slide: 4ps

Price

Place

People

Physical Environment

I will talk about price, place, people аnd physical environment.

2 slide:

Price (Explanation)

The daily forecast in Hard Rock cafe is further broken into hourly sales, which drives employee scheduling.

· An hourly forecast of $5,500 in sales

· translates into 19 workstations

The daily forecast in Hard Rock cafe is further broken into hourly sales, which drives employee scheduling. An hourly forecast of $5,500 in sales translates into 19 workstations, which are further broken down into a specific number of wait staff, hosts, bartenders, and kitchen staff.

3 slide:

Place (Explanation)

First cafes were opened in 1982, when Tigrett and Morton agreed to develop their own Hard Rock Cafes in various parts of the world.

· Morton opened Hard Rock Cafes in Los Angeles, San Francisco, Chicago and Houston.

· Tigrett opened in New York, Dallas, Boston, Washington, D.C., Orlando, Paris and Berlin, eventually selling his interest to Mecca Leisure.

Hard Rock began its global expansion in 1982, when Tigrett and Morton agreed to develop their own Hard Rock Cafes in various parts of the world. Morton opened Hard Rock Cafes in Los Angeles, San Francisco, Chicago and Houston. Tigrett opened in New York, Dallas, Boston, Washington, D.C., Orlando, Paris and Berlin, eventually selling his interest to Mecca Leisure. In 1990, The Rank Group, Plc. a London-based leisure company, acquired Mecca and continued expansion of the concept in their geographic territory. Rank then acquired Hard Rock America from Peter Morton, and Hard Rock Canada from Nick Bitove. With these acquisitions, Rank consolidated worldwide control of the Brand, and with it, one of the most universally recognized trademarks. With 138 venues in 42 countries, Hard Rock has become a truly global phenomenon.

4 slide:

People (explanation)

· Meal from the menu

· Eating with special rock music

· Targeting on tourists.

The concept focuses on three main strategic points: custom meal from the menu; eating with special rock music; and targeting on tourists. 70% Hard Rock’s customers are from tourism. However, economic crisis makes Hard Rock change that strategy by making customer target bigger. While tourism is affected much by economic variation, number of local customers seems to be regular. As a result, Hard Rock Cafe Nottingham, England opened in April 2002.

5 slide:

Physical environment

· collection of rock and roll memorabilia

· of music memorabilia

· autographed guitars

· costumes from world tours

· rare photographs

Hard Rock Cafe is known for its collection of rock and roll memorabilia. The cafes solicit donations of music memorabilia but also purchase a number of items at auctions around the world, including autographed guitars, costumes from world tours and rare photographs; these are often to be found mounted on cafe walls. The collection began in 1979 with an un-signed Red Fender Lead II guitar from Eric Clapton, who was a regular at the first restaurant in London.