My Business Studies assignment is to create a small scale Marketing Campaign for a new retail Business that I will be opening a Snooker Club to be called Club Snooker 147. Club Snooker 147

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BUSINESS STUDIES COURSEWORK – CLUB SNOOKER 147


My Business Studies assignment is to create a small scale Marketing Campaign for a new retail Business that I will be opening a Snooker Club to be called Club Snooker 147. Club Snooker 147 will allow customers to play Snooker and Pool at reasonable prices that will give customers value for their money. I also intend to have a small shop on site where I will sell Snooker equipment and Memorabilia. I will also sell Snooker Tables that customers will be able to order via the clubs website or by phone.  

My fundamental approach is to be market orientated. Therefore as part of by Business Plan there will be a fundamental program of research. On the basis of my research I will adjust my Marketing Campaign to get to the largest possible consumer market that will become potential customers.

Due to the fact that there are already many snooker clubs in the areas around the City Centre. I will be situating my business in Small Heath on the busy Coventry Road away from any major competition and where Club Snooker 147 will be the only club with the facilities shown above. From my local knowledge I know there is a nieche in the local area for a Snooker Club. The nearest Snooker Club is also over a mile away so I have a large potential market. The area where my business will be also has many other big shops ad retailers such as ASDA, Morrisons and Big Woolworths. Originally I will arrange a short term lease of the premises to observe how my business prospers.        

To make my business successful I am considering to :

  • Provide customers with private rooms where Music can be played along with the television so they can entertain themselves and their associates.
  • Provide customers with private tuition so they can learn how to play the game and then continue coming to play at the club.

These facilities will achieve Market Differentiation for my product as other clubs do not have these facilities. However my market research will provide me with useful primary information from which I will be able to tell if these facilities make my business successful. Here is a map showing the location of my Business.

     

In this assignment I aim to develop a marketing campaign for a snooker club. For me to create an effective and successful marketing campaign I will need to conduct some market research in order to discover potential customers and what products they want.

There are many different methods of market research I will need to take into consideration when devising my strategy. I will look at field and desk research to find out who to market to. I will use a questionnaire and an interview with local competition as my field research and things such as textbooks and the Internet as my desk research. I will analyze the questionnaire research findings using pie charts with explanations to find the typical customer. After this I will develop a marketing mix based on the market research findings. I will have headings with the 4 p's (product, price, promotion and place) and under these headings I will explain how I will create a marketing campaign using the relevant 'p'.

When I have developed the marketing mix, I will summarise my marketing campaign by saying who my customers are, what products they want, what pricing and promotional strategies I feel are best suited to my business and also the medium I should promote the business through. Overall, I am going to do market research to develop a marketing campaign, I will then do it and finally I will say what I have done and produce my results and the marketing campaign.

AN INTRODUCTION TO

Market research will provide my business with information about the four key elements of the marketing mix. The importance of market research is that it can tell me if there is a demand for the product. If the customers will use the extras such as the Snooker Memorabilia Shop. Also at what price the customers will get good value for money on the price they are prepared to pay. I will also find out what the best way is to advertise and promote my product so that potential customers are aware that it exists. I will also be able to find out what segment or segments of the market I will be targeting with my marketing campaign.

There are two main kinds of market research that I will be using:                        

Primary (Field) Research:                                                                                                                                                                                              This is the research that I will do myself. It will allow me to get new information and customer views on products. It will provide me with up to date, relevant and specific data related to your product. The data will also be reliable. The disadvantages of doing Primary Research are that it will be expensive and take a great amount of time because it needs a large sample size to be accurate. It involves things such as questionnaires, telephone surveys, product testing and working with consumer groups.                                                                                                                I will be suing a questionnaire and also be interviewing the owner of another Local Snooker Club to get information with which to create my final Marketing Campaign.

 Secondary (Desk) Research:                                                                                                                                                                                                   This is when I will look at other people’s research. It is useful to look at the whole market and analyse past trends to predict the future. The data is quite easy to find and instantly available. Secondary Research is cheaper than Field Research. The disadvantages are that it may not be relevant to my needs. It may not be specifically about my products and will most likely be out of date. It involves looking at Market Research Reports, Government publications and Newspaper & Magazine Articles.                                                                                                       The desk Research I will be using is the internet and newspaper & magazine articles which should give me some idea of prices in other snooker clubs and promotional methods that I could use.

Overall, I will be conducting some field research with the use of a questionnaire and an interview with local competition. I will conduct desk research by using the Internet and newspapers & magazines. Using these, I will hopefully develop a well organized and successful marketing campaign.

MARKET RESEARCH

I am going to conduct some Market Research by creating a Market Research Questionnaire. I will be using the questionnaire in the Small Heath, Bordesley Green and Yardley areas because these are the areas that cover the main amount of my potential customers. The questionnaire should give me useful and reliable answers that will help me draw up my Marketing Campaign.

I will conduct my Market Research Questionnaire to firstly find out which segment of the market my research needs to be targeted at. I am going to use the research to find out what the average snooker customer needs, what products they require at a price that will give them value for money and what techniques to use to promote my business. My Market Research Questionnaire will be presented to 30 people that will give me a concise and reliable set of results that I can analyze. My Questionnaire will contain closed questions that will give me straightforward answers. This will help to produce easily-processed graphs when I analyze my data.

This is what the questionnaire will look like.

THE RESULTS OF THE

Using this chart I can see that most of my customers will be in the 20 to 40 age range which means that they will be the ones mostly attending the snooker club. This means that I should attract and promote my product to people who are in this age range so I will have to make The Club and any promotional material look good, formal and attractive. Most people within this age range would not attend the club if it is loud noisy so the club will have to be peaceful and quiet. I will not have loud music but for people who would like their to be entertainment, I will create a separate Lounge area with Music, Television, etc. These features will help me when promoting my business because they will be easy to put across nicely and stylishly in leaflet. I can see from this char that leaflets would be one of the best ways to promote my business because most people within the age range of 30 to 40 are homeowners so I could quite easily and cheaply inform them about the club.

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                Using this chart I can see that most of         my customers will be living in the same         area as the club which is Small Heath.         So it is most likely that they will be         walking to the club. This means that         there must be a place for people to cross         the road because it is a very busy main         road. Some customers who live a little         far may like to come on bus and there is         a bus stop just a few seconds walk from the location of the club. However there are also some people who live ...

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