Triple Threat Strategy
Recommendation
Emily Dorsey Shannon Kwak Tyler Ryzewski Jeramie Reuhl
Strategy and Implementation Summary
Our strategy is simple, we intend to succeed by giving people a combination of excellent and
interesting food and drinks in an environment that appeals to a wide and varied group of
successful people. We will focus on maintaining quality and establishing a strong identity in our
community. Our main focus in marketing will be to increase customer awareness in the
surrounding communities. We will direct all of our tactics and programs toward the goal of
explaining who we are and what we do. We will keep our standards high and execute the concept
so that word-of-mouth will be our main marketing force.
We will create an appealing and entertaining environment with unbeatable quality at an
exceptional price. An exciting and friendly new go to hot spot, we will be the talk of the town.
Therefore, the execution of our concept is the most critical element of our plan. All menu items
are moderately priced for the area. While we are not striving to be the lowest-priced restaurant,
we are aiming to be the value leader.
Our strategy is based on serving our niche markets well. The sports enthusiast, the business
entertainer and traveler, the local night crowd, can enjoy the Triple Threat experience.
What begins as a customized version of a standard product, tailored to the needs of a local
clientele, can become a niche product that will fill similar needs in similar markets across the
Midwest.
We are building our infrastructure so that we can replicate the product, the experience, and the
environment across broader geographic lines. Concentration will be on maintaining quality and
establishing a strong identity in our local market.
Competitive Edge
Our competitive edge is the menu, the environment, the management, the service and our unique
place! We will have a versatile menu and our food will be made with the freshest ingredients and
produce available. Our cooks and staff have an excellent taste for what entertainment is and what
it requires. Our environment is high tech and inviting and our decor is welcoming and
electrifying. Great service is very important to us. The management and servers will handle
every detail to make every customer’s visit a unique one! All this and our great atmosphere will
make customers want to come back again and again!
Marketing Strategy
Through behavior segmentation, we would like to aim at
• Purchasing habits
• Usage habits
• Spending habits
Of our potential customers. With their purchasing habits we will be looking at factors such as
tailoring our marketing initiatives and campaigns to reach a specific segment at a time in
which they’re most likely to make a purchase. Usage habits will be determined with specific
days of the week and different times of the year. For example, on St. Patrick’s Day, we will
assume people will be purchasing drinks a lot more. For spending habits, we will be
considering time, money, and other resources. Down below we have a detailed description of
the demographics of our location and how that will affect our behavioral segmentation.
The total population in Indiana is 6.633 million people.
487,865 people live in Lake County, IN. 50% between 25-55 years old. That is the age group
that dines out two to three times a week and spends an average $795 a month on food and drinks.
There are 224,447 households in Lake County and an average 2.7 persons per household. The
median family income in Lake County, IN averages, $64,271/year. There are 636 registered
businesses with 7,885 employees.
Our primary customer base is from Crown Point, Merrillville, Valparaiso, St. John, Highland,
Portage, Lowell, Dyer, Hammond, Hobart, Cedar Lake, Munster, and Schererville.
City
Population
Median Family Income
Crown Point
29,176
$69,935
Merrillville
34,994
$53,281
Lowell
9,519
$49,173
Valparaiso
33,104
$49,656
St John
16,800
$93,802
Marketing Program
We will employ three different marketing tactics to increase customer awareness of the Triple
Threat Bar and Lounge. Our most important tactic will be word-of-mouth/in-store marketing.
This will be by far the cheapest and most effective of our marketing programs.
Highland
22,737
$62,738
Portage
36,505
$51,480
Dyer
15,941
$79,859
Hammond
77,134
$39,771
Schererville
28,701
$65,661
Munster
22,825
$72,532
Cedar Lake
12,183
$64,071