Implementing a Market Strategy for a Local Pub (OPG)

Introduction

Just as important as developing a market strategy is the process of implementing it. Implementation has its own set of challenges that must be addressed. These include forming strategic partnerships, managing top-selling products, improving pricing strategies, developing sales promotion and advertising strategies, building out a digital strategy, and measuring market performance. This paper addresses each of these challenges and offers solutions for implementing the market strategy for OPG.

Strategic Partnerships

One strategic partnership OPG could develop is with a local brewer looking to expand. Rather than hiring a brewmaster and investing heavily in the brewing business itself, it may make more sense to partner with a small existing brewer and expand that operation into OPG's adjacent building. This arrangement would benefit both businesses and help get a canning or bottling operation underway.

Another strategic partnership would be with a local event organizer to help promote events and provide catering services. This type of partnership would benefit both parties: the event organizer gains greater exposure because OPG draws significant foot traffic, and OPG gains an opportunity to break into the catering business and have its services recognized more widely by the public.

DoorDash would also be a strong partner for OPG. As a platform that delivers local restaurant food directly to customers, DoorDash can ensure the pub continues reaching people who prefer not to dine out. Many restaurants have already established such partnerships, and both companies stand to benefit from the arrangement.

Managing the Top-Selling Product

The top-selling product at OPG is the OPG Burger, which has been voted best burger in the city twice in the past. However, it failed to retain that top spot year over year, according to a local survey, because the meat supplier changed when the pub switched vendors. By altering the very product that helped put the pub on the map, OPG was inadvertently undermining its own brand and brand value.

The pub should stay true to its roots and keep the OPG Burger consistent. Change can come with other menu items, but customers expect consistency and do not respond well when a favorite item changes without warning. OPG should return to the original meat that made the burger a town favorite — doing so will help restore the burger to its top spot and reinforce the brand identity that customers have come to trust.

Conclusion

Implementing a market strategy depends on numerous factors: forming partnerships with organizations like DoorDash and local brewers, using digital technology to increase visibility, and leveraging social media to interact with customers, share content, and grow a network of followers. Sales promotions should include event sponsorships and in-pub activities such as trivia nights and Flip Cup tournaments. Targeted pricing and promotion strategies can drive midweek business during otherwise slow periods. Ultimately, the implementation strategy for OPG is to assess the resources already available to the pub and leverage them to build meaningful influence within its community of target consumers.

References

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Queensland. (2020). Key components of a digital strategy. Retrieved from https://www.business.qld.gov.au/running-business/it/digital-strategy/key-components