Marquee Case Study Analysis

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Future Plan The management of Marquee is considering open a new nightclub in New York City before doing so, several factors should be considered. Major stages in new product development after the idea screening are the development and testing of the concept, developing a marketing strategy, analyze the business, development of the product, test marketing and finally commercialization. The main success of opening Marquee in the first place was its distinctive way of the promotion, which was mostly aimed at getting feature stories on the club’s concept, design, and launch (Word of Mouth or Buzz Marketing) and relied on celebrities. Creating the perfect mix of people is one of the strengths of Marquee and therefore and important contribution to its success, and maybe more importantly, the relationship with its customers. The managers obviously put great effort in creating a network of loyal customers. After 5 years customers nowadays know what to expect when they go out in Marque, as promoter Jonathan Swartz states: “it is getting a bit of a struggle to keep a constant flow of people.” People might want something different. According to me, Marquee has two options, it can either create a new club to attract a new public, or stick to their current network and use the customer knowledge they have gained the last year. The management should identify the changing preferences of their current network, and adapt their strategy respectively. One downside of this strategy is Marquee risks to loose customers to the new club. But on the other hand, Marquee could take advantage of current customers and generate word of mouth to introduce the new club. For the other option the management should identify the changing preferences of their current network, and adapt their current strategy respectively. Additionally it could identify how to create value among the younger

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