A
REPORT
ON
PHOENIX IN BBSR
PRESENTED BY:
SUBODHA CHOUDHURY(11KB008)
SATYABRATA PRADHAN(11KB009)
KRUPAJAL BUSINESS SCHOOL
BATCH.NO:-2011-13

Executive Summary:
� The night club will be located one block away from the main
campus.
� The area already has three bars that have been thriving for the past
10 years.
� Each establishment has long lines waiting for entry each weekend.
� Recently, commercial space has become available next to the
campus when two adjacent business relocated.
� The Spot will consolidate this space into a 5,000 square foot night
club.
� The location is on the main street most often used by students.

COMPANY ANALYSIS:
GOALS:
� Providing exceptional service to patrons on a consistent
basis makes a positive lasting impression that creates repeat--
and increased--business.
� Providing guests with quality foods, beverages and
entertainment atmosphere. An effective way to estimate fair,
profitable pricing and favourable offerings is to research our
demographic.
� Provide a safe environment possible to avoid incidents of theft,
violence, injury or fatalities within the establishment.

FOCUS:
� provide better quality of food & beverages.
� aiming on every class of people.
� To maintain good relationship with customers.
MISSION:
� The mission of the Spot 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.
VISSION:
� Provide exceptional service that leaves an impression with our
core customers.
� Consistent entertainment atmosphere and product quality.

CUSTOMER ANALYSIS:
� Number:- Around 75 to 100
� Types :- Couples, stags.
� Value driver:- For couples this is Rs1000, for stags it is
Rs500.
� Concentration of customer base for particular product:-
A larger ladies room area- we will add additional square
footage to this part of the venue including a couch, TV, music.
Music- This is a critical one. We will hire DJs who have the
best satisfaction rate with the customers.

SWOT ANALYSIS:-
Strengths:
� Transportation- we will be providing shuttles for students or
those who do not have a way to get to our establishment.
� Location- will be in a location that has very few competitors
and a lot of young, college students ready to party.
� Appearance- will be attractive and classy; setting it apart from
other venues.
� Drinks/ Service- there will be a large variety of alcohol and
refreshments for our customers to choose from. We will also
be providing excellent customer service.

Weakness:
� Finances- since we are a new business we will have it rough
financially for the first few months. This is due to all of the
payments we will be making to establish BBSR Night Club.
� Our nightclub has little market presence or reputation.
� We have a small staff, with a shallow skills base in many areas.
� Our cash flow will be unreliable in the early stages.

Opportunity:
� Local Artists- will have chances to perform at our club. By
inviting local artists into our business we will save money on
hiring big time artists for entertainment. This is an opportunity
for the performer as well as a money saving opportunity for us.
� Celebrity promotions and appearances- by having celebrities
in our club we will attract more people.
� Our business sector is expanding, with many future
opportunities for success.

Threats:
� Complaints- people complaining about thing wrong in our
club will deter others from coming to our establishment over
another club.
� Competitors- competition is always a threat because they may
come up with clever ways on how to bring in more customers.
� Liabilities- if there were to be an accident to occur on our
property we could possibly be sued and shut down.

PEST ANALYSIS
� Political Factors:
Political factors deal with the degree to which the government
influences and controls businesses. For a nightclub, the most
important factors will be to provide safe environment. A
nightclub will be affected by factors that affect other businesses
as well, such as tax rates and labour laws.
� Economic Factors:
Economic factors are extremely important to a nightclub. This
is because nightclubs are a luxury, not a necessity; people
must have the disposable income to spend at pub. Economic
growth is, therefore, extremely important for nightclub. A
nightclub will also be affected by the economic factors that
affect most businesses such as the cost of capital and inflation

� Social Factors
The social factors of a market will have a huge impact on a
business.
◦ For example, in a very health-conscious market, a nightclub
should offer quality beverages. Another important social
factor is the attitude that people have toward nightclub; a
nightclub stands a much better chance in a market where
people prefer to eat out than in one in which people prefer to
stay at home.
� Technological Factors
In general, the nightclub is a low-technology industry. If
there are strong technological demands in a market, this may
make it difficult to enter the market.
◦ In the nightclub industry, specialized equipment is the
largest technological factor. For example, the lighting
systems & higher quality of music system.

Market Segmentation
� Young Professionals We appeal to single adults and young
Professionals--
couples seeking to interact through the social arts and
socializing.
� Young professional customers will range in age from 21 to 41.
� The venue will appeal to this category by switching the tempo
and entertainment to be more appealing to adults as it gets later
into the evening.
� A new 120-unit residential building is under construction
directly across the street from the venue, expected to open in
Summer 2004.
� Additional housing developments are undergoing construction
throughout the downtown vicinity.
� This increased population will provide greater foot traffic in the
area.

CONT...
� College Students
Students--By creating an
environment that is appealing to college
students, we secure a natural progression
between the high school student and the
young professional.
� The venue is in close proximity to IIPM
College, UTKAL UNIVERSITY and
PANTALOON,BIGBAZAR,RAM TEMPLE.

CONT..
� Senior Citizens
Citizens--10% of the Santa Cruz
County population is represented by senior
citizens.
� Music events, swing dancing, and course
offerings will be scheduled during the early
afternoon hours, appealing to the senior
citizen population.

� The following chart and table outline the
target market segments for the venue,
including annual growth projections, which
we estimate at 2%.
� We conservatively estimate our target
population at 200,000 people.
� Our sales projections are based on a
percentage of this target population.

PROMOTION
� Advertising:
The days of simply printing up flyers, spending money on
radio, and placing ads in newspapers and magazines to draw a
crowd are over.
� Promotional programs:
We see a lot of bar and nightclub promotions come across our
desks, and we know that while proper planning and clear
communication are vital to any program’s success, creativity
is what draws a crowd, sells drinks and grows overall sales for
any venue.