Week 10 EOC: Promotion Without Discounting

When we as a company promote, we expect to get other peoples attention. My strategy in getting other people's attention is by promoting good customer service, good price ranges, and social media. Customer service is important in any industry because without customers, businesses cannot exist. As a business, we should provide an unforgettable and positive atmosphere for those we serve. We can create that memorable experience by catering to individuals directly, because we know as a company that we cannot tend to every single customer. Use strategies that do not result in making cash, but result in creating a lasting relationship. Good price ranges is another way to grasp the attention of a customer, not discounts. By promoting discounts, you will attract a negative clientele that will only show interest in your business if you offer those discounts at certain times. It is not wise for businesses to look forward to holiday weekends, or special events that offer discounts. We should strive for everyday to be a money-making day. Promoting with social media can be very promising. Computers are the trend nowadays and people get quick, easy information through their social networking sites. As a business, we should have links on commonly visited sites and have special key words that will easily pop up when customers are using search engines. Any business can spend a thousand dollars on advertisements but what is more important is to contact customers on a personal note, eye contact and a firm handshake will suffice.

EOC Week 9: Three Great Mission Statements

From the three mission statements I have read from my classmates were all pretty good. I felt Abreana's mission statement was very friendly and clearly stated what target audience she wanted to cater to. I feel that she should of given more detail to the various products that her business was to offer to her audience. "Mission statements should be market oriented and defined in terms of satisfying basic customer needs." pg 40 
Katie's mission statement, she chose her quotes very carefully and it defined what kind of coffee shop she wanted to bring to her targeted audience. "Difficulties arise in developing a product or brand that will satisfy all consumers." pg 187.
I felt Jose's mission statement needed more to it. His purpose is clearly defined to reach out to his targeted audience personally by incorporating fans love of football. Now he needs to answer these questions. "What is our business? Who is the customer? What do consumers value? What should our business be? These simple-sounding questions are among the most difficult the company will ever have to answer. Successful companies continuously raise these questions and answer them carefully and completely.”

Week 8 EOC: Creative Content

The creative content that I will incorporate in the development of my bar will be a radio broadcast of  upcoming opening events and flyers that will be sent electronically and posted locally at nearby hotspots like shopping malls, restaurants, and college campuses. My radio broadcast will be on popular Las Vegas radio stations and I will explain to the hosts and listeners about my idea for this new development for the younger audience. The poster will be an original design by me and I will use the pictures of the warehouse in the background. Another option is, I will create a 3-dimensional layout of the club and use that on my flyers as well.

Implementation Evaluation Control

The way our customers evaluate us is very important to us at "All Skate." We realize that we cannot cater and impress every single customer. Our goal is to give excellent customer service and our management team will observe our employees and give monthly evaluations. They way we distribute and promote "All Skate" will determine the outcome of our success rate when we open, and if we should continue with our strategies or not. We will make sure that customers have the opportunity to give their personal evaluations of their experience at "All Skate."The customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. pg 14

The consumer arrives at attitudes toward different brands through some evaluation procedure. How consumers go about evaluating purchase alternatives depends on the individual consumer and the specific buying situation. In some cases, consumers use careful calculations and logical thinking. At other times, the same consumers do little or no evaluating; instead they buy on impulse and rely on intuition. Sometimes consumers make buying decisions on their own; sometimes they turn to friends, online reviews, or salespeople for buying advice. pg 154

Price

Snacks

Cheese/crakers

Peanuts                    $2

Cashews

Pistachios 

Small Entrees

Wings [hot, mild, honey barbeque]/fries

Mozzorella Sticks                                          $12

Shrimp Cocktails

Salads[caesar, house, fruit]  

Drinks

Premium Alcohol    $12

Beer                         2 for $3

Daquris                    $12

Specialty Drinks      $12

Coca Cola Beverages [Dr. Pepper, Sprite, etc] $3

Rentals/Fee entry one price

Wednesdays             $10

Friday-Sunday         2 for $20

The company develops product offers and creates strong brand identities for them. It prices these offers to create real customer value and distributes the offers to make them available to target consumers. Finally, the company designs promotion programs that communicate the value proposition to target consumers and persuade them to act on the market offering. pg 31

 price is the sum of all the values that customers give up in order to gain the benefits of having or using a product or service. Historically, price has been the major factor affecting buyer choice. pg 275

