University Project: Ice Cube Nightclub Business Plan Analysis

This assignment presents a comprehensive business plan for the Ice Cube Nightclub, outlining its vision to be a leader in providing a lively and inclusive atmosphere for customers seeking new experiences. The plan details the company's mission to become the leading club entertainment provider in Canada and emphasizes its target market of individuals who enjoy dancing and nightlife. It includes SMART objectives focused on expanding branches in major Canadian cities, increasing digital reach globally, and generating a 30% profit in the first year. The marketing plan encompasses positioning, product offerings (fine dining combined with nightlife), place (major Canadian cities), promotion (digital media, event marketing), pricing (premium and package-based), service (consistency and quality), CRM (loyalty programs), and sales strategies. Furthermore, the plan incorporates marketing research to understand consumer behavior and adapt to technological influences. The document also references key academic sources to support its strategies and recommendations.

Running head: ENTREPRENEURSHIP
ENTREPRENEURSHIP
Name of the Student
Name of the University
Author Note

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Business objectives
1. To grow in the significant cities of Canada by expanding branches
2. To expand the digital reach in global scale
3. To generate a 30 percent profit in the 1st year of operating the business
SMART objectives
1. To grow in the significant cities of Canada by expanding branches
Specific: The company will aim at expanding the business in various cities of Canada where
the nightlife is in demand or where the customers are accustomed to night outs.
Measurable: The store expansion will be facilitated by investing in rental properties at first
for investing considerably less and by appointing a similar standard of food quality and staff
skills for consistency in the same brand.
Attainable: For accomplishing the goal, the company will invest in creating a 'one brand
image' and brand awareness program for creating customer demand before opening the store
periodically.
Relevant: The store expansion will allow the business to establish its objective of targeting
the majority of the demographic group by offering fine dining experience and the nightlife
experience.
Time-bound: The actions and operation of store action will require 1-3 years.
2. To expand the digital reach in global scale
Specific: The business venture aims to create awareness and 'share of heart' on a global scale
through the projection of unique and lively experience.

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Measurable: The digital reach will increase the customers by 20 percent as it will also attract
tourists over the local customers.
Attainable: The marketing team will hire digital marketing experts for creating engaging
content and contests for attracting customer groups.
Relevant: The outcome will elevate profit and will invite diverse customer groups by
projecting multiple value offerings.
Time-bound: The marketing strategies and actions will project results within 6 months.
3. To generate a 30 percent profit in the 1st year of operating the business
Specific: The venture of the restaurant cum club will be aimed at generating a profit of 30
percent over the expenses including, marketing, operational and supplier relations.
Measurable: The 30 percent profit in the venture will be indicated after the margin paid to the
suppliers, rent, food expenses, and marketing strategies.
Attainable: The goal will be attained by cost-effective measures such as attracting investors,
building a strong relationship with a local supplier and spreading awareness digitally.
Relevant: The outcome will reflect business further business opportunities for Ice Cube both
locally and internationally.
Time-bound: The result will be reflected over a year.

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Marketing Plan:
Positioning:
“Ice cube will target young population and families for offering an experience more than
amenities of two contrasting life with fine dining combined with an exquisite menu and fun
never-ending nightlife".
Product
The offering of Ice Cube will be service dominated by amalgamating fine dining and fun
night experience in the afternoon and night respectively with diverse food options and
engaging activities. The opportunity of responding to the demand of a club is very high and
the food menu and option of fine dining will differentiate Ice cube from others in Canada.
Place:
The company will start operating from the major cities of Canada such as Toronto, Montreal,
Vancouver, and Hamilton. For establishing itself in the industry and these cities, the company
will create awareness and operate through the digital platform at first for stimulating
customer demand (Chernev, 2018). The opportunity of selling exciting experience and
quality food will be available through the Ice Cube locations in the most popular cities in
Canada.
Promotion:
The marketing communication plan of the company will be majorly focussed on digital
media. The company will create its website with the projection of various images, interactive
content, and videos, which will symbolize the fun and entertainment, which Ice Cube will be
offering. The projection of the entertainment will also be demonstrated through event
marketing, where the suppliers and vendors of Ice Cube will also participate. The events will

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attract local target consumers and tourists visiting Canada by being listed as ‘things to do’ in
Google (Kuang et al., 2017).
Price:
The pricing strategy of Ice Cube will be premium pricing and package based pricing based on
offered experience. The pricing strategy will consider the cost of maintaining supplier
relationships, cost of infrastructure maintenance, décor, kitchen equipment, staff recruitment
and variable cost of conducting events (Mullakhmetov et al., 2016). The pricing strategy
based on packages of experience will create a competitive advantage.
Service:
The customer expectations will be met by creating consistency of experience and quality of
amenities to create a Unique Value Proposition for the target customer.
CRM
The business will stimulate repeat purchase by offering loyalty offers to both local consumers
and tourists. The brand ambassador for Ice Cube will be a YouTube influencer who can align
with the digital practices of the venture (Wood & Jobber, 2016). Ice Cube will keep track of
customer purchase behavior and selected package deals for improving the overall customer
experience. Sales Salesforce Cloud will serve as a common platform for addressing the
business need of capturing customer data and alignment resources in accordance with
customer footprint (Buttle & Maklan, 2019).
Marketing Research
The marketing research of Ice Cube will focus on understanding the marketing demand and
customer purchase behavior of restaurant and bar amenities with the changing consumer
behavior due to technological influences (Deepak & Jeyakumar, 2019).

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References:
Buttle, F., & Maklan, S. (2019). Customer relationship management: concepts and
technologies. Routledge.
Chernev, A. (2018). Strategic marketing management. Cerebellum Press.
Deepak, R. K. A., & Jeyakumar, S. (2019). Marketing management. Educreation Publishing.
Kuang, K., Jiang, M., Cui, P., Luo, H., & Yang, S. (2017). Effective promotional strategies
selection in social media: A data-driven approach. IEEE Transactions on Big
Data, 4(4), 487-501.
Mullakhmetov, K. S., Sadriev, R. D., Gabidinova, G. S., & Akhmetshin, E. M. (2016).
Control in marketing-based management. Academy of Marketing Studies
Journal, 20(2), 13-19.
Wood, M. B., & Jobber, L. (2016). The marketing plan handbook. Pearson.