Improving The Customer And Target Market - Assignment Example

Customer Analysis The target markets for this club are women. The female drinking population in Australia is increasing, and this presents an opportunity for this night club to tap on that potential. The primary target is women and the secondary targets are men; trends show that where women go, men will follow. If the night club successfully attracts women. The target market for the night club is from 21 to 30. In Canberra, there are 117 807 people aged between 15 and 34 (ABS 2012). This means that there is roughly the same amount of people in a Canberra nightclubs target market. Both males and females are a part of the target market for a nightclub; this is necessary because as Hendrie et al. (2009) suggests a nightclub is where someone may go in order to meet someone with whom to have sexual intercourse. 80% of customers entering a nightclub will not be accompanied by a partner; however, there is a 40% increase in the amount of people who leave with a partner. A nightclub needs to have an even amount of males and females for this exact reason. It is of concern that nightclub owners market to people who can afford their products, and if there are not a high percentage of those people in their target market then they should consider lowering the prices of said product. The demands for a night club are usually high in high density urban population because most people go there to find potential partners (Jayapalan, 2002). This club majorly focuses of attracting women, meaning that most of the men who will become un-accompanied to the club will be looking to have some good time this will attract a high number of men. The market dynamics of the age group who are working and willing to spend on a night club to have a good time is skewed against the clubs favour. Most Australian in urban centres drink frequently, the people who are dinking to extreme levels are increasing; these statistics indicate that a night club will always have customers (Walker, 2009). A new a trend setting night club will generate much hype among the target market and this will help to shore up the night clubs image and reputation. The night club will have to set and meet the revellers standards. When analysing why most of the customer’s keep changing night clubs the following reasons emerged (Torkildsen, 2005). 1. Most people stated that most clubs had limited space for dancing. 2. People were growing tired of the existing night clubs. 3. There was no dynamic in the music that clubs played; they played the same music over and over again. 4. The quality of lighting and the sound was poor. 5. There was no energy in the night club. This new night club will offer reveller new type of excitement because; it is new in town; hence, people tend to flock in that new club because it offers something new (Robert A. Baron, 2008). The growing tiredness and discontent about the existing clubs will offer this new club, a new number of customers. Customers will come because they would want to experience the new club in town, a satisfied customer will go and tell their friends about this club this will increase the number of customers. The night club will have to re-invent itself after some time to keep up with the changing preferences of the customers; this will also ensure that the night club is not the same old club that customers will get bored over (Carolyn C. Wise, 2007). The dance floor in this night club will be spacious and offer a variety of entertaining features, the lightning in the dance floors will be interesting, and the illumination that will be brought by the lighting will be tailored to interest the patrons. The night club will target women, with more women in the club than men; men will be attracted into the club. This will make the club offer a more dynamic social atmosphere for the people (Dilworth, 2010). The interior design and the atmosphere created in the night club will be such that it will enhance interaction between the customers, bring a vibrant social atmosphere in the club. A social atmosphere can also be enhanced by the type of music that is being played. The DJ will play songs that create a high tempo and energy that enable all the customers to enjoy themselves, with the interior designed made with an upscale decor and quality sound, and lighting systems this will enhance the ambiance in the night club (Costas Katsigris, 2008). The music that will be played will be consistent to ensure a smooth flow; the night club will not over do the consistency of the music, just to ensure that the music is not played out. The DJ will responsible for the type of music being played; the music will represent the trends in the market, ensuring that there is flow (Books, 2011). The music will be dynamic to attract all people who enjoy various types’ music. The music will range from house music and techno and an interesting mixture of the two types music (Bennett, 1998). Canberra has an effluent population that is interested in unique features in the night club scenes this affluent people will also be served in this club. The people that want private loft parties will have their own needs served and met by the club. These loft parties will enjoy the exclusivity it deserves and the guest list that can access these parties will be based on the client on preferences. This night club will strive to differentiate it-self and offer multiple offerings to the patrons to ensure