A Study on the Marketing of TV-PUB in HsinChu City Mei-zu TV-PUB

1. A Study on the Marketing of TV-PUB in HsinChu City Mei-zu TV-PUB Professor：Dr. Charles Trappey Student： Bonnie黃齡瑤 Cindy 洪上棋 John William 吳立仁 Date：2008/6/5

2. Mei-zu TV-PUB • PEST Analysis • Michael Porter's Five Forces Model • Competitor Analysis • Internal Environment Analysis • Consumer Buying Behavior • Cost Analysis • SWOT Analysis • Marketing Strategy Analysis • S.T.P Analysis • 4P Analysis • Conclusion & Suggestions

3. Mei-zu TV-PUB • TV-PUB belongs to the recreation industry. • Night time recreation industry : Club, KTV, computer game amusement park, etc. • HsinChu City TV-PUB • Mei-zu TV-PUB locates on Lin-Sen road of HsinChu City.

5. TV-PUB has a big market share in Hsinchu city. • Only in two to three years has set up more than 200 LOCATION

6. Business time：From 10:00 PM to 3:00 AM, 7 days a week.Location：No.3, Fucheng Street, Hsinchu CityServices：Customers can sing, chat, drink, have some snacks • Appearance of Mei-zu TV-PUB & Entrance

7. Mei-zu TV-PUB • Mei-zu TV-PUB, which takes 5~10-minute walk from the Hsinchu Train Station, is the first generation of TV-PUB in Hsinchu city. • The decoration of this TV-PUB has never changed because they insist on providing their customers a simple, comfortable and safe environment. In the shop, there is the bar in the center surrounding by 20 seats, 6 TV sets, and the audio and karaoke system.

10. Due to many companies’ moving out from Hsinchu Science Park to China and the economic recession, the average number of customers per day were around 20 to 30 in their heyday, however, there are only around 10 customers per day right now.

11. PEST analysis • 1. P（Political / Laws） • The policy does not encourage the development of PUBs. • With some legal restrictions, young people can not access to PUBs late at night, also limit the development of PUBs.

12. Down PEST analysis • 2. E（Economic） • Data sources：The Department of Investment Services

13. PEST analysis • The working pressure needs to be released. • PUB is a good choice for the working people to join. • Potential security problems.

14. PEST analysis • People enjoy more convenient and comfortable life . • The advances of technology and audio-visual equipments can provide more innovative and convenient life and improve service quality. • TV-PUB could provide consumers more comfortable consumption environment based on convenient, faster and colorful technology.

15. The economic recession affects • The amount of TV-PUB is dropped from 200 to 50~60, declined approached 75%. • In addition, technical improvement is an advantage to bring all the people better life and provide perfect service, and attract consumers to join TV-PUB.

16. Michael Porter's Five Forces Model

17. Competitor analysis • Distribution of TV-PUB in Hsinchu city

18. Competitor analysis • Competitors products analysis

19. competitors • Competitor: Dream factory • Competitor: Ma-Gi

20. Internal environment analysis • There are average 10 customers come to Mei-Zu TV-PUB every day. • Customers increase to 20~30 during weekend or holidays. • Each person spend one thousand dollars for one time. • Most customers come about 11PM to 1 AM.

21. Analysis of consumers • Answer the Questionnaire

22. There are 98% are male who be a boss, sales, teacher, engineer, musician, artist, student or worker...etc. • The age range from eighteen to sixty, the average age is about thirty. • Customer focus is comfortable and safe place to relax and enjoy.

23. The factors of consumers change their choice • Economic: Their salary gets decrease but pricing gets expensive. • Service: if they feel not comfortable in the store, they will leave and go to other stores. • Policy: The fine gets more for drunk driving. • Habits: Some loyal customers go to Mei-Zu just because their habit. • The store has a special discount or present in holidays. • Bartender is pretty and easygoing. • The weather is good, customers will go out to find somewhere to have fun.

24. Cost Analysis

25. Cost Analysis

26. Break even analysis

27. SWOT analysis

28. SWOT analysis

29. SWOT analysis

30. SWOT analysis

31. Marketing strategy analysis • S.T.P analysis (Segmentation )

32. Marketing strategy analysis • S.T.P analysis (Segmentation )

33. Marketing strategy analysis • S.T.P analysis (Target market)

34. Marketing strategy analysis • S.T.P analysis (Position)

35. Marketing 4P’s analysis

36. Marketing 4P’s analysis

37. Marketing 4P’s analysis

38. Conclusion • Industrial relocation, the unemployment rate rising, high rate of consumer price changes, has weaken consumers buying ability, and reduced revenue. • Internal environment limitation: not convenient to park, capacity is small; decoration is obsolete, not easy to attract new consumers. • Promotional activities are few, no moreadvertisement, lack of creations

39. Suggestions • Develop female consumers: Because of the current social trends and the raising proportion of unmarried women, the places and ways for female to relax are necessarily. It could create female’s products to attract new consumers. • Improve the internal environment: Try to exchange some outdated equipments and redesign the signboard, it will make Mei-Zu TV-PUB more easily to find. • Strengthen promotional activity: good promotion, activity, and advertisement will attract more potential consumers.

40. References • Accounting and Statistics Office of Hsinchu City Government http://dep-auditing.hccg.gov.tw/ • The Department of Investment Services http://investintaiwan.nat.gov.tw/en/env/stats/unemployment_rates.html • 全球華文行銷知識庫http://www.cyberone.tw/index.html • Global network of the culture and the study of sex work http://intermargins.net/repression/sexwork/index.html • HAPPY娛樂網http://happy.hcrc.com.tw/ • Taiwan Institute of Economic Research (TIER)http://www.tier.org.tw/index.asp • 大新竹生活資訊網http://www.hc.net.tw/HC-NIGHT/list.asp?type_no=25&class_no=164&town_no=0 • Porter 5 forces analysis • http://en.wikipedia.org/wiki/Porter_5_forces_analysis