Ethnic Marketing

The Case of the Dionysus Arm Pub

GROUP 5
CASE
Tony is the third-generation heir of the
1 manager and owner of a pub in East London.
This bar is a family business. The business
philosophy it inherits is that a good bar can
create a good communication atmosphere for
the community, meet interesting and friendly
people, and sell refined beer.
Before returning to the bar to inherit the
2 family business, Tony received a master's
degree in business administration and
worked for a marketing research company.
Bars have been operated in a family
management mode.
3 Recently, due to changes in the external
economic and political environment, as
well as changes in the living race of the
bar area, the bar's revenue peaked at 50%
a week.
Tony knows that business models and strategies need to be
4 changed. He has taken measures such as hiring African and
Polish salesmen, introducing new products such as in-house
brewing and modifying menu and beverage options, and
updating internal and external furnishings and atmosphere to
highlight high-quality and high-quality services.
After adjustment, the revenue of bars has increased to
5 some extent, but the effect is not obvious. Dionysus Group
is facing a dilemma: how to reposition its business and
adjust its marketing and business strategies to survive in
the changing market in the changing national population
composition?
In Britain, bars are one of the most important gathering
6 places to stimulate people's enthusiasm and cross class
divide. Consumers are different, and the market contains a
variety of competing and changing interests. Based on this
understanding, Dionysus's management team hopes to re-
configure marketing through organizational behavior to be
more diversified, thereby improving the chances of
operational success.
 Problem #1
Stereotyped Management Style
 PROBLEM ANALYSIS

Family only management team Lack of Human Resource Management

1 Over-centered power & decision making 1 Low qualified skills in job of his employee

2 Employee not contribute to strategic 2 No employee performance evaluation

decision

3 Lack of creativity problem solutions 3 No sufficient employee training

 Players

Tony & his management team Dionysus Arm Employee

1 No innovation on the management method 1 Low motivation for contribution more in pubs.

2 Not fully use very employee’s capability. 2 Low skills, such as diversity concept.

Facing the changing market, they need Employee need to improve their skills in the
3 to be more open & creative on the 3 quick change diversify market
solutions.
 Solutions
Diversify management team, Introduce HRM in pub, having
introduce more talent in mgmt employee to improve adapt the
team, and generate more creativity business needs. Keep excellent
idea. Keeping business match the employee, and weed out
quick changing market. unqualified employee. Thus, to
increase the Pub’s competitive
advantage and sustain profit.
I want to diversify my management team, introduce more
talent in business management task by absorb 2 excellent
I want to introduce HRM in my pub in recent 3 month,
employee in management team and contribute to
motivate good employee, and weed out bad employee. By the
management task in this year.
end of this year, I want to see my pub sales increase 50%, and
Step1: I would communicate the current pub situation and my employee satisfaction survey having 90% rate.
problems to all employee, and encourage them to contribute their
ideas, and see their potential. Step1: Publish a policy for performance evaluation. Setup
specific goal for each employee.
Step2: I will delegate some different task to those potential
employee, and test their capability. Step2: Giving employee sufficient training for them to improve.

Step3: I will setup a mechanism to let those potential employee Step3: Regular the performance regularly , and keep feedback
enter management team, encourage them to contribute to pub, to employee. Reward the good, and punish to the bad one.
and give them reward.
 Promise
With those solution implemented, Tony His employee will work harder to adapt And those actions will improve pub’s
will have more talent in management to business needs with high competitive advantage, and finally win in
team, helping him facing the diversify productivity. the quick changing diversify market.
market, making good decisions.

1 2 3 4 5

Meanwhile, some of his family members can Good employee will having more benefit, and
resign from a leading post, do some other employee will be more engaged in work, job
business, or enjoying good life. satisfaction will improved.
 Problem #2
Change of Ethnic composition
 PROBLEM ANALYSIS

More African settlers

The biggest migrant group — Polish origin

Old regulars relocation

—gentrification
—old age-related relocation
Ethnic Breakdown
The huge change of ethnic composition in this area made the principle of "My type of
people go there" to be violated. The new immigrants tended to stay with their own
ethnic kith and kin which lead to a significant drop of takings for the pub by half of
its weekly incomes at its peak.
 PLAYERS
African and Polish Population Sales

Customer

Old regulars Population Sales

Management team ：Boss Tony, his wife, and his mother

— Have to find the competitive advantage and how to better enter the ethnic market segments

— With better knowledge of ethnic cultural and community

New ethnic staff
— Require extra training and time

Employee

Long-term staff
Solutions
Understand and accept the ethnicity
and customs of its customers

Take advantage of the ethnic

workers to guide the pub as a space
for community gathering for the
target market

 With the help of employee’s cultural and
community knowledge
 Become a favorite activity and entertainment
place for ethnic groups
 Offer ethnic cuisine and drinks
 Targeted advertisement campaigns (ethnic media
outfits)
 Identify and target ethnic spaces as places for
advertisements(religious formations, Town Hall
Associations)
Solutions Understand and accept the ethnicity and
Steps: customs of its customers

 Try to collect and analyze the food and beverage preferences of

Launching market surveys at regional levels the target market and their favorite activities and places to tap
to count popular tastes and categories of 1 into their sensitivities and establish a competitive advantage in
the target groups. 3-4 months.

Adjust the menu according to the results

2 of statistics and analysis and formulate

the corresponding marketing plan.

Periodically do targeted promotion and

publicity in target areas through newspaper, 3
radio or TV program.
Solutions
Take advantage of the ethnic workers to guide the pub as a space for community
gathering for the target market

 Become the preferred place for the target group to hold all kinds of activities, and a base for ethnic groups better integrating
into local society within half a year to one year.

3、Expanding the influence among local ethnic groups

through the guide of the ethnic employees.

2、Offer the pub as a rental space for a large varieties

of community gatherings for the ethnic groups.

1、Regular hold public benefit activities for ethnic groups,

such as employment guidance and life assistance to
establish relationships with potential customers. Steps:

Grow and benefit if the pub
commit to meeting the needs
of diverse communities as
consumers. (Due to the
changing demographics)
Promise
Diversity in the workplace can
make the pub more competitive
by capitalizing on the unique
talents and contributions that
diverse staff bring to the table.
The pub can capture a greater
share of the consumer market
and gain a higher reputation
within diverse communities.
 Problem #3
Organization structure setting
PROBLEM ANALYSIS

It is basically managed by Tony alone.

Tony's job duties are too broad.

It is not equipped with specific responsibility

departments and responsible people.

The response to external environment and

market changes is not rapid and accurate.
 Players
Management team : Tony, his Employees
wife and his mother  Set up different responsibility
 Have to divide their specific job departments
responsibilities.  Hire professional department leaders.
 Tony do not have to do all the decision-
making.
 Solutions –
The organization structure is too simple
Set up detailed responsibility departments for the pub.

Responsible for the inventory of drinks and the

Responsible for the management of the management of bar goods, make all kinds of
pub daily work, implement the rules and drinks for the guests timely and accurately,
regulations of the pub, business ideas, to organize the staff to learn the bartending Tony has hired an experienced

ensure the smooth work of the pub. training regularly chef and other catering staff.

Do a good job in market research, observe the market Responsible for the management of the
changes, and make corresponding marketing pub garden and upper floor area,
strategies according to the market changes, such as responsible for planning and promoting
the growth of ethnic diversity in the pub's area. the space rental service of the pub to
attract consumers to hold celebrations.
THANKS