Today, leisure and entertainment industries are closely intertwined and Club IT is the company that can close the gap between these two industries. Club IT is offering its customers leisure and entertainment services.
Basically, the mission of Club IT is offering its customers live music, dance space and refreshments, while the overall objective of the company is the formation of loyal customer groups which will form specific communities attending Club IT regularly and spending their leisure in Club IT. In such a way, the company attempts to form its own clientele and find its niche in the market.
As for clientele of the company, the target customer group is the youth. To put it more precisely, targets customers of the company are young people at the age of 20-30, who get used to spend their time while listening music, dancing and communicating with each other. In fact, Club IT focuses on the music which is interesting for young people (hip-hop, techno, electronic, etc.). Hence, people in the late 40s will hardly be interested in such music.
Taking into consideration the target customer group of Club IT, the company should use modern IT and telecommunication systems, especially Internet, with the help of which it is possible to maintain the communication within “Club IT community”¯. Obviously, Internet is particularly efficient means which can link people attending Club IT regularly.
To succeed, the company needs to apply the customer-centered strategy focusing on the formation of customer loyalty to the company. Customer loyalty will maintain or even increase the number of customers attending Club IT and, therefore, create the basis for the further growth.
Thus, in conclusion, it should be said that Club IT should be focused on young customers interested in music and enjoying dances and communication.