Distribution

We will distribute our information to our target customers through social media, and neighboring businesses that will hand out our flyers to returning/visiting customers. Social media will definitely be our biggest distributor. Our flyers "All Skate" will show on everyone's margin where most ads are presented. You can always count on "word of mouth," which is why handing out our flyers physically to our neighborhoods can be beneficial, and talking amongst our friends. We are a new business so buying huge advertisements isn't quite possible so we feel it is important that we distribute our information to our target audience personally.  The company develops product offers and creates strong brand identities for them. It prices these offers to create real customer value and distributes the offers to make them available to target consumers. Finally, the company designs promotion programs that communicate the value proposition to target consumers and persuade them to act on the market offering. pg 31

By spending a lot of money on product improvement, promotion, and distribution, the company can capture a dominant position.pg 262

Promotion

When we as a company promote, we expect to get other peoples attention. "All Skate's" strategy in getting other people's attention is by promoting good customer service, good price ranges, and social media. Customer service is important in any industry because without customers, businesses cannot exist. As a business, we should provide an unforgettable and positive atmosphere for those we serve. We can create that memorable experience by catering to individuals directly, because we know as a company that we cannot tend to every single customer. Use strategies that do not result in making cash, but result in creating a lasting relationship. Good price ranges is another way to grasp the attention of a customer, not discounts. By promoting discounts, you will attract a negative clientele that will only show interest in your business if you offer those discounts at certain times. It is not wise for businesses to look forward to holiday weekends, or special events that offer discounts. We should strive for everyday to be a money-making day. Promoting with social media can be very promising. Computers are the trend nowadays and people get quick, easy information through their social networking sites. As a business, we should have links on commonly visited sites and have special key words that will easily pop up when customers are using search engines. Any business can spend a thousand dollars on advertisements but what is more important is to contact customers on a personal note, eye contact and a firm handshake will suffice.

The company develops product offers and creates strong brand identities for them. It prices these offers to create real customer value and distributes the offers to make them available to target consumers. Finally, the company designs promotion programs that communicate the value proposition to target consumers and persuade them to act on the market offering. pg 31

Product

The main product that we as a business have focused on is the alcoholic beverages. we will offer a wide variety of vodkas, beers, rums, tequilas, and cognacs for our broad clientele.

Premium:

Grey Goose [Le Citron, L'Orange, La Poire Pear]
Ketel One                              

UV [Green, Raspberry]

Smirnoff [Apple, Citrus]

Sky Vodka [Melon, Berry, Vanilla]

Rum:

Bacardi [Gold, Coconut, Peach red, Limon]

Tequila:

Jose Cuervo

Patron

Cognac:

Remy Martin

Hennessey

Beer:

Miller Lite

Corona

Budlight

Great Lakes

Heineken

Coca Cola Products [Non-Alcoholic]

Dasani Water

Powerade

Vitamin Water

Sprite

Minute-Maid Lemonade

CokeZero

Dr. Pepper  
The company develops product offers and creates strong brand identities for them. It prices these offers to create real customer value and distributes the offers to make them available to target consumers. Finally, the company designs promotion programs that communicate the value proposition to target consumers and persuade them to act on the market offering. pg 31

Product Development is developing the product concept into a physical product in order to ensure that the product idea can be turned into a workable market offering. pg 251
 

Target Market Strategy

The targeted audience we have chosen to market ourselves to is young adults between the ages of 21-25. We intend to promote within colleges, shopping centers, and smoke shops. College is where most young adults occupy their time and with all the stresses of assignments and the typical college life, we wanted to provide a hangout that would alleviate those pressures. We consider shopping centers to be malls where girls shop for club wear and guys go with their girlfriends to pick matching items. Girls chat more and spread information faster, so we figured that young men would go to clubs where they could find young women and converse. Smoke shops was an ideal place because statistics state that 20% of young adults smoke or participate in some sort of drug use. Smoke shops are open 24 hours, so when someone goes in to buy a pack of cigarettes, they see our advertisements.The company first gains a full understanding of the marketplace by researching customer needs and managing marketing information. It then designs a customer-driven marketing strategy based on the answers to two simple questions. The first question is “What consumers will we serve?” (market segmentation and targeting). Good marketing companies know that they cannot serve all customers in every way. pg 31

