SWOT Analysis
Strategies using strengths to address opportunities
Having a strong knowledge of what our customer base is, we can take action to increase patronage in the tavern. By striving to make the tavern a welcoming place with exceptional service, we can build loyalty with students.
‘Word of mouth’ from the university students can play a part in marketing to future patrons at the Supertav. As students are generally intrinsically social people, they are most likely to talk to other friends and family of their experiences at the Supertav. If we can ensure that these are always good experiences, future students and other people in the Joondalup area that are reached through word of mouth will most likely frequent the Supertav, giving us the opportunity to maintain them as customers.
As well as having a desirable product, we can aim to provide a desirable service for the university. There are a growing base of student clubs and associations, with limited space and resources to host functions. Being able to provide these types of services for clubs and associations within the university can add to the revenue of the tavern.
Strategies to reverse weaknesses to address opportunities
Even with having restrictions on the times the tavern can operate, there is opportunity to gain a lot of patronage. Utilising ‘happy hours’ with cheaper alcohol will entice more students to come to the tavern stay later if it were to be held between 5 and 6pm. The only restrictions in legislation for the use of happy hours are that they last no more than one hour, with a period of at least 4 hours in between with the latest happy hour being able to be held between 6pm and 7pm.
With students not being at university late in the evenings, ‘student nights’ can be run, having karaoke or quiz nights, to entice students to frequent the Supertav. This would enable students to enjoy a cheaper night out than if they were to go to other venues.
With opportunities to provide exceptional service and unique product, maintaining a strong reputation amongst the students is very possible. So long as providing exceptional service is preserved in the organisational culture of the business, students will continue to think highly of the Supertav.
Strategies to counter threats with strengths
We can offer a different style of service to Café Six to potentially entice more students to dine at the tavern. It has been observed that students at Café Six often ‘stand around’ waiting for their food. We can offer different service by calling out orders over speakerphone where patrons can hear from where they are seated. This style of service, we feel, will be more appealing to patrons and will allow them more time to socialise rather than wait for their food.
Offering meals, as well as drinks, will provide a service and product for non-drinkers to frequent the Supertav. This, we feel, will provide a product and service for the vast majority of people who are at the Edith Cowan University Joondalup campus.
Being ‘unique’ and easily accessible for students will give them a great alternative to other pubs in Joondalup. Being a tavern for the purpose of students, the prices of food and alcoholic drinks would definitely be cheaper than competing pubs within the Joondalup area. This we feel, will entice students to frequent the Supertav over other pubs in the area, and may also attract some non-university patrons to the tavern.
Strategies to fix vulnerabilities
With high risk in serving alcohol, it will be important to hire staff to serve as security in monitoring patrons who have exceeded their drinking limit. By having strong OH&S standards and procedures, we can minimise potential injuries suffered by staff and patrons. This would minimise damage to reputation and costs in injury claims.
There is no possible way currently to allow smoking at the tavern, but hopefully having a good atmosphere will entice them to come along. There would not be too much missed opportunities with not having smoking allowed.
With hefty fines existing for serving alcohol to students, it will be vital to check the ID of all patrons to the Supertav. Many students that begin university are 17 years old, which is below the legal age for any organisation to provide alcohol to. Unfortunately, under aged students will not be allowed onto the premises of the Supertav, but this will only affect a minority of the students at the university campus.
Having a strong knowledge of what our customer base is, we can take action to increase patronage in the tavern. By striving to make the tavern a welcoming place with exceptional service, we can build loyalty with students.
‘Word of mouth’ from the university students can play a part in marketing to future patrons at the Supertav. As students are generally intrinsically social people, they are most likely to talk to other friends and family of their experiences at the Supertav. If we can ensure that these are always good experiences, future students and other people in the Joondalup area that are reached through word of mouth will most likely frequent the Supertav, giving us the opportunity to maintain them as customers.
As well as having a desirable product, we can aim to provide a desirable service for the university. There are a growing base of student clubs and associations, with limited space and resources to host functions. Being able to provide these types of services for clubs and associations within the university can add to the revenue of the tavern.
Strategies to reverse weaknesses to address opportunities
Even with having restrictions on the times the tavern can operate, there is opportunity to gain a lot of patronage. Utilising ‘happy hours’ with cheaper alcohol will entice more students to come to the tavern stay later if it were to be held between 5 and 6pm. The only restrictions in legislation for the use of happy hours are that they last no more than one hour, with a period of at least 4 hours in between with the latest happy hour being able to be held between 6pm and 7pm.
With students not being at university late in the evenings, ‘student nights’ can be run, having karaoke or quiz nights, to entice students to frequent the Supertav. This would enable students to enjoy a cheaper night out than if they were to go to other venues.
With opportunities to provide exceptional service and unique product, maintaining a strong reputation amongst the students is very possible. So long as providing exceptional service is preserved in the organisational culture of the business, students will continue to think highly of the Supertav.
Strategies to counter threats with strengths
We can offer a different style of service to Café Six to potentially entice more students to dine at the tavern. It has been observed that students at Café Six often ‘stand around’ waiting for their food. We can offer different service by calling out orders over speakerphone where patrons can hear from where they are seated. This style of service, we feel, will be more appealing to patrons and will allow them more time to socialise rather than wait for their food.
Offering meals, as well as drinks, will provide a service and product for non-drinkers to frequent the Supertav. This, we feel, will provide a product and service for the vast majority of people who are at the Edith Cowan University Joondalup campus.
Being ‘unique’ and easily accessible for students will give them a great alternative to other pubs in Joondalup. Being a tavern for the purpose of students, the prices of food and alcoholic drinks would definitely be cheaper than competing pubs within the Joondalup area. This we feel, will entice students to frequent the Supertav over other pubs in the area, and may also attract some non-university patrons to the tavern.
Strategies to fix vulnerabilities
With high risk in serving alcohol, it will be important to hire staff to serve as security in monitoring patrons who have exceeded their drinking limit. By having strong OH&S standards and procedures, we can minimise potential injuries suffered by staff and patrons. This would minimise damage to reputation and costs in injury claims.
There is no possible way currently to allow smoking at the tavern, but hopefully having a good atmosphere will entice them to come along. There would not be too much missed opportunities with not having smoking allowed.
With hefty fines existing for serving alcohol to students, it will be vital to check the ID of all patrons to the Supertav. Many students that begin university are 17 years old, which is below the legal age for any organisation to provide alcohol to. Unfortunately, under aged students will not be allowed onto the premises of the Supertav, but this will only affect a minority of the students at the university campus.