Team Project Proposal

“In the Zone!” Sports Bar & Games

Executive Summary

Business and Description and Mission 

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In the Zone! Sports Bar & Games is a restaurant who will serve unique dishes based on ethnical Indian and Mexican recipes that will differentiate us against the competition. Additionally, we will offer our customer all types of beverages, liquors and cocktails including craft beer and Mexican traditional and artisanal mezcal.

We will focus in friendly and professional service, providing our customers with different and distinctive ways of entertainment, including TV screens for watching live sports events and a recreation area where the clients can gather with friends and family to have a relaxing and fun time. All of these surrounding a sports theme atmosphere and comfortable environment that will make In the Zone Sports Bar & Games, a exceptional experience for our customers.

Business Location and Target Market

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The business will be located in Kerrisdale, a neighborhood in the South-West side of Vancouver City in British Columbia, Canada. The neighborhood is considered a wealthy zone with different types of shopping business and schools.  

In the Zone! Sports & Bar will target their marketing efforts to men and women between 21 and 35 years old. According to the 2011 Census, Kerrisdale have a population of 14,735, in which 22% of them are between the ages of 20 to 39 years old. ⁱ

Business Analysis

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As a new business we will approach a low price strategy for the introduction phase, calculating a $20 CAD per visit per client. Considering our assumptions in fixed and variable cost, the sales and other expenses, the business will have to sell approximately $42,900 CAD per month to cover total cost. Above that amount of sales the business will have profit. The investor considered this numbers a positive scenario and we are confident that will can deliver profit within the first 6 months.

Table of Contents

Chapter No.  Content  Page No.

1. Marketing Environment  4-5
2. Company Mission Statement  5
3. Internal & External Analysis  5-7
4. Competitive Analysis  7-8
5. Target Market  8-9
6. Marketing Objectives & Issues  9-10
7. Marketing Research  11
8. Product / Service Strategy  12-13
9. Pricing Strategy  14-15
10. Distribution Strategy  15-16
11. Promotion Strategy  16-17
12. Business Analysis  17-18
13. Implementation Plan  19
14. Appendix  20-21

Appendix A. Business Analysis  20-21

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15. End Notes  22-23
16. Bibliography  23-24

1. Marketing Environment

‘In the Zone’ Micro environment^{: These are the certain} factors close to the sports bar that affect the ability to its customers, employee development, supplier relationship competitors, and customers.

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We will focus on maintaining the overall development of our employees through which we will continually innovate and advance our operations. In the Zone! sports bar will aim to develop a strong, long lasting relationship with our food and beverage suppliers. As it stands right now,

“Persia foods -ethnic market” is our ideal business partner to provide our food orders for a couple of reasons i.e. it is locally owned and operated at Marine Drive west of Vancouver which is nearby our location. It is a well-established company with a good history of providing top quality food at fair prices moreover, they are well known for their quick and convenient delivery service.ⁱⁱ

There are two competitors near our area that is Café Ca VA and Chez Michel Restaurant. To compete with these both competitors we will provide low price per visit to meet the requirements of our customers also we will provide facilities to our consumers up to late night which is an attractive point for age group 21-35 because most of them are working people.ⁱⁱⁱ

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• Market Analysis

The total population of Greater Vancouver is 2.56 million out of which approximately 79.88% of the population are sports lover that means this great % of the population can be the potential customer of ‘In the Zone sports bar’.^iv

According to the 2011 Census, Kerrisdale have a population of 14,735, in which 22% of them are between the ages of 20 to 39 years old. ^v

• Market Conditions

There is a high demand for a sports bar in the Kerrisdale area and we want to gain advantage from this upcoming opportunity. There are no similar sports bars nearby this location. Majority of the population living in this area are passionate about sports, but no one provides them a level of services or entertainment which customers of this area expect we are hoping to meet for them through building up of strong connections with our customers not just as members but as

individuals.^vi

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2. Company Mission Statement

“In the Zone! Sports Bar & Games provide such a fun and comfortable experience to our customers that they feel as they are in their own living room relaxing and enjoying a game with some friends.”

To uplift, In the zone! Sports Bar & Games to be the premier sports theme restaurant in the Kerrisdale area. Our goal is to be a step ahead of the competition. We want our customers to have more fun during their leisure time. We provide more televisions with more sporting events than anywhere else in the region. We provide state-of-the-art table-top audio control at each table, so the customer can experience their favourite games without any background interruption. We combine menu selection, atmosphere, complexion, and service to create a sense of “place” in order to reach our goal of over-all value in a dining and entertainment experience.

3. Internal & External Analysis. SWOT analysis

Strengths:

• Location. We are going to be located in South-West Vancouver area that, based on our research, has few options for the people who like sports and like to go for a drink with their friends.
• Providing more facilities. Our Sports Bar is will provide different food, drinks, and entertainment options.
• Focused on quality. Our food, drink, and service will adhere to the highest standards to fulfill the clients need and wants.
• The loyalty of the customers. For our regular customer, we will provide special offers and strategies in order to keep them happy.
• Variety of food products. The kitchen innovation is going to be our principal differentiator, with special dishes and recipes for the customers.

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Weaknesses:

• Little market reputation. As a new business, we will have to make our own and new positioning to the customer and it may take some time.
• Lack of funds. We a new-starters, we might run off funds, that is why we will look for a sponsor to join our business.
• Low brand awareness. The company has to start from zero to build up a positive brand awareness among the people.

Opportunities:

• Changes in legal rules. This can be related to decreasing in property tax and interests.
• Local government encourage local businesses so that there will be less importing of goods and hence transportation expense can be reduced.
• Competitors may not be able to adopt new technology like television of High definition modulation and so many new kinds of food products.
• Economic situation can be better, for example, personal income and property value can be high.

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Threats:

• Large competitors may destroy our achieved market position. As probably they have more money and can set up a better ambience and infrastructure
• Political or legal actions. Rules and regulations of the country that influences paying bills, arranging credits and purchasing required materials.
• Labour or supplier’s strikes as they may want increments in their wages, number of working hours.

As a result of the analysis, we probably decide to be expertise in fast response, good value service to local businesses and local authorities. We would be able to set up an advertising publication, promotions and can set up advertising budget.^vii

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4. Competitive Analysis

There are two competitors near our area, are Café Ca VA and Chez Michel Restaurant. These both places are famous at their point. But we will differentiate our sports bar with some additional services. We are going to offer more services to meet the requirements and expectations of the customers. ^viii

Our target is on the age group 21-35 and we are also providing low price to meet the wants and need of the clients.