Wednesday, February 27, 2013
Distribution
Distribution
Distribution within the bar should be quick. Since we don't focus on bar food sales we wouldn't have to stress our fryers too much. Our main focus is on the alcohol. We want customers in and out so we have a higher return for tables and space.
Feedback is also a big thing that I would like to have in the bar. On the website people will be able to tell us how they enjoyed or not enjoyed their time at our bar. It will give us a measurement on how we should cater to our customers.
Market Penetration can spur growth through marketing mix improvements—adjustments to its product design, advertising, pricing, and distribution efforts. Pg 46
"The company also added direct-to-consumer distribution channels, including its own retail stores, Web site, and toll-free call center. Direct-to-consumer sales grew 47 percent last year and now account for more than 11 percent of total revenues." Pg 46
Product
Product
In order to have a successful bar I would have to really differentiate my bar from any other bar. As I said before it will consist of many independent film makers films being shown. That's one way to make it different. It will also serve up food you would normally get a movie theater. Popcorn would be one of them. It is incredibly cheap to make and it will sell.
Drinks will also be involved. Alcohol seems to be a great product to be selling in the bar. It will obviously make the most money so, alcohol will pretty much be the cash cow of the bar.
Bar food will also be included on our menu. However it won't be the focus. It would be available however, and it will be in small portions. The goal is to turn table around quicker so with that said, smaller portions would not only keep costs low but also satisfy the guest adequately.
"To deliver on its value proposition, the firm must first create a need-satisfying market offering (product)" Pg 13
"In positioning its product, the company first identifies possible customer value differences that provide competitive advantages upon which to build the position" Pg 53
In order to have a successful bar I would have to really differentiate my bar from any other bar. As I said before it will consist of many independent film makers films being shown. That's one way to make it different. It will also serve up food you would normally get a movie theater. Popcorn would be one of them. It is incredibly cheap to make and it will sell.
Drinks will also be involved. Alcohol seems to be a great product to be selling in the bar. It will obviously make the most money so, alcohol will pretty much be the cash cow of the bar.
Bar food will also be included on our menu. However it won't be the focus. It would be available however, and it will be in small portions. The goal is to turn table around quicker so with that said, smaller portions would not only keep costs low but also satisfy the guest adequately.
"To deliver on its value proposition, the firm must first create a need-satisfying market offering (product)" Pg 13
"In positioning its product, the company first identifies possible customer value differences that provide competitive advantages upon which to build the position" Pg 53
Target Market Strategy
Target Market Strategy
Our Target is simple. We want college students. It's really a place for a young crowd. Usually I would like to have a place where I could relax and have a drink with my friends and talk about upcoming films with.
Since we are catering to many of the independent film makers we would want to serve them what they are used to being around. Concession stand food! Including popcorn, candy, and soda. Except here you would be able to also get alcohol and bar food.
"The entire company obsesses over creating value for the customer and views itself as a bundle of processes that profitably define, create, communicate, and deliver value to its target customers…. Everyone must do marketing regardless of function or department.” Pg 48
"Place includes company activities that make the product available to target consumers"Pg 54
Our Target is simple. We want college students. It's really a place for a young crowd. Usually I would like to have a place where I could relax and have a drink with my friends and talk about upcoming films with.
Since we are catering to many of the independent film makers we would want to serve them what they are used to being around. Concession stand food! Including popcorn, candy, and soda. Except here you would be able to also get alcohol and bar food.
"The entire company obsesses over creating value for the customer and views itself as a bundle of processes that profitably define, create, communicate, and deliver value to its target customers…. Everyone must do marketing regardless of function or department.” Pg 48
"Place includes company activities that make the product available to target consumers"Pg 54
Situation and SWOT Anaysis
Strengths
Scripts strengths have to be that it is definitely different. It has everything a normal bar would have and it would also provide people with a great place to go. It really caters to the people in the film industry but it would also cater to many people all round in Las Vegas.
Weaknesses
Our Weakness would probably be that we would charge a cover fee. Not many people these days like having to pay cover. However, that could also be looked as a strength. As more and more people like what we provide, the more and more people would just want to come and not care what the price of admission is.
Opportunities
There are different Opportunities that we have as a bar catering to people in the film industry. Its a place where they can go. I know many people who would like to showcase their work but have nowhere to do it and have to wait for a film festival that is a long way in the year and don't have enough people to expose and show it to. Our bar would fulfill that need.
Threats
Obviously the other bars are threats. They are all different. My surrounding bars I'm competing with already have reputations for having a great bar and great people coming in. The only real threat I have is making sure people keep coming in to give us a chance. We don't provide coupons and we charge for admission. People don't really like coupons thrown at their face anyways so we won't force it, however, people would like to see what's new so that would hopefully give us a shot.
"Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives." Pg 55
"Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage." Pg 55
Scripts strengths have to be that it is definitely different. It has everything a normal bar would have and it would also provide people with a great place to go. It really caters to the people in the film industry but it would also cater to many people all round in Las Vegas.
