Business Practice Report: Nighteve Party Marketing, HR, and Financials

This report provides a comprehensive analysis of the Nighteve party, organized at the Metro Bar in Luton. It begins with an introduction to business practices and outlines the event's context, including its capacity and objectives. The core of the report focuses on the marketing strategy, detailing the product/service offerings (cocktails, mocktails, bottle service, guest list), pricing strategies (bundle pricing, ticket pricing), the importance of location, and promotional activities (social media, press releases). The report also includes a detailed examination of human resource requirements, describing the roles and responsibilities of various staff members, including the general manager, promoters, management staff, security, cashiers, attendants, and entertainment (DJ Ben Loren). Furthermore, it covers the responsibilities of service staff, food and beverage managers, and cooks. Finally, the report specifies the financials and cost involved in the event and explores the break-even point. The report provides a complete overview of the business practice for the event, highlighting the strategy, staffing, and financial considerations.

BUSINESS PRACTICE
EXPLORED

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Marketing Strategy of nighteve party.........................................................................................1
Human resource requirements.....................................................................................................3
Financials....................................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Business practice is replicated as a tactic or activity of business which is basically
conducted for attaining the goals. It is way for attempting to perform business in very effective
manner as any organization might have presence of rules of business practices to ensure about
employee efficiency in work and abiding through applicable laws. The present report will give
brief description about nighteve party which will be organised at Metro Bar, Luton Campus with
capacity of 200 people. It will be articulating about marketing strategy with support of marketing
mix of nighteve party as of Product, Price, Place and promotion. Further, it will reflect human
resource requirements with its major staff members such as General manager, food and
beverage manager and many more with their roles and responsibilities towards event. Last but
not least, it will provide specification of financials and cost engaged in Metro bar and break even
point is also extracted with its concept.
Marketing Strategy of nighteve party
Marketing strategy is considered as section of business which outlines overall game plan
for extracting customers and clients for business. It lays special emphasis on what to attain for
marketing and business efforts.
Product/ Service: The nighteve party is referred as service as it should customise
requirements of people to attract them. It signifies all ancillary activities which must undertake
prior, during and after even as it considers pre-event media days, promotions and contest on
social media pages and websites, event day registration process, gift bags, food and
beverages, awards and recognition. It will be offering products like cocktails and mock-tails
along with services like bottle service, guest list along with coat check. It could outcome in
customer experience at establishment in successful establishment. The importance of these
services are qualitative as compared to quantity where alcohol is offered within limit. The
services are at top-notch as it will help for returning customer along with good tips or about its
employees for undertaking share in business (Hopp and Greene, 2018).
With this context, word of mouth is very effective pertaining to business as its services
are terrible then customer will be sharing its experience to its friends and relatives where word
of mouth spread in fast aspect. On the contrary, good reference is also considered as key for
establishing reputation. In addition to this, there will be casual food menu which comprises
appetizers along with small entries with range in affordable cost and it will be offering fresh hot
Starbucks coffee. It will be hosted by DJ Ben Loren which will feature an innovative brand
innovative stage show, luxurious VIP booths and sound system which considers seven new
dance floor booths.
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Price: It is a very essential element in marketing mix with context of nighteve party as it
impacts reaction and thoughts with perspective of consumers. The price of drink is not very
expensive with alcohol amount which is served. It should be satisfied and absence of feeling of
ripped to come back for one another. There must be consideration of level of demand of its
products as its availability of ticket for £8 through Metro Bar and Kitchen or through
www.bedssu.co.uk. In the similar aspect, this will be following bundle pricing as package of
goods and services will be sold at lower price as compared to consumer will buy them
separately. This strategy will help them for increment in margin by providing discount (Club night
even at Metro bar, 2018).
As there is maximum capacity of 200 people, where usually everybody comes in group
and even they purchase products in groups which usually aggregates value to experience of
buying. It will lead to enjoyment in versatility in single act of buying, grateful cost and time
saving and most important is that avoid frustration during selection of complimentary products
with consumer perspective. However, this will provide advantage in terms of getting whole
information as whole to its audience as it will build winning pricing strategy for purpose of
bundled products where businesses has requirement of coupling up to date data with context of
market with data on context of consumers.
