Download Sahara is a unique business in that its various SBU`s change

Sahara is a unique business in that its SBU’s change functions during the day. It is better for us to
analyse the competition & customers through these changing functions rather than just the SBU’s.
Function
BAR
Customers Competitors
RESTAURANT
Function Customers Competitors
CLUB
Function Customers Competitors
Day Time
Lunch,
Drinks,
Coffee
Business
prof,
Women,
Students
Starbucks,
Various Pub
food outlets
Lunch
Businees
Lunch,
Women
socialising
Various
restaurants,
sefridges,
cafes
none
none
none
Early Evening
Drinks
Business
prof, After
work
drinks
City Bars
Dinner
Bussiness
meals,
couples,
Quality
Restaurants
none
none
none
Late Evening
Drinks
Profession
als,
Socialites
Relish +
lounge
Dinner
Couples,bus
Quaility
iness
Restaurants
entertaining
, Hotels
VIP
Club,
music
younger
executives,
socilites
Sugar
lounge
The above situational analysis gives us a clearer indication of our proposed strategic direction. It is
clear from our Marketing Opportunity Analysis that the city centre’s business professional segment is
both large, underserved & one that Sahara is well placed to exploit, particularly in creating adding
value to the business sector through unique, in-house business facilities. It is also apparent that,
although each of our SBU’s face competition from different areas, the venue as a whole has minimal
direct competition within the city centre. We believe this gives Sahara a distinct strategic advantage
through its unique positioning, & by encircling a number of competitor offerings Sahara has the ability
to squeeze market share.
It is vital for the differentiation of the business that not only do we serve our segment better than our
competitors do, but that the business sector know that we are different & our offer is unique. We can
achieve this through the distinctive service we offer & the ability to be positioned away from any
potential competitors. The product needs to be both interactive & individual to our segment.
THE DIGITAL OPPORTUNITY
The offering is ‘new to the world’. Our digital marketing plan will aim to build a community around the
offering. We will base the success of this on the level of two-way communication with our target
segment when not at the venue. This can be achieved through various means: Interactive two-way
dialogue through the website; utilisation of in-house technology & customer motivated mobile
communication. We propose a 3 stage process.
Stage 1: Web ads/Website – Build a high quality, interactive website – tailored to match Sahara’s
brand personality of sophistication & competence. This may easily be replicated by competitors but it
will be the integration of the business facilities and the website that is difficult to match.
Stage 2: In-house digital marketing/Database build – Wifi, office meeting facilities & online booking
will provide strategic advantage. Such a database requires a strong commitment of finances and
resources, and as such, may be off putting to competitors and provide long-term market advantage.
Stage 3: Two-way interactive marketing, utilising Web, email, & mobile communications/ Customer
driven eWOM. – This will form the most important element of the digital opportunity. The customer
will take on the role of marketer, through brand advocacy. The key to success lies in understanding
customer needs, gained through interaction. The more we know about our customers the more
personalised service they receive.
W EB AD/ Targeted
company promotions / eWOM
First exp - Enhance
perception
Utilise facilities/
Enter database
Underst anding
Cust omer
Needs
eWOM/WOM
Venue of Choice
Advocate
Pos t-purchas e evaluation
Engage in digital
interaction
The above chart shows an ideal strategic interaction between the customer & Sahara. As can be
seen, when customers’ move through different stages of engagement with the venue there is a
consistent element of eWOM/WOM communication with the venue, & perhaps more importantly with
other potential customers, thus increasing Sahara’s customer base. Our Online Value Proposition is to
develop a differential advantage over our competitors’ offerings, through superior personalised
offerings & interactive two-way digital communication.