Saloon management Case Study Example | Topics and Well Written Essays - 3250 words

Saloon management - Case Study Example Marketing has also been defined as the process of "planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create relationships which satisfy consumer and business objectives" (Boone, 2008, p.7). This recognises marketing as a rather complex series of activities which ultimately decide the entire direction which an organisation takes in order to become profitable or ensure high sales volumes of their products. For example, the saloon will need to consider how best to price the musical events in a way that is competitive with other companies offering nightly musical acts as well as satisfying what consumers would actually be willing to pay for these events. Creating relationships is another key factor of marketing which should be explored, especially for a saloon owner/manager because the business will rely on a great deal of return customers in order to be successful. Therefore, as part of marketing, the business leaders should consider the attitude of staff who tend bar or serve clients as part of the wait staff, as this is part of quality customer service which will determine whether many customers feel that the saloon gives them a good experience. With all of the above having been said, marketing is a complicated process which involves budgeting, people management, having a focus toward satisfying both the business goals and the consumer goals, and also ensuring that a quality product or service is delivered to the best of the business' ability. Marketing considers how best to get the product to the right customer markets and what type of message should be associated with product in order to build awareness and interest; and perhaps even long-term product loyalty if successful. Marketing and the Organisation Marketing within the saloon consists of first understanding what customers in the local region would actually be looking for when deciding on entertainment locations. Murphy's Saloon will provide regular live musical group entertainment, a small-scale restaurant environment with a limited menu, alcoholic beverages, and certain tournaments such as billiards. However, in relation to organisation, the saloon must consider certain budget issues and determine how much money the owner really maintains (capital) prior to laying out a marketing strategy. Costs, from the organisational perspective, are significant considerations as they will decide how much of the business' profit should be applied to promotion and advertisement and how much the saloon owner can actually afford. This is why having a solid marketing strategy is so vital because it recognises projected costs of marketing as well as the actual costs of historical marketing in order to give a better picture of financial capabili ties and how to use different mediums in order to get messages across to potential customers about the saloon and its activities. Two marketing professionals flatly offer that product is "the single