Place: It is very critical about establishment of good location which is highly attractive to
numerous consumers which helps in repeating customers. This event will be organised at The
Metro Bar & Kitchen which is considered as great place for socialising through friends, catching
up on similar coursework or for undertaking well deserved lunch break. Henceforth, this event
will be organised at night which could be based on themed and consists of delicious snacks and
Starbucks coffee. Simultaneously, clean place is sign of warming and better feeling to give
satisfaction to their clientele along with presence of air conditioning because no one likes to be
sweating and sticky during interaction with opposite gender (Van der Wagen and White, 2018).
There will be attainment of competitive edge with presence of larger ladies room area
with place of additional square footage contributing to venue such as couch, music, TV and
huge social space. It has been researched that females are highly observant of design with
impression conveyed by males. Henceforth, careful consideration will be included from fabrics,
colours and materials. There will be stage show hosted by DJ Ben Loren which will feature this
event in innovative aspect.
Promotion: It had played essential contribution in this event as effective and attractive
advertisement related to organization and nighteve party. It is used for attracting various types
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of customers which will target younger crowd. It will lay special emphasis on certain group along
with days such as young generation always prefer weekends. This event with specific features
about appealing pages where its sites and social media with its brand name and logo along with
cover photo must be with great shot of its unique identity with context to event. Visitors must be
aware about music and theme along with upcoming events at nightclub, follow-up content and
to encourage messages for promoting it to repeat visitors. In night club events, if focus will be
only on young crowd then they may lose older crowd so it is necessary that they focus on each
type of customers time to time. The overall promotion cost for this event is about £30.
In the similar aspect, there must be issuance of press releases, new documentation
online and other promotions along with posting hashtags and linked images, sharing of post and
many more. There is presence of potential for reflecting on trending lists on social media,
reflecting sidebars of individual page of social media network. In this word of mouth and paper
advertisements helps but opt for email list is very useful for promoters of night club. Henceforth,
nightclub mailing list is potential and significant tool used for promoting and opting in is very
important for ensuring to comply with span laws.
As per above market strategy it had been stated that there will be adoption oif bundle
pricing because usually, there is group entry and event will be hosted through popular DJ Ben
Loren. In this context, it will promoted very popular source which has best reach and target
audience.
Human resource requirements
In event, there is requirement of multiple staff for pre and post event activities. The
various staff members along with their roles and responsibilities are described below:-
 General manager: The role of general manager is to oversee regular operation of
nighteve party and to ensure about implementation and creation of strategy which is
framed for the business growth. GM will be setting coordination for development of key
performance objectives with its functions and direct reports. In the similar aspect, it
ensures about development of tactical programs for pursuing targeted objectives and
goals. The personal contacts could be meeting customer and for managing VIP parties
and lists of guest in nighteve party as in this event all activities will be performed. In this
nighteve party, its responsibility is to manage other staff and to hire innovative talent to
attract the target audience for attaining break even and margin.
 Promoters: The promoters will be promoting details with context of event on social
networking websites, brochures and details related to event must be mentioned in page
of metro bar, Lutin (Macaulay, 2018).
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 Management Staff: The management staff at Metro-bar comprises multiple individuals
along with team of employees. The responsibilities of management comprise
advertising, booking entertainment, staffing, cash reconciliation, payroll, inventory control
and reporting margin and loss with its ownership (Shields, 2017).
 Security: These are considered as very important staff for night club which include
bouncers and attendants throughout interior. The door attendants restricts access
through appropriate management of guest lists, enforces dress codes and tracks
identification for ensuring patrons which are old enough. The bouncers have
responsibility to ensure staff along with client safety. In this aspect, bouncers and
security guards at this metro bar helps in controlling mischief and to ensure about safety
of their clients. They also monitor people by checking their ID and cover fee at door and
ensure that nobody is acting destructively or aggressively and protection towards
equipment and property through damage. In similar aspect, policy must be implemented
for banning who fight as it should imply force in detention or self defence to police.
