How A Case Study Appears Essay Research

How A Case Study Appears Essay, Research Paper

INTRODUCTION

This Case Study reports on the business called The Oyster Bar. This study has been conducted over term three as part of this years requirement for Year 12 PAS Business Studies. In this project I have studied the business functions of The Oyster Bar through studying the four main areas of Business Environment, Work Environment, Financial Environment and Technology. This research includes and has been prepared as an informative collation of the studies we have completed through the course of the whole year.

ABSTRACT

This report indicates the current business profile of The Oyster Bar, a hospitality service in Adelaide. The report shows the position of the bar in regard to a number of key aspects that relate to the conduct of business life. Following a written request for this study the information for this project has been obtained through several telephone calls and visits to The Oyster Bar to have meetings with one of the Company Directors, Jason Bernardi and the Manager Richard Williams about the relevant topics .

BUSINESS ENVIRONMENT

Rational & Historical Development

In 1996, on East Terrace in the city of Adelaide sat an empty building. It was not vacant however in the mind of Jason Bernardi. He saw an image of a thriving business. That image is today The Oyster Bar and can be found at 10-14 East Terrace in the Central Business District (CBD) of South Australia’s heart – Adelaide . After a detailed analysis based on key questions I have found out the following information.

Reasons for Location

The site for The Oyster Bar was chosen for its prime location and convenient land size. One of the main reasons for choosing this site was the large numbers of passing traffic. This means the business is constantly seen by people in cars and walking past.

Parking is a problem, though parking in any large city is always difficult and the East End of Adelaide is no exception. So this does mean that customers must first overcome the car

parking fiasco before entering The Oyster Bar.

Benefits of Location

The Oyster Bar’s location is close to many seasonal Adelaide events. For some events, the road outside is closed to traffic to encourage people to party. Some of these events include:

Tour Down Under

St. Patrick’s Day

V8 Car Racing

Le Mans Race

Fringe Festival

Structure & Organisation

This business is legally structured as a private company and one of the owners, Jason Bernardi, describes this tertiary type company as a good organisational basis on which the business can function.

Business Functions

The prime function of this company is to provide hospitality to customers. The Oyster Bar provides liqueur, cheese boards and salmon platters as well as South Australian bred oysters as its main functions. These products are all single use consumer goods with all goods and services provided over a bar that shelters the main decorative focus of the bar, a large ice-mountain that also stores all the beers, wines and champagnes.

The Oyster Bar & Other Sectors:

Competition

Direct competition to The Oyster Bar includes P.J O’Brien’s Irish Pub, the Stag Hotel, The East End Exchange, The Botanic, and also the Crown and Anchor Hotel. These competitors are all located close to each other therefore everyone is competing against everyone else. See Table 1. for details of competition.

Table 1. Example of Competition

Stag Hotel Oyster Bar

Price $9.00 $12.00

Number 15 (per doz) 12 (per doz)

Fresh daily no yes

Entertainment is another form of competition as that is popular with the general market of customers within the CDB .

The size of the building in which a business is done can affect consumer service. To run a business that serves liqueur needs a license. This license also says how many people can fit into a building at a time. On a Tuesday when the place is packed out because of the reduced oyster prices, the bar license stops any extra people being allowed in and this restricts the amount of business that can be done.

Also storage space restrictions affects the discounts that could be gained on bulk orders.

Products, Services & Markets

For marketing, The Oyster Bar relies mostly on good service and word of mouth. Jason Bernardi says that “a good staffing line up, providing the best possible service is the best form of marketing and it is this that sells the business”.

Other techniques used in marketing include a website , the business name on all staff uniforms and sale of these clothes such as tops and baseball caps to customers. Radio promotions as well as newspaper advertisements are also used.

Consumer Demand

In today’s liqueur business, there are many drinks that are fashionable and so The Oyster Bar needs to have these in order to make customers happy and make a profit. Staff need to pay attention to requests for any beer not in stock, then make the decision as to whether or not they should invest in this new product.

Oysters are not everybody’s favorite food, so staff again need to take notice of whether more people like cooked oysters rather than raw, or

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