Chapter Two Strategic Management
Amnesia Nightclub will be the premier, high-energy, themed dance and nightclub in Lebanon. The researcher expects from guests to have more fun during their leisure time. The researcher's goal is to remain a step ahead of competition through an exemplary service provision. The nightclub provides more video and electronic technology per square footage than anyone else in the region. A simple, yet unique, themed menu and atmosphere creates a sense of belonging for locals and tourists alike. The researcher focuses on attracting college students, with a student population that is high and increasing in Lebanon. The nightclub is located in Ashrafieh that already has a wide variety of colleges and universities, which helps in targeting the students more easily. However, the proposed location already has several nightclubs and bars that have been thriving for the past 3 years and thus leading to fierce competition. The proposed location for the business is on the main street. This space consolidates an 1100 square meter nightclub. Once opened, the nightclub will have the exceptional management team to guide its success. The key elements constituting the nightclub are:
Entertainment and dance based themes
Distinctive design features
Exceptional service by providing friendly service through trained personnel 5.
The Nightclub will provide several interactive style video games for additional revenue 7.
Frequent visitor program, which is not provided by anyone in Lebanon
The vision is to provide a unique and entertaining experience through exceptional service through technology based on advanced electronic systems and decent music, which gives the nightclub a reputable name. This reputable name will give the researcher the tools to increase profits and maybe the ability to expand operations to include the regional area. 2.3 Mission
The mission of the club is to create a nightclub environment that satisfies the changing tastes and expectations of our core customers; i.e. college-age women. If the women come, the men will follow. In order to achieve this goal, the researcher must constantly improve his response to the customers entertainment needs. It is not the lights; it is not the liquor; and it is not the sound. It is the people! It is the fun! Successful nightclubs require an accurate understanding of the core customers. 2.4 Hierarchy of Goals
The emergence of the entertainment industry represents a unique opportunity for a high-energy, dance-themed venue. The proposed venue provides a local solution to the lack of social atmosphere geared primarily toward the 18-35 age groups. The main objectives of the development of this new venue are: •
Capitalize on excellent location.
To launch the venue with a highly publicized grand opening event in the summer of 2009 •
To maintain tight control of costs, operations, and cash flow through diligent management and automated computer control. •
To maintain a food cost below 33% of food revenue.
To maintain a total beverage cost below 25% of beverage revenue. •
To exceed $3 million in annual sales by the third year of plan implementation The keys to success in achieving our goals are:
Provide exceptional service that leaves an impression.
Consistent entertainment atmosphere and product quality
Managing internal finances and cash flow to enable upward capital growth •
Strict control of all costs, at all times, without exception. 2.5 Hierarchy of Strategies
The researcher cannot just market and sell another nightclub; the researcher must actually deliver on the promise of quality, service and a unique guest experience. The researcher needs to make sure that he have the fun and service intensive staff that he claim to have. To be able to achieve that, the implementation of several strategies is crucial •
In order to place emphasis on exceptional service,...
Please join StudyMode to read the full document