With the development of economy, there is fierce competition in the hotel catering market. Planning marketing activities can better increase sales and profits. The following is the "model of hotel catering marketing planning scheme" compiled by me for everyone, for reference only, and you are 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, related groups, enterprises and institutions, government agencies and local residents at home and abroad can be the reception targets of catering enterprises. Therefore, catering enterprises have a wide range of 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 because of the lack of patent of catering products at present, the competition in the catering market is very fierce. If catering operators want to remain invincible in the market competition, they must always keep up with the social trend, keep abreast of the market pulse, constantly update catering products, and obtain good economic benefits while meeting the needs of consumers with their own distinctive and high-quality catering products.

1. In terms of trademark, we need to locate a trademark suitable for our fast food restaurant, which is 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 use the low-cost strategy to seize market share, but if the food in your restaurant is really different from that in other parts of the region, you can use the differentiation strategy to occupy a certain market from the product differences.

3. Promotion means. At the time of 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 in 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.

2. Analysis of current marketing situation

1. Market situation: According to incomplete statistics, the catering industry in China accounts for 31-41% of the total market share. China is a big country with great interest in eating, so various food and beverage outlets emerge one after another. So it leads to a large market share!

2. Competition: In such a large market share, the competition is definitely fierce. Now it is several multinational chain catering enterprises that can occupy a certain market share in China market. The market share of many domestic chain enterprises in China's catering industry is less than 2/3 of that of foreign enterprises. There are fast food restaurants around the school, but there is no fast food restaurant with the characteristic theme of homesickness.

3. Macro-environmental conditions: First of all, the consumer groups. On this issue, within a given range, we have learned what foods we like or like in this area by means of 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 demand supply for catering industry in this area. Students' living expenses average xx per month, while food expenses account for xx on average. The opportunity to choose a restaurant instead of eating canteen is about once every two weeks. Most students in our school are foreign students. They can't easily go home to improve their food, so they are willing to choose a restaurant to adjust their lives.

Third, risks and opportunities (SWOT analysis)

1. Analysis of hotel advantages and disadvantages:

(1) Advantages:

The hotel has a good geographical location, which is around a full-time college and has a broad market! As a full-time college, each of xx students may become our consumers! Therefore, our main customers are students. As the avant-garde of society, students like delicious 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 have the advantage of specialty dishes.

③ It is opposite to the school, which is convenient for students' proximity.

(2) Disadvantages:

① The hotel is open to the outside world, and it has not yet established a good market image and has no stable customers.

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

③ The hotel has a small area and limited capacity.

2. Analysis of opportunities and threats of the hotel:

(1) Opportunities:

① Good service will enhance the image of the hotel.

② At present, there is no potential market demand around the hotel, such as restaurants with great market influence or even takeout.

③ Colleges with thousands of students have a broad market.

④ Good quality and low price, and a variety of dishes.

(2) Threats:

① Competitors' old stores that have been in operation for several years have relatively stable customers.

② New competitors are constantly emerging, and the Brother Hotel has just opened.

IV. Target

The target market is the most promising 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 people riding blind horses."

the target market should have the following characteristics: consumers who are interested in hotel products and have the ability to pay, and consumers who are within the hotel's ability. Hotels should determine the target market as clearly as possible and make a detailed analysis of the target customers in order to make better use of the opportunities represented by this information, so as to make customers more satisfied and eventually increase sales. Customer resources have become the source of hotel profits, and the existing customers' consumption behavior is predictable, the service cost is low, and they are not as sensitive to the price 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 the hotel staff.

1. Get more customers from existing customers. Loyal customers are willing to buy more hotel products and services. The spending of loyal customers is two to four times that of casual consumption, and with the growth of loyal customers' age, economic income or the growth of 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 and time cost of getting to know customers, etc., but the cost of maintaining long-term relations with existing customers is decreasing year by year. Although in the early 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 aware of the special needs of customers, so the required relationship maintenance costs become 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 income, thus improving the hotel's profit.

4. Improving 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 realize their own value, and the improvement of employee satisfaction leads to the improvement of hotel service quality, which further enhances customer satisfaction and forms 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 * * * characteristics:

(1) The consumption power is average, and they pay attention to being affordable and clean.

