Marquee Case Analysis

Case Study Analysis

Marquee: The Business of Nightlife

INTRODUCTION

The Strategic Group, is a full service marketing, special events and promotions company founded by two, ex-club promoters, Jason Strauss and Noah Tepperberg.  The two first entered the industry in 1999, opening a club called ‘Conscience Point’ followed by another called ‘Studio 16’. After their short success, Strauss and Tepperberg sought to open another venue, which was opened-with the help of joint ventures and investors- in 2003. Strauss and Tepperberg had an advantage to plan and design their new venue from ‘raw’, previously a truck garage. Prior connection, knowledge from years of experience had helped them create such an atmosphere where they knew would have a phenomenal response from their clients. Soon after opening Marquee was instantaneously known as the ‘hottest’ club, an instant success. However, close to a decade since the opening, both Jason Strauss and Noah Tepperberg are deciding whether it is about time for them to move on to another venture. I have analyzed key factors that can help in the decision-making process of their future business for Marquee, researching their top competitors, environment and future outputs.

First, I will discuss some of the Company’s business strategy and how they lead to success. Second, I will examine the strength and weaknesses of the company. Lastly, I will provide recommendations for the decision-making of the company’s future endeavor.

STRATEGIC GROUP’S MARQUEE BUSINESS STRATEGY

The Strategic Group has created a brand image of the club Marquee that attracted crowds such as models, celebrities and socialites. Strauss and Tepperberg’s main business strategy that lead them to success was not only because of their associations with the elite, but because of the image and the atmosphere they have created and maintained throughout the years. Managing customer relationship was one of the many important factors that made Marquee different from...