Club IT, Part One
BIS 219
Club IT, Part One

Club IT is an up-and-coming downtown nightclub that caters to local musicians, DJ talent, and music lovers of all ages. The owners, Ruben Keys and Lisa Tejada, endeavor to provide a comfortable, friendly atmosphere that keeps customers coming back on a regular basis. The goal is to move from a “brick-and-mortar” business to a “click-and mortar” business leveraging the Internet for marketing, customer service, sales, and information sharing (Rainer & Turban, p. 38). Embarking on business-to-consumer e-commerce strategy will broaden the company’s customer base and showcase what the club does best, music. Lisa and Ruben have a clear mission, “to offer live music, DJ’s, dance space and refreshments that suit your lifestyle.” They believe that customers are also friends and seek to build a community that considers Club IT a regular meeting place. The goal is to extend the company’s reach and provide a portal in which customers can get information, listen to song selections, and buy merchandise. This will enhance the customer experience and enable the club to market its artists and events. The customer demographics are young adults ages 21 to 35. The club specializes in Hip-hop, Techno, Electronica, and some Top 40 music. Friday and Saturday nights feature live bands and local talent. Weeknights, talented, local Disc Jockeys create a high energy atmosphere and play the latest dance music. Each month the club showcases a different music genre featuring music from Folk to Country to Jazz. This club has a large selection from the local music scene. The clubs current information resources include an employee portal controlled by user name and password. This employee portal includes personal information (hours, pay, vacation and sick leave), along with the clubs ordering, sales, and budget. Management of the clubs information resources are handled by the clubs managers/owners Ruben Keys and Lisa Tejada. All supply orders need to be approved by Ruben and Lisa before being placed. The core operations are supported by a Transaction Processing System (TPS). This system monitors, collects, stores, and processes data from the clubs daily business transactions. The Customer-orientation strategy is a good choice to assist Club IT gain a competitive advantage in the nightclub market. This strategy focuses ways to make customers happy. An interactive Website will be effective in this area. The Club IT web-site can provide a personalized approach while building a customer-based community that has access to all the goods and services they provide. In an attempt to provide this one-to-one relationship with each customer the Club needs to gather customer information to effectively market the new web-site. Club IT management will need to make a concerted effort to obtain information related to customer demographics, music preference, and service that would bring customers into the club. Another way to help build a strong customer base and retain loyalty would be to offer free membership to the web-site. The new web-site, if done right, can be an instrumental tool enabling customers to connect with the business. Club IT is a downtown nightclub that is looking for new ways to reach out to its customers and provide an information venue for new customers. “In general, the core business of companies has remained the same. That is, information technologies simply offer the tools that can increase an organization’s success through its traditional sources of competitive advantage, such as low cost, excellent customer service, and superior supply chain management” (Rainer & Turban, p. 37). The web-site is an extension of the “bricks-and-mortar” business that uses technology to provide information and broaden the clubs community. The concepts in this paper are transferable in most industries. Businesses can leverage the Internet as an information tool that markets goods and services to all corners of the world. “Its Web site is coupled with a traditional, physical business to leverage the best of both the Internet world and the bricks-and-mortar business. The Web business traditionally brings new thinking, new distribution possibilities, and new sales outlets to the table, while the physical business brings some sense of stability and possibly even customers, concepts, brand recognition, and other resources to the Web business” (Pearlson & Saunders, p. 167).

References
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Pearlson, K. E., & Saunders, C. S. (2006). Managing and using information system: A strategic approach. New York: John Wiley & Sons
Rainer, R. K., & Turban, E. (2008). Introduction to information systems (2nd ed.). Hoboken, NJ: John Wiley & Sons.