In creating customer value and relationships, however, the company cannot go it alone. It must work closely with marketing partners both inside the company and throughout the marketing system. Thus, beyond practicing good customer relationship management, firms must also practice good partner relationship management. pg 31

SWOT Analysis

S: Our company, "All Skate" strengths include and strong client base, our company will cater to young adults. Our location is on one of the busiest streets in Las Vegas. Transportation will be easy for those who do not own cars because Charleston has a main bus route. Our beverages and food entrees will be affordable. Our environment will cater to a diverse audience so everyone is welcome.

W: Budget will be a huge weakness. Our business resides in a huge retail space. It will be a challenge to make use of that space effectively and everything from the bar, wooden floors, Dj booths, and etc. will all have to be built in from scratch. We will also need a huge staff in order to cover all areas of the building to make sure the majority of customers are catered to properly.

O: We will have the opportunity to reach out to upcoming music artists who would like to play samples of their songs. DJ's can also boost their image and be exposed to a small but growing community of young adults. We also can expand to more than just a night club and cater to a wider audience; such as families who want to host birthday parties.

T: "All Skate" will be in competition with similar businesses that provide ice/roller skating, and neighboring pubs/bars that stay open late night. Our customers may leave our establishment to continue their evening at another bar. It is importatnt that our bar is casual and organized. A wild bar scene will be a turn-off for most customers.

Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance. pg 55

The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats. It should analyze company strengths and weaknesses as well as current and possible marketing actions to determine which opportunities it can best pursue. pg 56

Objective

"All Skate" has made the objective as a company to provide a enticing, fun experience that combines music, dance, and social gatherings all into one nightclub. This is a nightclub that will attract a youthful, yet mature audience and as a bar/restaurant; we will serve easy food entrees, premium alcoholic beverages, and our exceptional customer service. It is most important that we give our customers an unforgettable experience and become embedded within the community. "All Skate" is a very huge company with many employees and in order to make our business successful we need to set/accomplish goals, and follow all company guidelines in order to maintain stability.
The major functional departments in each unit—marketing, finance, accounting, purchasing, operations, information systems, human resources, and others—must work together to accomplish strategic objectives. pg 47

The company’s objectives should be defined in specific terms so management can measure progress and plan corrective action if needed to stay on track. pg MP7

Business Mission Statement

Reasons for implementing this business, "All Skate," is to bring a friendly-oriented hot spot for young adults from ages 21- 25 that want to become a part of the Las Vegas scene. It is in our best interest to cater to the memories of the past teen generation that were involved in fun and exciting activities on the weekends to prove their independence to their parents. As a fast paced society, we feel as a company that it is important to never forget our childhood memories. It is our objective as a company to provide a enticing, fun experience that combines music, dance, and social gatherings all into one nightclub. "An organization exists to accomplish something, and this purpose should be clearly stated. Forging a sound mission begins with the following questions: What is our business? Who is the customer? What do consumers value? What should our business be? These simple-sounding questions are among the most difficult the company will ever have to answer. Successful companies continuously raise these questions and answer them carefully and completely." pg 39 This is a nightclub that will attract a youthful, yet mature audience and as a bar/restaurant; we will serve easy food entrees, premium alcoholic beverages, and our exceptional customer service. It is most important that we give our customers an unforgettable experience and become embedded within the community.  "The company’s mission should be market oriented, realistic, specific, motivating, and consistent with the market environment. The mission is then transformed into detailed supporting goals and objectives, which in turn guide decisions about the business portfolio. Then each business and product unit must develop detailed marketing plans in line with the company-wide plan." pg 40