Case Studay 2 pages due in 3 hours.

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I. Problem definition

A: pool hall modern, two miles from campus.

B: pool hall considered to be a local “hangout”

C: Todd’s pool hall

Todd Ltd is a small but successful business in the small town of Westport. Todd owns a restaurant; pool hall, and bowling lanes.Both bowling lanes and restaurant performance successfully, except pool hall, the pool hall really makes Todd disappointed, because after several weeks the business steadily dropped off and at present only one or two tables are usually in use. As we can see in this case Todd’s pool hall didn’t operate its business as she hopes. Some problems exist in this case.

1. Competitiveness: there were two “poolrooms” in Westport before Todd set up her pool hall, so there will be a competition between three pool halls. And one of the pool halls is consider being a local “hangout”, which means it has loyal customerto its pool hall. B’s customer is young people because its atmosphere, so C is lack of competition.

2. Target market:A, B’s target method is different and A aimed with different group of people. B’s target method aims to young blood using modern atmosphere. But Todd’s pool hall (C), don’t have a specific target market to attract customer, C’s advantage is distance and atmosphere but C’s didn’t have a specific and right operation method to make it attractive.

3. Communication: the advertising of C is singleness and old fashioned, just use local radio to publicity her pool hall. Lack of advertisement. C didn’t make any appeal and trigger to customer.

4. Customer source: When Todd establishes the pool hall. C doesn’t have enough customer sources to support its business, C get only marginally profit.

II. Generate alternate solution

Advertising:

1. Advertising Todd’s pool hall on face bookto let more people know we have a new pool hall.

2. Use Instagram to advertising post pictures of Todd’s pool hall and let people know more about Todd’s pool hall.

3. Put print advertisement and put it on school comment board and whiteboard.

4. When people dinning in Todd’s restaurant, when they pay the bill give the print advertisement to customer and make a short introduction about it.

5. Make co-operate with school activities, provide place for school activities.

6. Invest in school club activities, provide snacks and place for school club’s student.

Promotion and Competition

7. Finding some new supplierswhich can provide lower price.

8. Coupon, by giving out coupon to appeal more people to come to Todd’s pool hall.

9. Set up “happy hour”, at a specific time, customers only have to pay one third of fees to play pool hall.

10. When people having meal in Todd’s restaurant, you can get discount for Todd’s pool hall.

11. When playing pools at Todd’s pool hall, consumer at a grand total price can win a chance to have dinner in Todd’s restaurant for free.

12. Provide membership card for 1 year, half year and 3 month, and discount card.

13. Create a match of play pools and win the mystery prize.

14. Playing pools at work day at 10:00 am To 4:00 pm only have to pay half of the price.

15. Provide free drinks when play pools on Tuesday and Thursday can get one free drinks and one free snacks.

16. Provide pools training to improve your skills only to pay 1.5 of the regular price.

17. Provide professional pool arm to buy and private place to put your pool arm, and professional table for pools fancier.

18. Open a drink bars for people to have a drink.

19. In one corner of the room we have a punching bag machine (drop in a loonie, see how hard you can hit the bag), and football table.

20. In the hall adjacent to the hall leading to the washroom, you'll find a row of seating if you want to get away from the noise.

Communication

21. Set some TV. You can watch TV (usually sports), chat, and relax. We provide board games which you can borrow and play (no fee, as long as you order a drink).

22. For music, we have a jukebox; otherwise a pre-set playlist will play throughout the drinkbar.

23. Matching corresponding pictures on menu

24. Improving service attitude and quality.

25. Acquiring feedback from consumers by satisfaction survey

26. Developing website

Target market

27. Target university student and townspeople as target market.

IV. Evaluation

Solutions	Rating Scale (1~10) low to high	Pros	Cons
1. Advertising Todd’s pool hall on face book.	9	1. It is a cheaper and effective advertising. 2. Students use Facebook more often; it lets more university students know we have a new pool hall.	1. Some old people are not use Facebook at their daily time, they might lose some target customers at this moment.
2. Using Instagram to advertising	9	1. Low cost same with the Facebook advertising. 2. Young people,（university student）use it definitely.	1. losing some customers are not using instagram. 1. only by pictures on Instagram sharing, it might not enough information on there.
3. Printing the copy of advertisement and put it in school’s comment board and whiteboard.	7.3	1. Lets more students know that we have new pool hall directly, and shows them we have activities as well.	1. The comment board is not that popular as the passed. Some students will not see what shows on there. 2. The university might not allow that advertising stuffs.
4. Shows the advertising copy to their customers in restaurant	7.0	1. Their restaurant customers can be the potential customers for the pool hall.	1. It has the risk to lose our loyal customers in restaurant, because some people do not like this ways of advertising.
5. Make co-operation with school activities.	9.9	1. Building the good relationship with school. ( to reduce the risk form 3) 2. More costumers are coming.	1. Todd should organize their timetable smoothly.
6. Invests in school club activities. And provides snacks and place for school club’s people.	6	1. Increases the volume for customers.	1. The costs tend to be increased as well.
7. Find some new suppliers who can give them lower price.	10	1. Reduces the cost successful.
8. Coupon	10	1. Attracting people to the pool hall. 2. Increases the volume of customers.	1. Profits might decreased.
9. Set up “happy hour”	10	1. Attractive for customers 2. Earn profits in idle time	1. Less profits but more people coming.
10. Discounts for restaurant customers	10	1. Attract more costumers 2. Keep returned customers 3.Good recommendation	1. Need training
11. Acquiring feedback from consumers by satisfaction survey	8.5	1. Improve service 2. Improve quality 3. Enhance communication between the restaurant and costumers	1. Some costumers may feel obnoxious 2. May get wrong feedback