Chatswood club is dimly lit and have no access to direct sunlight. It is a common practice to maintain such an ambience inside the club to make it look cosy and relaxing. It makes the environment damp (Clubsofaustralia.com.au 2017). With overflow of beer and booze on the carpets or wooden floors of the club there is pest infestation. It creates an environment hazard for the club and also for the locality in which it is situated (Clubsofaustralia.com.au 2017). Kitchen of the club do not have proper fog management which includes the vapours of fats, oils and greases used to prepare food due to which pests and bugs and even fungus moulds breed which harms the environment and health of people who visit Chatswood club.
Strength: Chatswood club is cheap and are open in every locality. People living there get an option of a place to hang out and chill (Rslservicesclubs.com.au 2017). They serve cheap meals and booze which makes it lucrative for people with low income.
Weakness: Chatswood serve low price products and services which attract bad elements as well (Rslservicesclubs.com.au 2017). The crowd visiting the club are not very civilized and they are prone to club fights which damage their reputation. Chatswood club is not deep pocketed and lack in maintenance.
Opportunity: Chatswood club have the opportunity to develop and become party clubs as they appeal to the local culture and they inhibit their legacy (Rslservicesclubs.com.au 2017).
Threats: Local competition from other such community clubs is their main threat (Rslservicesclubs.com.au 2017).
Chatswood club is a local club with no other branch in the town. It has a single owner who was an ex-serviceman. Evening performances are done by the local artists which makes the club happening for some time. It is also visited by some people who love sports and like to play pool and snooker (rslnational.org 2017). Apart from this some fast-food meals are available at cheap prices for munching but is a no proper diner. Other clubs in that area are well furnished with a long table bar where the variety of booze is more and can be used for dinning purposes. They have a well sanitized environment and appeal to elite class of citizens who live in that locality.
If there is no change in the status of Chatswood club everything it offers will be the more or less the same. Considering the rate of inflation, food will become a bit costlier but not much and its revenues will only cater to the basic need of its maintenance (rslnational.org 2017). It can also close down as the rent of the place can increase which the owner might not be able to pay. There is also a possibility that people will stop coming to the club because of its degraded environment. Youth of the community which is going to become its customers in 10 years is more likely to be attracted towards places which are more lively and trendy than a club like Chatswood.
There is much scope for improvement of Chatswood club in every aspect. First it needs to change its ambience from an old, creaky, dimly lit place to a new ventilated and energizing club. Chatswood should improve their quality of food and provide variety of meals to its customers (rslnational.org 2017). Range of booze available at the club should be modified and new range of mocktails and other drinks should also be made available. If the rates of the services will increase then the quality of customers will enhance automatically. Chatswood club should advertise themselves in the town for greater recognition and reach. All the environment hazards should be taken care of and element of freshness should be introduced.
It is an established fact that youth is the potential target for every such club in the town. Old people spend a lot of time at Chatswood club but do not raise the revenue as they sit there for long hours just to kill time (rslnational.org 2017). Young customers are more likely to taste different kinds of stuff and gain experience. They are more likely to spend on stuff like beer and play games of snooker than old pals. Young people go on dates and like to enjoy their evenings singing and dancing with their mates. This will bring charm to Chatswood club which will be beneficial in every sense. The club should focus on drawing youth’s attention towards the club culture.
There is much Chatswood club can do to attract youth’s attention. Organizing karaoke nights, giving complementary offers on booze and other such services will attract youth. Giving special treatment to young couples can do a great deal for the club to become famous among college students. Constructing cosy cabinets to for young people to spend their time without getting disturbed will be a great idea (rslnational.org 2017). Providing them with complementary stuffs such as cakes on their birthdays and anniversaries will be a step forward in the marketing strategy. Provisions of theme parties and prom nights should be made available which will create an option in the minds of students. Introduction of happy hours for customers till the age of 30 should be there.
Ambience of the Chatswood club is one thing which needs to be changes as soon as possible. It is filled with old and creaky furniture and most of them have termites infested in them. Decoration is one thing which defines the type and quality of a club (rslnational.org 2017). Chatswood’s need to change their furniture, sitting arrangement, dining place, entrance gate, flooring, false ceiling and even the cutlery they use. Gate should be changed to glass doors, wooden flooring should be changed to concrete, carpets should be replaced with tiles and false ceiling should be remade with proper provisioning of lights in it. Bright LED lights should be put at the entrance to make the club more visible in the street and locality.
Chatswood club has a dire need of advertisement for the purpose of recognition among people other than its locality. As it is established that the club needs to target young people the task becomes easy. Everyone today uses smartphones and knows how to use the internet. Digital marketing can prove to be vital for Chatswood club to advertise and reach to the younger generation (rslnational.org 2017). Development of a mobile application for the club, in which each and every detail of the club will be given like menu, timing of happy hours and current offers. Using SMS for membership notifications and other event notifications can keep its members and customers posted about the events of the Chatswood club.
Chatswood club can offer midweek-friendly menus in which the products are cheaper and there is less variety of food. It will be less time consuming for its customers. Live music, motivational speaking or a comedy show are some of the services which can be arranged by Chatswood club to improve its footfall (rslnational.org 2017). Free complimentary food items such as snacks and fries can help the club to boost its customer base. Australia is a sorting country and the youth is crazy about sports in every locality. Having a sports screen especially for important matches of various sports can draw a significant crowd to the club. These offers can make Chatswood club to compete with other clubs of the locality and can improve its revenues.
Reference
Clubsofaustralia.com.au 2017. RSL Clubs in Sydney & New South Wales (NSW), Australia. page 2. [online] Clubsofaustralia.com.au. Available at: https://www.clubsofaustralia.com.au/RSL/Clubs-in-New-South-Wales/50/0.html [Accessed 17 Sep. 2017].
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rslnational.org 2017. RSL National • Returned and Services League of Australia. [online] RSL National. Available at: https://rslnational.org [Accessed 17 Sep. 2017].
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rslwa.org 2017. RSL WA: The Returned & Services League of Australia WA Branch – RSL WA. [online] RSL WA. Available at: https://www.rslwa.org.au [Accessed 17 Sep. 2017].
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