 Cashier: With context to nightclub, cover or admission fee is covered where cashier is at
entrance for accepting payment. Here person positioned needs to be speedy and gives
attention to detail and could work as electronic cash register along with credit card
machine in efficient aspect.
 Attendants: In these nightclubs, attendants will be hired for purpose of work to
enhancing experience of guest service. As Metro bar is situated in colder climate where
coat check attendants gain responsibility of coats, scarves, umbrellas and hats of clients.
The bathroom attendants turns restrooms which offers refreshments and toiletry items
while appropriate maintenance of cleanliness of facilities. Usually, these staff workers
perform on tip aspect and might gain additional hourly and nightly wage through house.
 Entertainment: The digital music is provided in metro bar with its own sound,
musicians, DJs and dancers are hired for entertaining. In this DJ Ben Loren will be
hosting the event as he is very popular among youth as this will give entertainment and
complement jukebox during special events along with weekends (Bell and Bell, 2018).
There are various staffs which has their role both before and after event as well as
service staff, food and beverage manager and cook has to work efficiently for cleaning and to
manage food and beverage. Its detailed description about roles are stated below:
 Service staff: The service staff is dependent on size of nightclub and offering of
services. The drinks will be prepared through bartenders which will be served to clients
during meeting along with cocktail servers. In metro bar, food has been offered in
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addition to drinks, creates jobs for food preparation like cooks, workers and wait staff.
The cleaning jobs might be divided in staff members or dishwashers and housekeeping
crews might be hired in larger establishments. The main responsibility of bartenders and
servers is to welcome and greet guest and respond to its requests in very courteous and
friendly manner. The menu cards will be presented and customers are helped in
choosing food and beverages. They also deal with customer complaints and issues with
positive attitude and even attend customers on entrance in Metro bar (Donnelly and
Herbert, 2017).
 Food and beverage bar manager: The regular operations of food and beverage are
managed which shares responsibility with its other managers. It will be providing help for
maintaining liquor management and considers controls and purchasing and high volume
liquor program is managed. It also includes daily updates about menu in three
restaurants and bar, programs and purchase which also create innovative promotions.
The programs will be developed and maintained for increment of sales of wine and
liquor. The team of food and beverage had been lead by training, appraising and
recruiting talented personnel. Servers and bartenders will be educated related to
different cocktails and liquor and adequate supply of liquor will be maintained with
effective use of inventory management system (Pourfallah and Subramanian, 2018).
 Cook: In this event, every thing is standardised in food where cook works in fast paced,
high volume and team oriented kitchen environment where culinary hold one other and
accountable with work quality. Thus, it will prepare food items with the best quality
ingredients with range of 200 people as it is limit of Metro bar kitchen. Furthermore,
standard recipe during preparation of assigned items and assist for plating food item with
context of service. The leftovers are handed as per instruction and clean preparation or
serving equipment with work area assigned related to service. There will be implication
on consistent use of sanitary and safe practices of food handling.
By considering these requirements will directly leads towards appropriate coordination
among the needs and wants of consumers of particular event and it will also help in attaining
success.
Financials
The sources of nance will be invested through personal investment as half cost will be
covered from tickets.
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Particulars per unit cost
Amount
(in £)
Event revenue 8 200 1600
Other variable expenses 2 200 400
Wages of staff 400
Promotional expenses 30
DJ charges 100
Food and beverages 400
Total expenses 1330
Profit 270
Interpretation: In the above scenario, there is evaluation of cost involved with Metro Bar
for nighteve party with capacity of 200 persons where per member is charged £8. Its variable
expenses are 2 per unit and in average is 400. Furthermore, its evaluation of expenses are
wages of staff, promotional expenses, DJ charges along with food and beverage as its total
expenses are 1330. The variable expenses are lighting and music where it has stated profit as
extraction of expenses from revenue is 270 (Philibert, 2018).
