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Analyse marketing d'un night club

Analyse sectorielle : Analyse marketing d'un night club. Recherche parmi 298 000+ dissertations

Par   •  19 Janvier 2018  •  Analyse sectorielle  •  644 Mots (3 Pages)  •  586 Vues

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Market size: Currently, about 98,3 M of people go to night club per year in United States.

                98,3 M X 55$ = $5,4 B

Market Potential = 227,7 M of people should go to night club in United states

Market potential of night club in US: Assumptions

  1. Geographic boundary = United states
  2. Type of consumption: Individually = 19,3 M people between 21 years old and 80 years old
  3. Average price = $55
  4. Average consumption = 21,6 per year
  5. Volume = 227,7 x 21,6 = 4918,3 M of people
  6. Value = 227,7 x 21,6 x 55 = 270 507,6 millions of $

Quantitative Scan:

2015 = 93,4 M people go to night club every year

2016 = 98,3 M people go to night club every year

CAGR = (98,3-93,4) / 93,4 = 0,05%

The market coverage = (98,3 / 227,7) X 100 = 43,2%

For the Market Forecasting:

I find in a newspaper “the attendance of clubs in the United States tends to decline because of the latest events occurred at the gay night club in Orlando, and other terrorist attack”.

Macro-Environment

The fields of analysis

The components

impact on the strategy

from weak to strong

1

2

3

4

5

Political

  • Law on the volume of sound (T)
  • Law on the closing time of night clubs (T)
  • Few changes on the taxes for the night club (OP)

X

X

X

Economical

  • New entrepreneurs, supply rejuvenated, the sector is rebounding. (OP)
  • The unemployment rate drops to 4.3%
  • US households experienced a record increase in their incomes (OP)

X

X

X

Sociological

  • Population growth in the United States (+ 0.7%) (OP)
  • The attack in a gay nightclub in Orlando (T)
  • The average age is older (T)

X

X

X

Technological

  • The Virtual reality in night club (OP)
  • New architecture for night club (OP)

X

X

Ecological

  • The Energy floor in the night club (OP)

X

Legal

External Analysis

MICRO ENVIRONMENT

  1. Competitors

There is approximately 60,500 bars and night club in America. (OP)

The Liv in Miami, very famous for all the very famous people who go there, $40-45 million in revenue last year (OP)

The night clubs in Miami, famous for the electro music. (OP)

Avalon in Hollywood is also a very famous night club. (T)

...

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