Reference no: EM131009183

Question:? ?O?peration case

A marketing case and want to do an operation case now

one memo page

two Executive Summary pages

total 3 pages

?and the case is attached

Memo
Date:
To:
From:

Subject: The issue that has been raised is related to the falling attendance of students in The Spoken Taveran, over a period of time.

Recommendation:

1. It is recommended that the promotion strategies are modified and certain new strategies are inculcated while promoting and advertising about the pub. It has also been suggested that a kitchen is introduced so that the pub can provide food with drinks that can certainly help in increasing the revenue.

2. The first thing to be done is to increase promotional activities by introducing some in the colleges as well. Though there is advisory committee yet through sensible and responsible promotions, it will be easy to target more population. There is a need to spread the word and decrease the price or start some schemes and offers so that there are more number of people who come and hang around in the pub. Another significant change that can be introduced is changing the décor. This is required so that the pub looks fuller than usual as this will attract more crowd. The final suggestion is addition of kitchen as there are a number of students who come for a drink or two after their last class. By serving food, the bar can increase its revenue and also attract more students who come in search of food during late night hours. The bar can also extend its working hours and provide happy hours for both drinks and food, so as to further increase crowd.

3. The fact that there is investment involved, it is important to roll out the features on a small-scale initially and once successful, the things can be moved to a greater level.

4. It is also important that a contingency plan is formulated so that in case of failure of one or more strategies there is something to fall back onto. In case the scheme fails, the pub can always turn to the college and part-time workers who are students to help them in promoting their services.

Executive Summary

The case study taken in consideration is about a bar for students that was developed by University Community Centre, which has lately been experiencing a significant decline in attendance and profitability. The newly elected vice-president has decided to have a look at things while contemplating the ways in which things can be turned better. On analysis it was found that there are a number of factors that can be held responsible for this and they have been looked at in detail.

Problem Statement: The issue that has been raised is related to the falling attendance and profitability of students in The Spoken Taveran, over a period of time.

The first thing to be considered is that there are strict regulations with regard to the promotions that can be made in the college. Next, the operating hours of the pub are limited and if students want to hang out during afternoons they have to go on searching for a new place. The price and increasing fees of college is also detrimental for business and students become more price conscious towards the end of the semester. The pub has been seen comparatively more empty during the Christmas time as well as New Years'. It seems the bar is facing tough competition against other pubs, which provide discounts and festive offers. The bar also lacks the facility of a kitchen which can provide students with late night snacks and a few starters to be eaten with drinks.

Recommendations:

1. It is recommended that the promotion strategies are modified and certain new strategies are inculcated while promoting and advertising about the pub. It has also been suggested that a kitchen is introduced so that the pub can provide food with drinks that can certainly help in increasing the revenue. This will help in making students aware of the bar and the facilities provided by them.

2. The first thing to be done is to increase promotional activities by introducing some in the colleges as well. Though there is advisory committee yet through sensible and responsible promotions, it will be easy to target more population. There is a need to spread the word and decrease the price or start some schemes and offers so that there are more number of people who come and hang around in the pub. Another significant change that can be introduced is changing the décor. This is required so that the pub looks fuller than usual as this will attract more crowd. The final suggestion is addition of kitchen as there are a number of students who come for a drink or two after their last class. By serving food, the bar can increase its revenue and also attract more students who come in search of food during late night hours. The bar can also extend its working hours and provide happy hours for both drinks and food, so as to further increase crowd. The people generally get attracted by seeing that other are enjoying and the fuller the crowd the better will be the gathering.

3. The fact that there is investment involved, it is important to roll out the features on a small-scale initially and once successful, the things can be moved to a greater level. This will help in staying safe, may whatever the conditions are. Even if the plan is successful or not, small-scale project will help in understanding the facts.

4. It is also important that a contingency plan is formulated so that in case of failure of one or more strategies there is something to fall back onto. In case the scheme fails, the pub can always turn to the college and part-time workers who are students to help them in promoting their services.

Attachment:- Hempline.rar