CASE STUDY 4

Reflection #1

            The Strategic Group is a full-service marketing company. Besides that the company also offers promotions and special events having been founded by Jason Strauss and Noah Tepperberg, ex-club promoters. Jason Strauss and Noah Tepperberg entered the industry as early as 1999 where they opened a club referred to as “Conscience Point” after which they opened another one called “Studio 16.” Having had a short success, Jason Strauss and Noah Tepperberg sought to have another venue opened. That venue was opened with the help of both ventures and investors back in 2003. Jason Strauss and Noah Tepperberg were advantageous in that they could easily plan and design their new venue from a previously truck garage. 

            Jason Strauss and Noah Tepperberg had a prior connection and detailed knowledge from their many years of experience which played a very big part in helping create an atmosphere where they knew that it was going to have a very great response from their clients’ base. Soon after Marquee was opened, people started flocking in, and the club was christened as the “hottest club, ” and it received instant success. However, it is ten years since the two opened the club and Jason Strauss and Noah Tepperberg are making a decision of whether it is about time that they venture into something else.

            Jason Strauss and Noah Tepperberg otherwise referred to as the Strategic Group are the brain behind the brand image of the club Marquee that has gone on attracting a lot of people among which include models, socialite, and celebrities. The two are a success in business, and their main strategy that has seen them succeed was an association with the elite and also the image and the atmosphere they created and cultivated for themselves over a very long time. Customer relationship manager can be quoted as a very important factor that has made Marquee seem unlike the rest of the clubs.

            Marquee attracts a very diverse crowd of people and has very different types of clients compared to other clubs. There are jet-setters who frequently travel to a regular and who come every week and spend more than an average of $600 for every table. For everyone traveling frequently but would like at some stage to experience some nightlife provided at Marquee, the Strategic Group are ready to ensure that these clients are going to experience in one of property associated with them. The case describes regulars to be the most welcomed because they are very loyal to the club. Their loyalty sees them treated with special care such as ensuring that their tables are placed in the way they want and that they have special services such as storing a leftover bottle for them when they next visit the club.

            The club has been immensely promoted which is a very good strategy that has contributed to their success. Promoters have helped the club very much. Therefore, the club has become filled a diverse crowd of people, and in the process, they have helped maintain the atmosphere needed for the club and success of the club. Would there not be such promotion as “Marquee Red Card” it is probably that the club would not have been at the level it has gone on. Through this plan, the entrance to the club has become very easy which is good news.   

Reflection #2

            Jason Strauss and Noah Tepperberg opened their first club, Conscience Point, in 1999 and only operated in summer. The two entrepreneurs have gone on opening other clubs such as Luahn while still operating Conscience Point but later sold it and formed Strategic Group which operated as well promoted Suite 16 through the year 2004. Marquee was opened in the year 2003. The two, Jason Strauss and Noah Tepperberg, also partnered in opening Tao and LAVO in Las Vegas among others such as TAO in Miami. The Strategic Group, having been formed only in 2001 aimed at serving companies and its primary strength was nightlife marketing.

            Marquee has gone on to becoming a very successful nightclub in New York, and it is at the moment where it is celebrating its fifth anniversary. The case notes that the average lifespan for a club in New York is 18 months. However, Marquee has surpassed that by far, and that is something that needs to be celebrated. Although there is so much that the club should celebrate, costs have been on rising, net income from the club has gone down and the owners, Jason Strauss and Noah Tepperberg, has several questions in their mind. Among the questions in the owners’ mind are:

a)      Should we continue as the situation is at the moment or keep doing business?

b)      Should we take the team that has been formed and look for a new place and a new challenge?

c)      Should we put the club up for sale and take an offer with the best price?

            What are the facts from the above questions from the owners? While analyzing the situation, there is segmentation and targeting which include bottle customers, celebrities, professionals, and socialites among others. There is also total value propositioning whose core benefit is entertaining peoples’ desires to learn status as well as enjoyable experience at a trendy nightclub such as Marquee. At the same time, they could set themselves apart with quality catering desires for the consumers visiting the club, create recurring customers, and stay connected to the society’s trends and people.

    The most critical issue here is whether Jason Strauss and Noah Tepperberg need to keep Marquee opened or entirely close it and ensure that they focus on other investments where they could easily reap more benefits. In the end, the decision is dropping Marquee and pursuing opportunities from which they will be able to profit more. Some of the marketing strategy areas involved in this case is promotion strategy, target market, and positioning amid stiff competition in New York. Though they would have wanted to close the club and venture into more profitable businesses, Jason Strauss and Noah Tepperberg came up with a new strategy for marketing the club amid stiff competition. Close to more than ten years in business, Marquee has grown out of trend and has continued to live up to their fame as one of the hottest clubs in New York. To say the least, there would not have been a success without the analysis and the experience Jason Strauss, and Noah Tepperberg brought into the business. All of Marquee’s top competitors have closed, and while Marquee has continued to operate, it shows that Jason Strauss and Noah Tepperberg are doing something right.

Sherry Roberts is the author of this paper. A senior editor at MeldaResearch.Com in best custom research papers if you need a similar paper you can place your order from nursing paper writing service.