(2) They don't have high spending power regularly, but they have the occasional desire to improve their lives.

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

v. marketing strategy formulation (STP, 4PS)

(1) external marketing plan.

1. "Smile service".

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

2. Special price.

(1) Give some dishes along with the customer's order, such as two side dishes if you spend RMB 111; Above 211 yuan, add 2 cold dishes; Above 511 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 develop employees' customer awareness, and then marketing internal employees before pushing products and services to the external market. This requires two-way communication between employees, employees and enterprises, * * * to enjoy information, and to use effective incentives. Strengthen the warmth management within all employees, and require each employee to treat other employees as their own customers and serve them like customers. And in the future work, the internal staff marketing will be fixed.

(3) product marketing plan.

1. While promoting special catering, we will 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 adequate 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, promote fresh green food; Cooking methods are combined with modern people's consumption fashion, so that the flavor and nutrition of dishes pay attention to the nutritional collocation of dishes, balance the diet and meet people's health requirements.

VI. Investment budget (51 square meters)

1. Decoration: 31,111 yuan.

2. Kitchen equipment: 21,111.

3. Lighting equipment, fans, toilets, offices and cashier: 21,111 yuan.

4. Dining room utensils: 21,111.

5. Pre-advertising fee and opening ceremony: RMB 1,111.

6. Working capital: 51,111 yuan.

total * * * fund reserve: 1.5 million yuan.

VII. Advertising Planning

1. Plan the opening advertisement 1.5 months in advance.

2. Advertisements began to appear 1 months in advance.

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

4. Plan the opening ceremony 21 days in advance. Sample plan of hotel catering marketing (2)

1. Analysis of market environment

1. Problems existing in our store's operation:

(1) The target customer group is not accurate and narrow.

On the whole, the hotel industry in our city is generally in a bad state of operation, as long as there are too many hotels, the supply exceeds the demand, and the operating methods are similar, without their own characteristics, or the positioning is too high, which makes it difficult for consumers to accept. In addition, there are some problems in the service quality of some hotels, which affects consumers' confidence in spending in hotels.

There are also some problems in our store's operation. Last year's operation 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. Our hotel's target market positioning is unreasonable, which is the main reason for poor efficiency. Jinqiao District, where our store is located, is a district with low consumption level, and most of the residents are ordinary employees. Our shop mainly deals in Cantonese cuisine and seafood, and the price is relatively high, which is unacceptable for most residents. However, the hardware level and service quality of our store are superior in this area. We have always positioned the middle and high-end hotels in the market, facing the middle and high-end consumer groups, and it cannot be attractive to the residents in this area.

(2) the news propaganda is not strong enough to cause a big sensation in the market, and the market awareness is small.

Although our store belongs to xx Group (xx Group is a famous enterprise in our city), the society doesn't know much about our store. Our store has never advertised except for short-term news propaganda when it opened, which leads to the low popularity of our hotel.

2. Analysis of the surrounding environment:

Although the overall consumption level in our district is not high, our store has a unique location. Our store is located next to xx National Road, and its location is superior, and the transportation is very convenient. It is adjacent to several universities such as Commercial College, Polytechnic College and Electromechanical College, so there are many vehicles in the past, and the floating guests are a potential consumer group. Although college students have no income, they are not a low-consumption group. There are more than 11,111 students in business schools alone. If we can provide products suitable for students and attract them to our store at a low price, it will be a huge market.

3. Analysis of competitors:

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

4. Analysis of our store's advantages:

(1) Our store is a subsidiary of xx Group, which is a famous enterprise in our city, and its strength is beyond doubt. Therefore, when we plan carefully, we should also make full use of our brand effect and fully explore the great connotation of its brand, so that consumers will not have doubts about our catering products and fully believe that we provide high-quality products, and we should fully consider it in our planning.

(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 past drivers and to develop some promotional items to attract students.

opportunity: 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 staff provide us with a broad space for adjustment and development.

second, target market analysis

the target market is the most promising 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 people riding blind horses."

the target market should have the following characteristics: it is both right and wrong.