Break even point
The concept of break even is important for both managers and owners for identifying
units or revenues are required for covering variable and fixed expenses of business
organization.
 Revenue is greater than sum of total fixed and variable cost then it is situation of profit.
 Revenue is equal to sum of total fixed and variable cost then it is situation of Break even
point.
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 Revenue is small than sum of total fixed and variable cost then it is situation of loss
(Break Even point, 2018).
Particulars Amount (in £)
Contribution per guest 6
Total fixed cost 930
BEP (in terms of guest) 155
BEP (in £) 1240
Interpretation: Break even point is referred as point where revenue is equal to its
expenses. The main idea of extracting BEP is to extract point where revenue starts exceeding
the costs. Its process is to separate cost of organization which are variable and fixed as fixed
cost does not change with output's quality such as rent, premium and insurance etc. In this fixed
expenses are wages and salaries, promotional expenses, food and beverage and DJ charges.
On the contrary, variable are cost which alters with output's quantity as if production is zero then
variable cost is also 0. It helps managers for identifying for transforming margin and to assist
about pricing of its products as it varies variable and fixed cost which differs through industry.
Henceforth, contribution per guest is £6 and total fixed cost is 930 so in this context BEP could
be extracted by total fixed cost/ Contribution per guest as with outcome of 155 (Schwartz and
et.al., 2018).
According to above analysis, if 155 members will join this event then it will reach to
break even point. Simultaneously, the amount of BEP is £1240 when all expense are equal to
revenue or to attain break even point
CONCLUSION
From the above report, it has been concluded that marketing strategy should be followed
in very systematic aspect. It had shown that bundle pricing is very appropriate for this event as
nighteve party usually people arrives in groups and prefers ordering food in also group. It is cost
savvy and avoids frustration for selecting complimentary products and attractive promotional
techniques are stated such as advertising, digital boards etc. In the similar aspect, it had shown
that there are requirements of multiple human resources such as bartenders, General manager
as they have their own responsibilities towards objectives. Furthermore, it had shown break
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even which could be attain by arrival of 155 guests and £1240 is obtained for recovering its
initial cost.
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REFERENCES
Books and Journals
Bell, H. and Bell, R., 2018. Applying enterprise: active learning environments for business
Higher National Diploma students. Journal of Further and Higher Education. 42(5).
pp.649-661.
Donnelly, J. C. and Herbert, B. R., 2017. Calling all gamers: Game night in the academic
library. College & Research Libraries News. 78(7). p.388.
Hopp, C. and Greene, F. J., 2018. In Pursuit of Time: Business Plan Sequencing, Duration and
Intraentrainment Effects on New Venture Viability. Journal of Management Studies. 55(2).
pp.320-351.
Macaulay, S., 2018. Non-contractual relations in business: A preliminary study. In The Law and
Society Canon (pp. 155-167). Routledge.
Philibert, C., 2018. MANAGEMENT AND FINANCIAL ASPECTS WHEN ORGANIZING AN
EVENT.
Pourfallah, S. and Subramanian, K. K., Visa International Service Association, 2018. Event-
triggered business-to-business electronic payment processing apparatuses, methods and
systems. U.S. Patent Application 15/701,421.
Schwartz, P. and et.al., 2018. Rapid-Response Collecting after the Pulse Nightclub
Massacre. The Public Historian. 40(1). pp.105-114.
Shields, S. S., 2017. “We All Walked Through [It] Together”: Reflections on the Pulse Nightclub
Shooting. Art Education. 70(4). pp.23-28.
Van der Wagen, L. and White, L., 2018. Event management: For tourism, cultural, business and
sporting events. Cengage AU.
ONLINE
Club night event at Metro bar. 2018. [Online]. Available through:
<https://www.bedssu.co.uk/events?event_type=club-nights-23248&search=>.
Break Even point. 2018. [Online]. Available through:
<https://corporatefinanceinstitute.com/resources/knowledge/modeling/break-even-
analysis/>.
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