The value put for a certain commodity relies on the main segment targeted, the costs of production, the demand-supply, and several other direct as well as indirect contributing factors. The report will be focusing on the 6 p’s including price, promotion, people, presentation, placement, and product. Secondary data approach was also chosen because is its ease of accessibility saves on money, and it is feasible of international and longitudinal comparative studies. 37) secondary sources of data collection is advantageous in that it saves on time because it is easily accessible online. Data collection will be through online research. Data used in this report will be secondary data gathered for a period of five years. The study originated from the need to examine what gaps exist in the Emerson nightclub’s marketing plans that make it not outshine its competitors. With information on the competitors’ strengths and weaknesses, it will be easier to make an effective marketing plan Emerson nightclub. Lux nightclub main strength includes live performances from artists on Fridays, Saturday and Sundays. The strongest points for Club 23 are crafted cocktails, balcony views of Melbourne and club nights. Lovemachine is mostly deals with entertainment music in their rockstar booth, mezzanine booth, balcony booth and dance floor booths. Since this is a long-term goal, it requires selling more than the competitors by the end of year five with medium-term and short-term increments as appropriate (Mcdonald 1999, n.d).īiggest competitors for The Emerson nightclub are Lovemachine nightclub, Club 23 in Crown and Lux nightclub. The goal of the marketing plan is to get more customers for Emerson nightclub and sell more of the goods and services offered. Medium-term goals will include actions from one year to three years. Long-term marketing goals will take three to five years while short-term goals will take a year or less. The marketing plan establishes short-term, medium-term and long-term goals and strategies. It also offers dining places for Australian dishes. The nightclub offers accommodation for events including large corporate parties in their cocktail lodge or on the rooftop, private celebrations in their booths, and destinations for almost every other occasion. This report focuses its study on The Emerson nightclub that spans in three levels of services club, rooftop, and cocktail bar and lounge. Generally, marketing planning will help in achieving objectives, avoiding future uncertainties, communication and coordination among departments, control, and management by objectives (Kotler 2000, p. This forward looking exercise will determine the future strategies of this organization with special reference to its market development, sales promotion, channel design and profitability. This systematic and disciplined exercise will formulate marketing strategies for The Emerson nightclub. Planning governs survival, prosperity and growth of any enterprise in an ever-changing and competitive environment (Jain 2000, P. The first management function to be performed in the process of management is planning. Marketing planning involves setting up the objectives for a marketing strategy and scheduling and determining the steps necessary to achieve such objectives.