Weaknesses
Our Weakness would probably be that we would charge a cover fee. Not many people these days like having to pay cover. However, that could also be looked as a strength. As more and more people like what we provide, the more and more people would just want to come and not care what the price of admission is.
Opportunities
There are different Opportunities that we have as a bar catering to people in the film industry. Its a place where they can go. I know many people who would like to showcase their work but have nowhere to do it and have to wait for a film festival that is a long way in the year and don't have enough people to expose and show it to. Our bar would fulfill that need.
Threats
Obviously the other bars are threats. They are all different. My surrounding bars I'm competing with already have reputations for having a great bar and great people coming in. The only real threat I have is making sure people keep coming in to give us a chance. We don't provide coupons and we charge for admission. People don't really like coupons thrown at their face anyways so we won't force it, however, people would like to see what's new so that would hopefully give us a shot.
"Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives." Pg 55
"Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage." Pg 55
Objectives
Objective
This is a statement of specific things a business would want to achieve. So our objective in "Scriptz" is to be the one stop bar for everyone but also give a place to independent filmmakers to network. Some business like to have acronyms for their companies like US Bank has S.T.A.R.T or Vdara Hotel has O.W.N. it. It is really all about having specific and achievable goals. The objective would state what the bar wants to not only achieve but gauge what they have already achieved in the past. Have a realistic goal in a realistic time frame.
Scriptz objective will be called A.C.T.I.O.N. (Active, Connecting, Timely, Interacting, Obtaining, Networking) It will be real easy to remember and also have a goal that everyone will want to have while working within the company.
"As with the other promotion tools, in considering when and how to use product public relations, management should set PR objectives, choose the PR messages and vehicles, implement the PR plan, and evaluate the results." Pg 406
"The company’s objective must be to manage “profitable growth.”" Pg 45
This is a statement of specific things a business would want to achieve. So our objective in "Scriptz" is to be the one stop bar for everyone but also give a place to independent filmmakers to network. Some business like to have acronyms for their companies like US Bank has S.T.A.R.T or Vdara Hotel has O.W.N. it. It is really all about having specific and achievable goals. The objective would state what the bar wants to not only achieve but gauge what they have already achieved in the past. Have a realistic goal in a realistic time frame.
Scriptz objective will be called A.C.T.I.O.N. (Active, Connecting, Timely, Interacting, Obtaining, Networking) It will be real easy to remember and also have a goal that everyone will want to have while working within the company.
"As with the other promotion tools, in considering when and how to use product public relations, management should set PR objectives, choose the PR messages and vehicles, implement the PR plan, and evaluate the results." Pg 406
"The company’s objective must be to manage “profitable growth.”" Pg 45
Business Mission Statement
A mission statement is a brief, short statement that aims the values of a company, organization, or individual. The Mission statement for my bar will be:
"Our mission is to make Scriptz your preferred bar destination in Downtown Las Vegas. We deliver outstanding service and quality beverages to make us your one stop bar. We believe in not only serving the people of Las Vegas, but also our creative individuals."
Pg 39 quotes:
" A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment. A clear mission statement acts as an “invisible hand” that guides people in the organization."
Pg 41 quotes:
"Mission statements should be meaningful and specific yet motivating. They should emphasize the company’s strengths in the marketplace. Too often, mission statements are written for public relations purposes and lack specific, workable guidelines."
"Our mission is to make Scriptz your preferred bar destination in Downtown Las Vegas. We deliver outstanding service and quality beverages to make us your one stop bar. We believe in not only serving the people of Las Vegas, but also our creative individuals."
Pg 39 quotes:
" A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment. A clear mission statement acts as an “invisible hand” that guides people in the organization."
Pg 41 quotes:
"Mission statements should be meaningful and specific yet motivating. They should emphasize the company’s strengths in the marketplace. Too often, mission statements are written for public relations purposes and lack specific, workable guidelines."
Week 8 BOC: Progress on My Final Project
So far on my project I am on the brainstorming portion of it. It will be located downtown Las Vegas. It will be also named "Scriptz". I am still trying to figure out how the bar will be making money. Obviously the bar will be serving alcohol however I'm trying to figure out how to bring people in to my bar and not just any other bar. I'm also trying to figure out how to differentiate my bar from the ones already located downtown. I will be having to compete with a great idea of Insert Coins which is a "bar-cade" and a urban bar like Common Wealth which is always bringing people in. So I'm just trying to figure out how to be different basically.
My bar will be catering to everyone but also want to bring in people in the film industry so that many of the independent filmmakers will have a place to go to network. I always wanted to go to a place where I could network with many filmmakers and not just when a film festival is being celebrated. I want a place where I can serve people refreshments but also showcase hard work that people have created on screen.
My bar will be catering to everyone but also want to bring in people in the film industry so that many of the independent filmmakers will have a place to go to network. I always wanted to go to a place where I could network with many filmmakers and not just when a film festival is being celebrated. I want a place where I can serve people refreshments but also showcase hard work that people have created on screen.
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