Creative Content

Here is a picture of the building I have chosen to build my bar in:

Here is a link to the Radio Commercial:


https://soundcloud.com/peter-sullivan-5

Implement Evaluation Control

In conclusion, this place is open to people of all ages, and back rounds.  People will know what to expect from the second they walk in the door to the moment they leave.  They will want to come back again and again just to have that amazing experience again.  Our beer will be of the best quality and have the best quality control in the city.  It well be held to the highest standard and the same will be said for our food.  Which is made using the ingredients of the beer to give it a special flavor and taste.  I have learned a lot about what it takes to out together a marketing plan, and I am excited to put this plan into action to develop what I believe is exactly what this city needs.  I haven’t seen anything else like this in the entire city and I am excited to offer it to the people of Henderson. 

Price

Prices, prices, prices, isn’t this the most important thing in business right now?  With our economy the way it is right now everybody is looking for the best deal and the biggest bargain.  People are looking for that happy hour or two for one deal at any bar or restaurant.  Applebee’s and their two for 20 menu seems to be leading the way in this regard.  I’m not saying that our beer is going to be cheap, after doing the research on prices for ingredients on all the different recipes I’ve determined that every beer needs to be at least four dollars to make come out even.  Of course we don’t want to come out even we want to make money, so obviously we are going to have to charge more.  We will have two different sizes of mugs, 16 oz and 22 oz, which is typical for most restaurants.  The 16 will cost five dollars and the 22 seven, and after researching prices in other bars I have found that this is definitely a reasonable price especially for home made beer. To deliver on its value proposition, the firm must first create a need-satisfying market offering (product). It must decide how much it will charge for the offering (price) and how it will make the offering available to target consumers (place). Finally, it must communicate with target customers about the offering and persuade them of its merits (promotion). (Marketing An Introduction, Armstrong/Kotler,13).  Competition will always seem to drive down the amount that you can charge for you product though. In these days of intense price competition, service marketers often complain about the difficulty of differentiating their services from those of competitors. To the extent that customers view the services of different providers as similar, they care less about the provider than the price. (Marketing An Introduction, Armstrong/Kotler,226).  We can very well charge a few dollars more than any other place unless our product is vastly superior to what they have to offer.

Distribution

Giving a limited number of dealers the exclusive right to distribute the company’s products in their territories. (Marketing An Introduction, Armstrong/Kotler,G10).  This is what the book defines as Exclusive distribution.  I can’t imagine that’s a good idea for business to just be exclusive to certain companies but I can see how that could make the certain company a lot of money.  I can’t say our restaurant has something that is need to distribute outside of the restaurant.  I would say that everything is in house; unless the product becomes so successful that we could expand to bottling and selling the beer to grocery stores. Stocking the product in as many outlets as possible, (Marketing An Introduction, Armstrong/Kotler,G10).  This is called Intensive distribution which sounds like a good idea because why wouldn’t you want your product to be in as many places as possible so people can get it wherever they are.  Finding the distributing means is probably the hardest part.  Finding vendors who can help you are few and far between, Working at a restaurant right now I do know of a few vendors but all they do is supply restaurant so I will have to deal with them to get what I need for our restaurant but hopefully if it becomes successful enough they can help with distributing our product to other stores/restaurants too.

Promotion

Promotion is a little difficult in this town, because you  have to contend with the places on the strip.  Radio seems to still be the best way to get to people these days.  However a lot of people don’t listen to the radio so we have to find other ways to get our products name out there. “Promotion means activities that communicate the merits of the product and persuade target customers to buy it.” (Marketing An Introduction, Armstrong/Kotler,54). “It must communicate with target customers about the offering and persuade them of its merits (promotion).” (Marketing An Introduction, Armstrong/Kotler,13).  This is what they book says about promotion, it needs to be blended with all the other techniques to have a successful marketing plan.  Promotion could be the most important step though because how else are people going to know about your product?  Word of mouth however may just be the most important way of promoting our restaurant.  People who have been are going to tell their friends about the experience that that had at our place, people are going to trust what they say more that they are going to trust some television or radio commercial.  It does cost a lot of money to do this kind of promotion however, The most logical budget-setting method is the objective-and-task method, whereby the company sets its promotion budget based on what it wants to accomplish with promotion. This budgeting method entails (1) defining specific promotion objectives, (2) determining the tasks needed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget. (Marketing An Introduction, Armstrong/Kotler,389).  Most companies when trying to save money their promotion is the first thing to get removed from the budget when it could actually become the thing that saves them if they can learn to do it correctly.  Hopefully we have done it correctly.

Product

My product is pretty easy to figure out just from the name of the restaurant, it’s called House of Brews so obviously we make and sell beer.  However the product itself is a whole lot more than that. “We define a product as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Products include more than just tangible objects, such as cars, computers, or cell phones. Broadly defined, “products” also include services, events, persons, places, organizations, ideas, or mixes of these. Thus, an Apple iPhone, a Toyota Camry, and a Caffé Mocha at Starbucks are products. But so are a trip to Las Vegas, Fidelity online investment services, and advice from your family doctor.” (Marketing An Introduction, Armstrong/Kotler,209).  This is the books definition of a product so it really can be anything.  Our product is more than just beer.  I want the brewers themselves to be the bartenders because who knows more about the beer we make than the people who made it. “Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.” (Marketing An Introduction, Armstrong/Kotler,209).  I actually do believe that the restaurant itself more so than the products offered are our product,  People can go and get a beer anywhere and yes if our beer is good people will come back because it’s the only place that they can get it.  However if the atmosphere is not to their liking then no matter how good the beer is they won’t come back for it.  People will come back because our product is superior to anyplace else in Henderson.  We also will have the most knowledgeable and friendly staff around.

