- Identifying your market, maximising your sales
Lesson 9: Sales and Marketing Lesson Overview - 9.1 Introduction
- 9.2 The changing marketplace for bars
- 9.3 Marketing opportunities and strategies
- 9.4 Positioning for competitive advantage
- 9.5 The mix for your marketing strategy
- 9.6 Sales in the bar
- 9.7 Food costing
- 9.8 Control and calculations of costs to achieve profit margins
- 9.9 The mystery shopper
- 9.10 Loyalty schemes
- 9.11 Social media
- 9.12 QR codes for marketing
- Conclusion
- References
Lesson 9: Sales and Marketing Aims and Learning Outcomes of the Lesson - On completion of this lesson the learner will be
- expected to be able to;
- Describe the external and internal factors influencing the success of a bar operation
- Apply management tools and marketing strategies to influence consumer behaviour
- Demonstrate the formulas and pricing policies used in bars to control costs and to generate profits
- Adopt sales skills and personnel projection techniques to increase sales in the bar
- Use the appropriate techniques and diagnostic methods for monitoring customer satisfaction in bars.
Lesson 9: Sales and Marketing 9.1 Introduction - Marketing and sales are critical components of running a bar business,
- A lot of bars use ineffective and inefficient marketing and sales strategies.
- Successful marketing and sales programmes grow organically and evolve with your customer’s demands.
- Marketing strategies are commonly associated with endeavors such as branding, selling, advertising and many other functions.
Lesson 9: Sales and Marketing 9.2 The Changing Marketplace for Bars - Changes (externally) which can affect a bar’s operation include;
- Political: government legislation, change in taxation structures, specific government taxes (VAT, local charges)
- Economic: rising costs of labour, fuel, rates and insurance, sales instability, disposable income changes, credit facilities, high interest rates, access to finance
- Demographic, social: changes in population distribution, socio-economic groupings, and growth in ethnic minorities, food fashions, family composition, and mobility of the market
- Technical: mechanization for food service and production, product developments and innovations, advances in technology.
- Changes (internally) which can affect a bar operation include;
- Products: wastage and bad portioning control, low standard yields, perish ability of food, recipes and portion sizes to be reviewed, pilferage problems
- Staff: employees shortages, absenteeism, illness, use of part-time staff, poor supervision, lack of job descriptions and proper on the job training needed
- Financial controls: correct pricing systems, stores and cash control and collection, high frequency of low average spend transactions.
- Dramatic changes in the marketplace are creating many marketing opportunities and challenges for bars.
- Major marketing developments can be summed up in single theme; connections.
- Huge growth in connecting technologies (social networks, IPhones, lap top computers, telecommunications and information technologies) has created exciting new ways for bars to learn about and serve consumers in large groups or one-to-one.
- Bar owners are redefining how they connect with their customers, locally and internationally.
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