special catering, promote couples' packages, hometown association packages and teachers' packages.

2. Green diet: With the improvement of living standards, people's diet is not only to solve the problem of food and clothing, but to eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, advocate fresh green food; The combination of cooking methods and modern people's consumption fashion makes the flavor and nutrition of dishes pay attention to the nutritional collocation of dishes, balance the diet and meet people's health requirements.

Intransitive verb investment expense budget (by 50 square meters)

1. Decoration: 30,000 yuan.

2. Kitchen equipment: 20,000.

3. Lighting equipment, fans, toilets, offices and cashier: 20,000.

4. Dining room utensils: 20,000.

5. Pre-advertising fee and opening ceremony: 65,438+0,000 yuan.

6. Working capital: 50,000.

* * * Total fund reserve: 65,438+500,000.

Seven, advertising planning

1, 1 half a month in advance.

2. Advertisements began to appear 1 month in advance.

3. At the beginning of the renovation, cloth advertisements appeared around the restaurant.

4. Plan the opening ceremony 20 days in advance.

Hotel catering marketing planning scheme model (2) 1. Market environment analysis

1. Problems in the operation of our store:

(1) The target customer base is inaccurate and too narrow.

Generally speaking, the hotel industry in our city is generally in a bad operating condition. As long as there are too many hotels, the supply exceeds the demand, the operating methods are similar, there is no characteristic of their own, or the positioning is too high, which is difficult for consumers to accept. In addition, there are some problems in the service quality of some hotels, which affect consumers' confidence in hotel consumption.

There are also some problems in the operation of our store. Last year's business was not good, so we should reflect on the positioning of the target market. We should fully tap our own advantages and broaden the market. The unreasonable target market positioning of our hotel is the main reason for the poor benefit. Jinqiao District, where our store is located, is a district with low consumption level, and most residents are ordinary employees. Our shop mainly deals in Cantonese cuisine and seafood, and the price is relatively high, which is unacceptable to most residents. But the hardware level and service quality of our store are superior in this respect. We have always positioned the hotel in the middle and high end of the market, facing the middle and high end consumer groups, which is not attractive to the residents in this area.

(2) the news propaganda is not strong enough, which causes a great sensation in the market and the market awareness is small.

Although our store belongs to xx Group (which is a well-known enterprise in our city), the society doesn't know much about our store. When our store opened, we never advertised except for short-term news propaganda, which led to the low popularity of our hotel.

2. Analysis of the surrounding environment:

Although the overall consumption level in our district is not high, the location of our store is very distinctive. Our store is located next to xx National Road, with superior location and convenient transportation, and it is adjacent to several universities such as Business School, Polytechnic College and Electromechanical College, so there are many vehicles passing by, and floating guests are a potential consumer group. Although college students have no income, they are not low-consumption groups. Business schools alone have more than 10,000 students. If we can provide products suitable for students and attract them to our store at low prices, it will be a huge market.

3. Analysis of competitors:

There are no similar hotels around our store, only many small restaurants. Although they don't have the strength to compete with us in business ability, they attract a large number of nearby residents and students with low-grade food. Generally speaking, their business conditions are good. Although our facilities and services are good, due to the market positioning error, the actual operating situation is not ideal, and it is at a disadvantage compared with hotels of the same grade in the market.

4. Advantage analysis of our store:

(1) Our store is a subsidiary of xx Group, a well-known enterprise in our city. There is no doubt about the strength of its company. Therefore, when carefully planning, we should also make full use of our brand effect and fully tap the great connotation of its brand, so that consumers will not doubt our catering products and fully believe that we provide high-quality products. We should pay full attention to this in our plan to attract consumers.

(2) Our store has good hardware facilities, abundant funds, its own parking lot and a large area of available space. This can be used to attract passing drivers, and it can also be used to develop some publicity materials to attract students.

Opportunities: ① The strong strength of this enterprise provides conditions for our development; ② Convenient transportation and huge potential customers; Good hardware and existing high-quality employees provide us with broad adjustment and development space.

Second, the target market analysis

The target market is the most potential consumer combination group. Defining the target market can not only avoid the waste of influence, but also make advertisements targeted. Advertising without a target market is tantamount to "blind riding a blind horse"

The target market should have the following characteristics: not only consumers who are interested in hotel products and have the ability to pay, but also consumers within the hotel's ability. Hotels should determine the target market as clearly as possible and make a detailed analysis of the target customers, so as to make better use of the opportunities represented by this information, make customers more satisfied and ultimately increase sales. Customer resources have become the source of hotel profits, and the consumption behavior of existing customers is predictable, the service cost is low, and they are not as price-sensitive as new customers, and they can also provide free word-of-mouth publicity. Maintain customer loyalty, so that competitors can not compete for this part of the market share, while maintaining the stability of hotel staff. Therefore, integrating customer relationship marketing and maintaining customer loyalty can bring the following benefits to hotels:

1. Get more customer share from existing customers. Loyal customers are willing to buy more hotel products and services. The expenditure of loyal customers is two to four times that of leisure consumption, and with the growth of loyal customers' age, economic income or their own business, their demand will further increase.

2. Reduce sales costs. Hotels need a lot of expenses to attract new customers, such as all kinds of advertising investment, promotion expenses, time cost of understanding customers and so on. But the cost of maintaining a long-term relationship with existing customers is decreasing year by year. Although in the initial stage of establishing a relationship, customers may have many problems with the products or services provided by the hotel, which requires the hotel to make some investment, with the progress of the relationship between the two parties, customers are more and more familiar with the products or services of the hotel, and the hotel is also very familiar with the special needs of customers, so the cost of maintaining the relationship becomes very limited.

