The name of my business is THE VENUE. The Venue is a Club for teenagers, Arabic and foreigners to come and 'chill' by using the arranged facilities, including the main attraction, the disco.

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The name of my business is THE VENUE. The Venue is a Club for teenagers, Arabic and foreigners to come and ‘chill’ by using the arranged facilities, including the main attraction, the disco.


This business was selected because Qatar does not offer many clubs available for teenagers of an average financial background. The only discos available are at the Marriott, Ritz Carlton, Ramada, and Intercontinental, Oasis but they are too expensive for teenagers, allowing us to compete with our cheaper prices. QBC the major bowling alley are our competitors but not much of a problem because they are targeting at professional players, a different market segment from our own, hence our products will appeal to the teenagers, and our club will be able to compete effectively against QBC.

Business Objectives:

  1. The major business objective is to break even at the end of the year, and if possible to produce a profit.
  2.  To insure that the customers are provided with an efficient service, which provides them with the service they have been promised, and achieve customer and employee satisfaction.

Marketing Objectives

The market segment being targeted is, teenagers, Arabic, and foreigners within Qatar and of average financial backgrounds or higher.

  1. The main marketing objective is to create public awareness of our service, and gain market share for The Venue.
  2. Over the years, to become the number one teen club in Doha, by making brand loyalty.

Constraints

The budget for promoting The Venue is 25 000QR, which is small. Therefore we must make sure that our advertising is short and focused.

Also since the media in Qatar is undeveloped, hence very few ways to advertise are available to us.

Influences

Qatar, a Muslim country has many Islamic influences. Promotions cannot contains naked men/women or vodka, since they would be un-liked by the Muslims community.

Qatar also has many expatriates who speak English, whilst the rest speak Arabic. This is the language influence, hence we must advertise in Arabic and English medias, to reach both segments.

Media Alternatives

Possible medias to promote The Venue could be the Gulf Times newspaper, which is expensive, Dallah billboards are a good form of advertisement, at medium and practical prices. The radio although this is useless since no one tunes in, Electronic Boards are a good way to promote but quite expensive, Cable TV for foreigners and Local TV for Arabs are also possible, but in relation to the expense are impractical.

Islamic Laws

When promoting The Venue, no naked men/women or band products/services can be displayed; they’d break the censorship laws. This will affect our business since the way we promote gives an impression of the business. The Venue offers beers, which we cannot promote heavily because of the laws, hence consumers looking for beer won’t realize of the availability, therefore decreasing beer sales.

Differences in Media: Qatar vs. U.K.

The media in the U.K., compared to Qatar is much more expensive, this is because the population in the U.K. is much larger, hence a small advert would reach out to many more people in the U.K. compared to how many it would reach to in Qatar.

They’re also split days in both the countries, where Qatar is more alive after 7pm; U.K. is more active during the afternoon. Meaning that the bulk of advertising in both countries takes place at different times, the times at which the citizens are out or awake, viewing promotions on TV, or outside ones house.

Market Research

Market research is the gaining of information about customer’s demands and their needs. It’s also used to find out market trends and data on competitors, through the collection of primary and secondary research. Primary research is data gathered for a specific purpose, through direct investigation like observation and surveys. Secondary data is information that already exists like sales records and government statistics, or reports from advertising agencies.

I will get my primary research by asking a questionnaire from the public. I shall get the secondary data, from the advertising agencies, about their prices etc.

Questionnaire

  1. Which newspaper do you read, if any at all?
  • Peninsula                                6
  • Gulftimes                                4
  • Al Rayyah                        3
  • Al Wattan                                1
  • Al Sharq                                1
  • Don’t read newspapers                35
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  1. Which radio station do you listen too, if any at all?
  • QBS FM (97.5)                        2
  • Dubai FM (101.5)                4
  • Sawa FM (92.6)                        2
  • Sawt al Khaleej                        2
  • Don’t listen to radio stations        40

  1. Which Electronic Billboards do you notice most often?
  • Corniche                                15
  • Near KFC at Al Saad                10
  • Ramada junction                        25
  • Near Q-Tel at Al Saad                0
  • Near airport roundabout        0
  • Al Najaf                                0

  1. Do you watch QTV regularly?
  • Yes                        2
  • Don’t watch QTV        48

  1. What would you rate the effectiveness of flyers?
  • Boring        4
  • OK        26
  • Good        20

  1. Do you view adverts on the Internet? If ...

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