that they keep coming back. In order to make sure that the novelty of the night club is not diminished, the night club will ensure that when they differentiate its products and offering so that other places in the club can only be accessed by people who are permitted to enter. The night club will be created to serve the needs of the various people of the society. This nightclub will be a giant playground for the adults (Bickford, 2001). SWOT Strengths Can look at what customers have said about other businesses and improve on them e.g. Academy nightclubs customer service (Richardson, 2009). Can offer products that other nightclubs in the area do not Location, the night club will be located in an area where there are few night clubs but the population of the youth will be high (Amanda Miron, 2006). The night club will be very attractive and the setting will be such that it attracts lots of women to the club. The size of the club will be spacious and not crammed as the other clubs (Smith, 2001). The night club will utilize club promotions that are tailored to attract more women such as drinks offers, community gatherings, flyers and mass media. The security will be enhanced to make sure the adequate security for our customers and patrons (Cassavoy, 2009). The club will offer free transportation to people who have proven they were at the club (Christie, 2010). The club will make available a large variety of drinks and the club will be providing a quality customer service The club will launch in a highly published opening to in a holiday season when people tend to spend more. The night club will have a strong business name that will attract interest from the public. Weaknesses Doesn’t have an established customer base Might be hard to do something that hasn’t already been done Might not live up to expectations after excitement caused because it is a new venue. Long working hours, on certain days of the week the staff will have to work for long hours. Customer demands, different customer have different demands and requirements’ meeting them all poses a challenge (Kelemen, 2002). Opportunities A new nightclub in Canberra would have the appeal of being new (Ryan Ver Berkmoes, 2004). The club can grab the chance and use the services of a celebrity that female fans adore. This will shore up the number of female customers in the club. The club will use local artist performance; these performances will be specifically tailored to increase the number of female customers. A large female customer base will increase the number of male customers as well. The low market concentration of night clubs in Australia provides an opportunity for growth (Lewis). Threats There has been a decrease in drinking since 2006 (ABS 2012) Police have been cracking down on alcohol related violence (Keene & Wood 2012) –they may take customers away Complaints, the complaints from the community will deter the number of clients that the club can receive. Competition; competition is always a threat to any business. The night club will have to distinguish itself to reduce competition and offer a comparative advantage (Shimp, 2010). The liabilities that arise in the club premises could affect the business and be potential for legal actions and suits. There could be problems with the regulators like the local councils and other licensing authorities. The decline in economy presents a threat to the business (Czarniawska-Joerges, 1989). Reference List Amanda Miron, D. R. (2006). Professional Bar and Beverage Manager's Handbook. Atlalnta: Atlantic Publishing Company. Bennett, T. (1998). The good life. New York: Pocket Books. Bickford, J. (2001). Las Vegas Dreams. Pasadena, CA.: American Dreams. Books, H. (2011). Articles on Nightclubs in the United Kingdom, Including: G-A-Y, Gateways Club, Heaven (Nightclub), Trade (Nightclub), the Wayout Club, XXL (Club), Roy. new York: Hephaestus Books. Carolyn C. Wise. (2007). The College Buzz Book. New York: Vault Editors. Cassavoy, L. (2009). Start Your Own Bar and Club: Sports Bars, Night Clubs, Neighborhood Bars, Wine Bars, and More. New York: Entrepreneur Press. Christie, A. (2010). The Thirteen Problems (Miss Marple). Torquay: HarperCollins Publishers. Costas Katsigris, C. T. (2008). Design and Equipment for Restaurants and Foodservice: A Management View. New York: John Wiley & Sons. Czarniawska-Joerges, B. (1989). Economic decline and organizational control. Stockholm: Praeger. Dilworth, R. (2010). Social Capital in the City: Community and Civic Life in Philadelphia. Philadelphia: Temple University Press. Jayapalan, N. (2002). Urban Sociology. Atlanta: Atlantic Publishers & Dist. Kelemen, M. L. (2002). Managing Quality. London: SAGE. Lewis, R. Beverages in Asia - Issues for Responsible Investor. Responsible Research. Richardson, J. (2009). Annual Editions: Marketing 09/10. New York: McGraw-Hill Companies,Incorporated. Robert A. Baron, S. S. (2008). Entrepreneurship: a process perspective. London: Cengage Learning. Ryan Ver Berkmoes, S. O. (2004). Lonely Planet New South Wales. Canberra: Lonely Planet. Shimp, T. A. (2010). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. London: Cengage Learning. Smith, R. (2001). How to Setup and Operate a Successful Nightclub: An Entrepreneur's Guide to Running a Profitable . New York: manna hut. Torkildsen, G. (2005). Leisure And Recreation Management . London: Routledge. Walker, S. (2009). The Night Club Era. Baltimore, MD: Johns Hopkins University Press. Read More