Excalibur is faced with the exciting opportunity of being the first-mover in the restaurant sport bar market. The consistent popularity of female achievements, combined with the growing interest in female sports, has been proven to be a winning concept in other markets and will produce the same results in Atlanta.
We see Excalibur as appealing to three major market segments. Fortunately, the long, late night hours of operation will help Excalibur lend itself to multiple segment appeal. Our market segmentation scheme allows some room for estimates and nonspecific definitions.
1.College Students--By creating an environment that is appealing to college students, we secure a natural progression between the student and the young professional. Through word of mouth, Excalibur expects an increase of five percent annually from this segment.
2. Tourists and Business Travelers--More and more business and travelers and tourists are finding themselves in Atlanta every year as is made evident by the increased demand and subsequent expansion of the local airport.
We plan to reach these people through direct marketing to local hotel patrons. We anticipate a 20% annual growth rate in this segment. As our relationships grow with the local hotels, so too will the word of mouth recommendations from the hotel staff as well as the patronizing of our sports bar by their families and friends. Our future plan is to publish a simple website in order to create awareness to any traveler who wants to take an advanced look at the club before their visit.
3. Young Professionals--Due to our proximity to the downtown and midtown area, we must appeal to female adults. Whether it is a group of friends out to see a movie together or a woman who want to just go out and relax, these people need a place...