MARKETING ASSIGNMENT

Marketing Assignment

Abstract

Dance orientated nightclubs have been around for nearly twenty years. They have astonished their audiences with powered lights, sound and music which make these venues one of the highest cash flow businesses in the world.

TABLE OF CONTENT

INTRODUCTION3

KEY OBJECTIVES3

STRATEGY & PLANS3

SWOT ANALYSIS3

External - Opportunities & Threats3

Opportunities3

·Market Trend3

·Childless Young Professionals3

·Students3

·Tourists and Business Travelers3

·Suppliers3

Threats3

·Competitors3

·Environmental Agency3

·Government3

Internal- Strengths & Weaknesses3

Strengths3

Weaknesses3

OBJECTIVES3

TARGET MARKET/SEGMENT STRATEGY3

MAIN STRATEGY3

MARKETING STRATEGY3

1.Product Portfolio3

2.Price3

3.Place3

4.Promotion3

MARKETING RESOURCES & ALLIANCES3

Resources3

Alliances3

CONCLUSION3

BIBLIOGRAPHY3

APPENDIX3

MARKETING PLAN

Introduction

The Magnitude nightclub will be the leading, high-energy, themed dance and nightclub in the East-side of Birmingham. It will be a privately owned club. Sales for the first year of trading are expected to be pound 297,000 and Gross Margin is expected to be pound 215,000The Medium-Term sales are expected to be pound 347,000, Gross Margin pound 235,000, Overall Net Profit pound 112,000. The Long-Term sales are expected to be pound 380,000, Gross Margin pound 250,000, and Overall Net Profit pound 120,000.

Our goal is to stay one step ahead of the competition through a high standard service provision. Our customers will endure more fun and entertainment during their leisure time. We will provide more video and electronic technology per square footage than anyone else in the region. We will incorporate a unique and effective themed menu and atmosphere which will create a sense of 'belonging' for locals and tourists alike. Our company motto is 'It's what we do best that makes us what we are'.

Key Objectives

Capitalise on excellent location opportunity.

To launch new venue with a highly publicised grand opening event

Manage our internal finances and cash flow to enable upward capital growth

To exceed pound 350,000 in annual sales by the third year of plan implementation

To maintain a food cost below 25% of food revenue.

To maintain a total beverage cost below 15% of beverage revenue

Strict control on all costs, at all times, without exception

Provide exceptional service that leaves an impression

Consistent entertainment atmosphere and product quality

Strategy & Plans

Emphasize an entertaining experience - By assuring that all guests enjoy themselves, we will be securing market share through repeat business

Emphasize exceptional service - We must prove to customers that an exceptional service is still available and should be expected from our club. We need to differentiate from other service venues.

Focus on market targets - Our marketing and themes of mass appeal and music based entertainment will attract out target market segments.

In order to place emphasis on entertainment our tactics are to employ interactive entertainment, constant sensory appeal, and unique event viewing. Our specific program for interactive entertainment and constant sensory appeal are frequent contests, games, music and karaoke all hosted by an in-house DJ. Our second strategy is to emphasize on exceptional service, our main tactics are bi-monthly service training, employee recognition, and higher service employee to customer ratios. Our specific programs for training will include employee for life training for management and customer for life training for employees. Our specific employee recognition programs will include employee of the month and service excellence recognition awards.

Our promise fulfillment strategy is the most ...