UK Based Mildmay Inn Pub - Assignment Example

Running Head: A Case Study on an UK Based Mildmay Inn Pub University Name: Currently the pub is offering a wide range of services to its clients this include, free packing space, guest beers and real Ales, Room for events such as weddings, funeral reception and birthday parties, big screen TV sets for kids cartoons and sports, bed and breakfast accommodation among other services. The pub is well rated in this region due to its high quality services. However, the pub has been facing stiff competition from the pubs that surround to a thing that calls for immediate measures to counter the prevailing competition arising from its direct competitors who have turned into gastro pubs thus attracting guest from the entire globe. As a marketing advisor I would propose that we also change midways, colours into gastro so as to have a wider customer base, compete effectively and increase profitability. The pub targets family market since it has the necessary accommodation services for them i.e. adults plus young children. To force competition in a better way the pub will target the tourist market so as to target visitors from foreign countries who came at this region during the high season. Products and services at Mildmay colours should be of a much higher and better quality ahead of those of its main competitors, the restaurant should offer high quality food with a provision of various delicacies from every corner of the world so as to acquire a wider customer base. The bar should stock a variety of drinks to ensure that whenever a customer comes the bar will always have something for him/her, the bar should offer high quality accommodation services to ensure comfort and satisfaction to its visitors, to allow room for business expansion the bar should set up a bigger building with spacious rooms for private factions, a wide parking gone. The bar should develop a brand name that has a root of origin and that which is short and easily pronounced in other languages with global acceptance. Its trade name logo should be designed in a way that it can be easily interpreted by the visitors so as to record a higher impact in attention catching. (Frank, 1998) A strong brand will ensure that the pub gains competitive advantage as a result o f its prestigious and popular brands. More customers will join midway while the old ones will be retained. The business industry puts more emphasis on creating a strong brand that will remain an important factor in determining the number of clients a business enterprise will have. Most consumers will prefer a choice of brand to that of location an idea, that Midway Colours Inn should bank on. They should have sophisticated modern buildings with highly skilled services in accommodation facilities, catering and conference facilities. (Frank, 1998) To record increased sales and compete effectively with its direct competitors Mildmay pub should employ various pricing strategies. The company should adopt competitive pricing strategy with this strategy the pub will be selling its products and services at medium prices which will go in line with prices changed by various pubs that has an international status similar to that of Mildmay. This medium competitive pricing will help the pub to meet the market competition arising from its direct competitors. It was also created a good impression to most customers that the pub does not neither overcharge nor undercharge its clients. The pub should also adopt premium pricing whereby its accommodation services, drinks and foods in the restaurant will be offered at very high prices this will help it to compete with those pubs offering higher prices to its products and services making it a high class pub. It will create an impression that cheap is expensive making more customers to flow in the pub after all people do not like cheap things as long as they have got the money. Lastly the pub should adopt penetration pricing whereby services and products will be offered at low prices so as to achieve a quicker market entity. This will also be aimed to avoid unnecessary competition that may be created by its direct competitors. All these pricing strategies should have a price tag that ends with digit 9. This is because the pricing will bring a psychological impact on the customers mind in that many of them will tend to ignore the least significant prices for example, if the set prices is $199.90 consumers will particularly ingot the 90 cents although they will be clearly seeing them!. This will be psychological. A different scenario will occur if prices will be set at $200 this way consumers might view it as a very exorbitant price though the difference between the two given prices will be negligible and insignificant. Such pricing will also assist the pub in keeping pace with the ever dynamic pricing across the globe. (Schultz, 2000) The pub should use various channels of distribution while passing information about their services to the customers. They can either use selective channels of distribution whereby they will choose to use one channel only for example online. The company should practice Intensive distribution whereby it will stock services and products in which price competition will be evident. - Where the majority of resellers stock the `product' (with convenience products, for example, and particularly the brand leaders in consumer goods markets) price competition may be evident. (Schultz, 2000) The pub should also apply Selective distribution in which normal pattern i.e. both consumer and industrial markets apply such that it will stock certain products and services. Mildmay Inn should also apply exclusive distribution in its chain of distribution whereby it will stock a certain specified product for instance, a specified drink. According to Schultz (2000) the pub should intensify its advertising services so as to catch the attention of its customers this should be done through radio and television adverts, buying advertising space in various newspapers across the world and lots of online advertising. The pub should also employ sales promotion techniques in order to promote sales and expand the customer base this can be through happy hour whereby the pub will have some hours in which drinks and foods are offered at relatively subsidized prices as a form of promoting sales, there should be other forms of promotion in the event calendar whereby promotion or drinks can be effected for instance you buy two real Ales you get one free. The pub should also concentrate in creating good public relations i.e. public relations officer should be holding talks on radios and television on perpetual basis alongside other key officials. Promotion should also be extended to the accommodation services whereby rooms will be offered at reduced prices during the promotion period. Mildmay Colours Inn should ensure that each department is well staffed. Staff recruitment should be based on merit so as to ensure that quality services are offered. The recruited team should first undergo training on various courses regarding their duties so as to sharpen their skills and enhance quality services. The team should also be trained on good customer’s relations so as to demonstrate a high degree in customer care thus boosting the customer base in the pub. Well- trained employees will guarantee efficiency and advanced customer care services. Customers will also prefer business organizations with highly trained employees since they will be attended t o in the right manner. Mildmay Intensify and update its booking processes. The process should be extended to every corner of the other following the predictable business expansion should be through online such that a customer from the furthest end can be able to book accommodation services on a specified future date and be guaranteed of this booking placement. This will also offer instant information to clients on the available booking spaces. The system will be very convenient and economical to clients a thing that will ensure that services mostly accommodation and private functions are fully booked in most days of the month. This will in return play a great role in countering the competition offered by Mildmay Inn direct competitors. It will also facilitate business expansion occasioned by increased booking and high profitability. (Craig, 2000) Bookings can also be made through phone calls such that a customer can call the pub’s reception and book a space on a given date, this will also be very convenient and will guarantee increased customer base. Apart from the existing phone lines for booking services the pub should open other booking centres in various contents so as to facilitate easier booking as well as advertise for their company. Lastly provision should be made for those customers who may require immediate bookings such that certain rooms should be received to ensure that customers are not stranded at any given time. (Craig, 2000) The pub’s management should create a conducive working environment that will ensure the subordinates and their seniors are relating in a better way that enhances team work. The customers should also figure out the conducive physical atmosphere which will allow them to relax as per their expectations. Cleanliness should always be maintained in the pub and its surrounding environmental so as to create a good image to the customers. This will also send positive signals to the outsiders regarding the pubs physical atmosphere. (Craig, 2000) Conclusion With the suggested product, pricing, place, people and promotion services the pub will definitely counter competition brought about by its direct competitors. All the strategies should be implemented in the right manner so as to achieve the desired outcomes. This will ensure the firm’s continued growth and expansion making it ahead of others in service production. Reference Craig, W. (2000): Practical Marketing in Canada, Toronto, Burns ltd. Frank, A. (1999): Value pricing for the design firm, New York, Wiley – Interscience Frank, V. (1998): Concurrent Marketing, Boston, Harvard business school press Schultz, A. (2000): Sales promotion Essentials< New York, McGraw-Hill Read More