Target Market Strategy

Target market

    A set of buyers sharing common needs or characteristics that the company decides to serve.(pG10)Target market strategy, the question should be what is our target market?  I would say it is a wide variety of people from all different age groups.  The drinking law is set at age 21 but since we are a restaurant too our market is people of all ages.  Typical advertising strategies will be used to gain a typical restaurant following.  Everything from local television to local radio commercials will be used, also targeting the channels and times when most people are listening or watching.  So that would be from 7 am to 9 am while they are commuting to work.  From 4pm to 6 pm when they are commuting home.  Also from 7pm to 10 pm on the local channels that are watched the most and have the most popular shows on them.  The point here is to get people to know the name House of Brews, the name is  funny and clever and not easy to forget.  They will hear enough about it to make them curious about what the place is like.  Once they come in for dinner hopefully they atmosphere and the prices will make them want to come back again.  We aren't planning any specials like "happy hour" to lure people in.  We are just hoping the normal prices are resonable enough that they won't mind paying it.  People know that local brews are going to cost a little bit more than your average Budweiser, but people are coming for something different than that so are expecting it.  They know it's a higher quality beer and they know it will cost them a bit more than just a lame beer at a bar.

SWOT Analysis

SWOT analysis is what every business needs to do while it is developing its business plan.  The book defines it as,” The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T). Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives.(Marketing An Introduction, Armstrong/Kotler, 55) 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(.Marketing An Introduction, Armstrong/Kotler, 55)”  So here we will determine all of those things for my bar called “House of Brews”.

S:  Strengths are beer making knowledge, also people skills and training my employees with this knowledge.  Also my resources with knowledgeable professional beer makers that I have contacts with; finally my own knowledge having bartended for 4 years in my younger days.  There’s the fact that people are going to drink beer and alcohol no matter what it costs some people are addicts.

W:  Weakesses include myself being too nice and doing whatever it takes to get people to come in, even I that means lowering prices or happy hour prices.  Also I have never run a business before just worked for one so I have no idea everything that goes along with that.

O:  Oppourtunities included being that we are in an alcohol friendly city, people who live here hate going to the strip so if they can find that sort of atmosphere elsewhere in the city they will come back over and over again. 

T:  The biggest threat being the strip itself.  I cannot compete with the amount of money and resources that the hotels on the strip have.  Also there are many other brew houses in the area that already have established clients so how will I pull them away from those places and into mine.

Objectives

The objectives are similar to what any person that opens a bar would be.  No it's not just to sell beer and alcohol, it's similar to the business mission statement that was previously stated in other blogs.  We want more than just to sell beer, we want to establish ourselves as the premier pub and restaurant in the greater Henderson area.  "Strategic planning sets the stage for the rest of the planning in the firm. Companies usually prepare annual plans, long-range plans, and strategic plans. The annual and long-range plans deal with the company’s current businesses and how to keep them going. In contrast, the strategic plan involves adapting the firm to take advantage of opportunities in its constantly changing environment."(Marketing An Introduction, Armstrong/Kotler,39)  Planning is one part of the objectives and only through planning can you hope to achieve your objectives.
Objectives can probably change from time to time.  Like right now the objective is just to get this project off the ground and get the money and support to get the place going.  After that the objective will be to start the production precess, including building the building and brewing the beer and developing the menu and food items needed to order and a food supplier too.  Once all that is achieved then we can finally start the advertising process leading up to the opening and developing a customer following.

Business Mission Statement

The book defines a mission statement as follows,” 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.”(Marketing An Introduction, Armstrong/Kotler,page 39)  It honestly says nothing about money at all.  What it does is tell people what your goal as a business is.  We all know the ultimate goal is to make money so you don’t even have to say that.  It’s easy to say hey we sell beer and good food at a reasonable price.  Yeah people get that; the mission statement should be about how you are different from the rest of your competition.  “Mission statements should be market oriented and defined in terms of satisfying basic customer needs. Products and technologies eventually become outdated, but basic market needs may last forever.”(Marketing An Introduction, Armstrong/Kotler,page 40)

The Mission Statement for my business: a bar/restaurant called "House of Brews" is as follows.  To provide quality service and product to the patrons of the restaurant, using creative and advanced ideas about brewing beer.

Week 7 EOC: Bar Pitch

So I’ve just been given every man’s dream scenario, the ok to create and market his own bar!  Oh man so many ideas going through my head right now.  What can I do?  What kind of bar should it be?  What kind of drinks do I serve?  Should I have gambling?  I mean this is of course Las Vegas.  So when it came time to decide what it should be I thought about what I’m good at and what makes me happy.  Beer of course, beer is one of my favorite things in the world.  Not only do I love to consume it but I can also make it as well.  So why not put my talents to good use and create a brewery that not only makes beer and serves it there but also uses the beer in the recipes for the restaurant.  Obviously I would have to create at least a half dozen beers to serve, good thing I have my own recipes that I’ve created and written down.  Also with the help of my Brother who makes beer with me and my father we can come up with a whole bunch of different flavors to serve.  Let’s face it different people like different kinds of beer so we are going to have to develop everything from a light lager to a heavy stout.  From a lightweight cider to a heavy hoppy IPA with 9% alcohol content!  I myself have been searching around the city to find a good area to start this brewery, and I’ve found a few looking online for already established buildings for sale with liquor licenses.  Fortunately I have found a few places but one in particular is 5000 square foot recently remodeled area in 2011 that has a big bar and is big enough I can cut it in half to make half of it the brewing area.