Relocating A Gala Club
A Gala Group case study

Page 0: Introduction

Where managers decide to locate business units is one of the most important influences on the performance of any developing business. For nearly all types of business organisations, locating a business unit is not a decision that is taken lightly today and then changed next year. Issues associated with either locating or re-locating a business are essentially long-term, with decisions made today...
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Page 1: Gala Clubs

The core business of Gala Clubs is bingo. Bass PLC originally owned it, but in 1997 it became a private limited company following a management buy-in. Management buy-ins often happen when large commercial organisations have to make strategic decisions about what to do with parts of a business. Capital is raised externally by a management buy-in team. A management buy-in team, led by John Kelly and...
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Page 2: Old Street, Ashton

Known locally as Ashton, Ashton-under-Lyne is a short distance to the east of Manchester. The bingo market in this area consists of independent clubs operating from small, former cinema premises with few development opportunities and no parking. There are currently five bingo clubs to the east of Manchester, including the Gala Club, achieving around 9,900 weekly admissions between them.The Gala...
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Page 3: The New Site

The development site identified for the new Gala Club consists of approximately 1.7 acres, at the moment occupied by warehouses waiting to be demolished. This forms part of a 4.1 acre wider development for retail and leisure users, on the northern edge of Ashton Town Centre. The location is two minutes walk from the existing bus station.It is proposed to relocate the existing Gala Club into a...
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Page 4: Access And Parking

Service industries such as entertainment and retailing have to locate near their customers and provide a range of facilities that make them convenient to use. In fact, for many such organisations, location is a key factor that helps to differentiate the organisation and sets it aside from its competitors. The new Gala Club is to be situated on the north edge of the town, within easy walking...
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Page 5: Membership Information Database Analysis System (MIDAS)

It is the job of marketeers to develop a close understanding of the needs of their customers. They can then develop services that meet their needs more precisely than their competitors. It is important that they understand why customers make decisions, who their customer groupings are, what they are looking for and how they want their service provided.Organisations often use their own specialist...
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Page 6: Membership Analysis

The breakdown of population and the bingo potential within three miles of the new site, based upon 1999 figures, is as follows:The data shows that within three miles of the Ashton area, 8.1 per cent of people play bingo which is well above the national average of 6.3 per cent. The main catchment area for the new Gala Club at the different location will be within two miles, where there are 80,726...
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Page 7: Demographic Profile

Within the two mile area of Ashton the population of 80,726 has increased by 1.8 per cent since 1987. One of the most frequently used methods of classifying customers into groups is to look at socio-economic groupings or social stratification, which provides a reliable guide to the relationship between occupation, income and lifestyle. For example, C2 would be skilled workers, D would be unskilled...
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Related: Gala Group
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