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Oz Business Proposal Essay

2590 words - 11 pages

O.z. Beer Room
Pedro Perez
Marketing Management
Professor Lynne Pryor

O.z. will be a brewery mixed with a food truck experience located in Midtown Miami, FL with a rapidly emerging brand and growing customer base. O.z. will provide its customers with a mixed selection of food truck cuisine. In addition to offering different food varieties Oz. will offers something new to the South Florida area a brewery and beer tasting room where each individual can pour their own beer selection.
O.z. will brew their own signature beer as well as offer beers from several microbreweries from across the country. The beer tasting room allows customers to enter the room ...view middle of the document...

It is located right in the middle of downtown Miami and Miami Beach. This area is currently has inexpensive rent for a big space and caters to a bohemian artistic type population. Taking into account the demographics of the area where O.z. will be located, the company will focus on catering to a young crowd and provide food and beer at and affordable price for them to afford.
Because O.z. will also have food trucks, it is capable of also attracting foodies to the establishment. The other bars in the area do not offer food, which gives O.z. a competitive edge over the other bars. This is an opportunity to offer customers a bar environment where they do not have to leave the facility to eat.
The main market for O.z. will be men and women from the ages of 21 to 35. The median income for individuals under 25 in the area is $21,360 and for individuals between the ages of 25 and 34 is $34,511. Taking into account the median income, O.z. will focus on offering daily specials and happy hours to be able to attract individuals from the local age group. The majority of the population living in this area is single; therefore, the majority of customers will be single individuals. O.z. will offer family days on Sunday so families have the opportunity to experience the beer room in a more family oriented environment.
The warehouse style bars are growing fast in this area. The music and art festivals in the area bring in people tend to leave after the event is over due to the lack of entertain businesses in the area. There are currently other warehouse bars start ups in the same area; however, they are not a self-pouring brewery and food truck establishment.

IMC Objectives
Three specific target markets can be identified for the Midtown Miami area. The table below targets the customer markets, their needs and the benefits that O.z. provides to fulfill those needs:

Target | Customer Need | O.z. Benefits |
Young, single customers | * Affordable meals and drinks * Vibrant atmosphere | * Daily meal and drink specials * Student night * Locals discounts |
Local artists and musicians | * Art friendly ambiance * Space where they can exhibit their work | * Art exhibits * Live music |
Beer enthusiasts | * Large craft beer selection * Beer/food parings | * Beer tastings * Pour your own beer * Brew your own beer workshops |

SWOT Analysis
Strength: The Midtown Miami district provides a variety of pedestrian activities, which include live music, art galleries and art festivals. Since there is a limited amount of bars and restaurants in the area O.z. will provide individuals the opportunity to enjoy this area long by providing refreshments and food for the crowds.
Weaknesses: A self-tasting brewery offers food truck cuisine is a new endeavor for this area. The weakness therefore is not known to this type of business in the area due to the lack of similar businesses in the area.
Opportunity: There is plenty of...

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