Rogers Chocolates

Executive Summary

This situation analysis evaluates The Beach Road Hotel ability to increase growth with in an facit of the Hotel that has not met predicted expectation thus far. The main issue raised is will the Resturant be able to stand on its on legs without the need to rely on other bars bringing in the business. The Beach Roadhouse experienced rapid growth in the initial 6 months which was ancipated due to the high levels of patronage the hotel usually experiences. However, over the last 5 months the growth declined and now plateued to a break even status.

NOTE; THE BEACH ROAD HOTEL DOES NOT HAVE A MARKETING PLAN OR MISSION STATEMENT IN PLACE. INFORMATION REGARDING INCOME HAS BEEN WITHELD FOR THE PRIVACY OF THE HOTEL. THE MARKETING PLAN BELOW IS ACTUAL ISSUES THE HOTEL IS EXPERIENCING WITHIN THE MARKET TODAY.

Table of contents

PART A

Introduciton

The Beach Road Hotel, Bondi is an real established business, owned by the same company Whitehouse Preperties Pty Ltd for the last 35 years. During this time, it has gone through major changes keeping in trend of its surrounding enviroment and evolving suburb, Bondi. The Hotel has managed to remainmed true to the essence of a “pub”, it has not morphed into the latest trend. The Beach Road Hotel is a big pub with a small pub feel. The Hotel consist of four bars, two restaurants, bottleshop, gaming/TAB facilities and accomodation which spans over three levels. Each bar has been designed to cater to the a particular audience in Bondi and surroundings, like having four small bars under the one roof. Each bar has its own brand and audience staff are hired based on if they would visit that particular brand site. The four bars have all been branded as; Public Bar/TAB/ Gaming Lounge is for the locals, prodominately beer drinkers. Regis is located on the second level and is a restaurant and bar that offeres cocktails and tapas appealling to the mid 20’s crowd. Rex is the band room which holds live...