Assignment on Competitive Advantages of Bar and Club in Indonesia

There are already many bars and clubs business in Indonesia; like Leon $$, fable $$, dragonfly $$, immigrant $$, etc. in order to get the competitive advantages, A Fine Bar will be concerned to get maximum customers in the Indonesian marketplace through satisfying the entertainment needs of the customers. To get maximum market share, the best prices will be decided and A Fine Bar will be in an excellent location(Kraten, 2010).

In order to create a competitive advantage, A Fine Bar will follow the principles for the businesses that operate in the hospitality industry to establish their competitive advantage as mentioned below (Buzztime.com, 2014).

The business’s unique ambiance and decor of the Bar will allow the bar to differentiateitself from the rest of the competitors. On different occasion the Bar will provide exciting offers to its customers. The Bar throughout the year will host various events which will be a bit different from current Bars that exist in Jakarta Indonesia. Through the above discussed activities the bar will differentiate itself in the market which will help the bar to increase its number of customers. In the beginning the prices of the product will be kept competitive so that customers can be attracted toward the bar.

·         Create a unique culture

A culture can be defined as the personality or characteristic of a business. A Fine Bar will create a unique culture that will be able to differentiate the bar from other competitors. For this reason, A Fine Bar will establish a “friendly and professional” culture which will be represented by the customer services and behaviors performed by all of the staff. This culture will be applied as one of the topics in training sessions. A Fine Bar will make sure that all of the staff will apply this culture in serving all the patrons every day. An important thing to be noted here is that, if all of the staff will be able to present the culture established by the company, it is a great possibility for the new company to attract the customers.

·         Manage the people

Manage the people simply means that A Fine Bar will manage the entire staff, ensuring their job satisfaction which will lead them to present their best performance for A Fine Bar. This will be done by motivating them with promotions and incentives if they will perform well in delivering excellent customer service for the patrons.

·         Operation processes

There are three structures for the bars to gain a sustainable competitive advantage which are efficiency, predictability, and also consistency. Both efficiency and consistency can be achieved by A Fine Bar throughout its regular systematic operation processes which potentially able to turn out as the main source of sustainable competitive advantage for the bar. The reason is due to both efficiency and consistency will impact the quality of predictable results of the patrons’ experience (Levine, 2010).

Marketing of  Bar and Club in Indonesia

Promotional strategies will be used for promotion A Fine Bar. A Fine Bar will select cost-effective promotional strategies in order to get advantages in customers example there will be newspaper ads, word of mouth, promotions on social media websites like Twitter, Facebook, and LinkedIn.

            In order the make business a success marketing plays a vital role. Without successful marketing strategies the business cannot become successful. The advertisement helps the business to provide information to the customers about the services which it wants to provide to the customers. The advertisement are being created in such a way that it attracts huge number of customers. For Fine Bar an attractive advertisement will be made which will help the business to attract huge number of customers. The marketing gimmicks will be used for attracting the customers and informing them about the Fine Bar.

In detail, the marketing strategy for A Fine bar describes as follow:

1.      Online advertising and social media promotions

Along with the growing living standard, modern society has been depending on the Internet for every single activity(Cassavoy, 2013). For this reason, A Fine Bar will establish online advertising and social media promotions to reach the customers. Some online marketing steps that will be done by A Fine Bar are such as:

·         Create a Facebook page

A Fine Bar will create a Facebook page and share some pictures and promotions to attract the interaction from the customers. A Facebook page will be a correct platform to promote A Fine Bar, with the fact that people are using Facebook daily, and there is no single person in this globe who does not have a Facebook account. A Fine Bar will also create some online invitations which will be posted on its Facebook page to attract the customer is visiting the bar. In addition to this, A Fine Bar will also create an official account on Twitter and LinkedIn to extend the marketing range.

·         Make A Fine Bar official website

A fine Bar will create its official website and then also signing up in the famous local directories such as Google My Business or Trip Advisor. By doing this, A Fine Bar will extend its range of marketing zone.

·         Create an official blog

A Fine Bar will also create an official blog which will be filled with promotions, events, and features provided by the bar for all of the patrons.

2.      Newspaper advertising

Besides online advertisings and social media promotions, A Fine Bar will launch newspaper advertising to reach the customers that might unable to be reached online. A Fine Bar will post some advertisements in newspapers that famous with the published news in the areas of lifestyle, entertainment, and hospitality.

3.      Word of Mouth

Even though Word of Mouth is known as a traditional marketing method, but the results delivered from this strategy have been approved to be quite fascinating for new businesses(Cassavoy, 2013). For this reason, A Fine Bar will add this method into the marketing strategy, which will start from the closest persons such as families or friends from the staff to promote the bar.

Production of  Bar and Club in Indonesia

·         Delightful snacks and beverages

·         Small cocktail lounge

·         Popular bands at night

·         Specialty bars

·         Jukebox

·         Neighborhood bar