The target customers are bowling leaguers, senior citizens, and youths.
Rockin' Roll's competitive edge will be based on two factors, experience and reputation:
Marketing in a bowling business depends on reputation for quality bowling facilities and entertainment. It starts with Pelvis' known contacts in the bowling industry, and continues with long-term efforts to develop reputation in local communities.
Rockin' Roll will develop and maintain a database of people in the bowling leagues. The database starts with the contacts we bring in with our first nine game bowling league tournament. From there we add inquiries and participants, and bowling league newsletters. Rockin' Roll will use the database to make regular contact with mailings for additional bowling league tournaments, possibly group studies and market research reports.
Organizing the nine game league tournaments will form the cornerstone of Rockin' Roll's sales strategy, advertising the senior citizen discounts and the games will broaden the market to customers outside traditional bowling market. The bowling league organizer will be paid part-time to contact local workplaces, clubs, and bowlers to participate in the nine game league tournament. Participants in the tournament will be rewarded with trophies for the first three teams and the champion will receive a cash prize equal to half of all the entry fees. The bowling league organizer will maintain a database of contact information and sales data about regular bowling leaguers to optimize services to our target customers during league hours. Reduced prices will be offered to senior citizens on a daily basis between certain low-volume hours and on certain food and drink items all day long. Advertisements to teenagers will be placed in local college and weekly papers, highlighting their favorite video games, their favorite tunes on the jukebox, and the Saturday morning teenager tournaments.
The first month will be spent setting up the bowling alley, the gaming room, the restaurant and lounge. This will include building the bowling lanes setting up the pins and connecting the scoring terminals. During the first four months Pelvis will recruit bowling leaguers for his first nine game bowling league tournament and begin advertising in local papers for the opening and senior discounts.
By month four, Rockin' Roll Bowling Lanes will be servicing actual customers and hosting bowling leagues.
What the table doesn't show is the commitment behind it. Our business plan includes complete provisions for plan-vs.-actual analysis, and we will hold monthly follow-up meetings to discuss the variance and course corrections.
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