3. Win word-of-mouth publicity. For some complex products or services provided by the hotel, new customers will feel more risky when making decisions, so they often consult existing customers of the hotel. The advice of old customers with high satisfaction and loyalty is often decisive, and their strong recommendation is often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases the sales revenue, thus improving the hotel's profit.

4, the improvement of employee loyalty. This is the indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also form a long-term harmonious relationship between the hotel and its employees. In the process of providing services to those satisfied and loyal customers, employees have realized their own value. The improvement of employee satisfaction has led to the improvement of hotel service quality, thus enhancing customer satisfaction and forming a virtuous circle.

According to our previous analysis and the current market situation, we should focus on the general public, nearby college students and past drivers, and then attract some middle-and high-income consumer groups on a secondary basis. They have the following * * *:

1) The income level or spending power is average, and it pays attention to benefits and cleanliness. Spending in hotels is generally to entertain relatives and friends or improve their lives on holidays.

2) They have no fixed high spending power, but occasionally have the desire to improve their lives.

3) Pay attention to safety and hygiene, and need a more comfortable dining environment. Students prefer fashionable dining environment.

Third, the general marketing strategy

1, "high-end hotel for the people"-unique culture is a magic weapon to attract consumers. We have a cultural orientation for the hotel. Although we target the hotel at middle-and low-income people and nearby college students, this does not mean that the hotel's taste and product quality are reduced. We should provide customers with high-quality catering products and high-quality services at low prices, and we must never exchange low prices for low prices, which is also respect for customers.

2. Carry out three-dimensional publicity to highlight the characteristics of this hotel and let consumers have a perceptual knowledge of xx Hotel. Let consumers realize that we provide him with a place to enjoy life. You can attract customers in newspapers according to the environment and location of the hotel. Let customers get a kind of "noble" satisfaction psychologically.

3, the use of strong advertising, such as newspapers, in order to create a "sensational effect" as a strong sales, thus attracting the attention of a large number of consumers and establishing visibility.

Four. Xx year action plan and implementation plan

(1) Sales strategy:

1. Change the management of cuisine. In the past, I mainly cooked Cantonese food and seafood. This year, we can "blur" the concept of food. As long as customers like it, we can cook popular dishes or high-end dishes as needed. On the surface, this makes our hotel have no special dishes, but in fact, popular dishes are different from low-end dishes. Cantonese cuisine and seafood are generally more expensive and not suitable for ordinary people's tastes, so the consumption potential is not great. When making a menu, we can choose from various cuisines. This can give customers many choices and meet the needs of people with different tastes.

2. Reduce the price of vegetables to attract customers. Generally speaking, the price of vegetables has dropped. Some high-grade vegetables can be more expensive, most of which are of high quality and low price. The overall price of vegetables is low, but it also takes care of the requirements of high-consumption customers.

Price strategy:

① Preferential discount.

(2) Lottery and boutique gifts.

3. Provide low-cost and high-quality packages and fast food for ordinary people and students. Packages are divided into different grades, but mainly according to the number of people, such as 4-person package, 6-person package and 8-person package. The more people, the lower the price, which can attract more people to spend. The main purpose is to win by profit. The price of fast food for students is slightly higher than that of students' canteen, but the quality is higher than that of cauldron dishes in canteen. The spare parking lot of the hotel will be transformed into an entertainment and leisure plaza, with an open-air dining table for four people (with umbrellas), which is convenient for students to chat and provide free karaoke, TV and various drinks.

4. Provide drivers with convenient and fast catering and free parking.

5. Provide wedding and birthday services for nearby residents.

6. Carry out promotional activities in festivals.

(2) advertising strategy.

Hotel advertising is a means to promote or promote the target consumers or the public by purchasing the time, space or layout of a certain media. The significance of hotel advertising to hotels is reflected in the following aspects: establishing an image for hotels or hotel groups and products, and stimulating potential consumers to have purchasing motives and behaviors. Consumers' perception has a great influence on purchasing decisions. When marketing enters a higher level or product homogeneity is greater, marketing is not a product war, but a perception war. This is the case in the hotel market. But people's perception is not necessarily based on reality. Advertising is a favorable tool for enterprises to correct cognition and guide cognition.

1. Market positioning:

It occupies a specific position in consumers' minds and has a clear concept, which affects their consumption intention.

Advertising Appeal: Make you a real God.

2. Principles and main points of advertising.

A, quality comes from the guarantee of strength.

B, I'll give you a surprise price first. If you don't act, it will hurt.

Create a culture in advertising.

3. Call for key points.

First, corporate image advertising.

B. product impression advertisement.

C. promotional advertisements.

4. Implementation method.

(1) Newspaper advertisement is the key to the whole advertisement, which is published in influential newspapers in this city.

2 posters.

③ Comprehensive poster.

(4) the company's name flag enhances the company's image.

⑤ Distribute advertising gifts on site.

⑥ On-site lottery activities and boutique gifts.

Verb (abbreviation for verb) evaluation control

1. Annual plan control: The general manager is responsible for checking whether the plan objectives are achieved, and measuring the quality of the plan through sales analysis, market share analysis, expense percentage analysis, customer attitude analysis and other ratio analysis.

2. Profitability control: The marketing director is responsible for controlling products, sales areas, target markets, sales channels and predetermined quantities, and checking the profit or loss of the hotel.

3. Strategic control: The marketing director and the hotel specialist are responsible for checking whether the hotel has grasped the best marketing opportunities, the overall situation of products, markets and sales and the overall marketing activities by checking the marketing list.