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Marketing Research Report (Shisha)

Extracts from this document...

Introduction

Table of Contents Secondary Research.....................................................................................................................3 Mintel reports 3 A. Impact of the Smoking Ban (The) - UK - December 2007 3 1. Issues in the Market 3 2. Internal Market Environment 4 3. Broader Market Environment 5 4. Strengths and Weaknesses 6 5. Smoking Habits 7 B. Smoking Cessation Aids - UK - May 2009 8 1. Issues in the Market 8 2. Market in Brief 8 3. Internal Market Environment 9 C. Pub Visiting - UK - November 2009 10 1. Issues in the Market 10 2. Market in Brief 11 3. Internal Market Environment 12 4. Market Size and Forecast 14 5. Frequency of Visiting a Pub 15 National Statistics (Solihull - B91) 16 1. Population 16 2. Age (April 2001) 17 3. Social Grade 18 4. Smoking in Solihull 18 5. Religion 19 Surrounding and Competitors 20 1. Location 20 2. Main Competitors 20 Primary Research.....................................................................................................................................21 Observation (Shisha Lounge Hallgreen) 21 Observation (Competitors' Prices) 24 Questionnaires 25 Arcadian Shisha Lounge (ASL) SECONDARY RESEARCH Mintel reports A. Impact of the Smoking Ban (The) - UK - December 2007 This report will enable the business to analyse the impact of the smoking ban in the UK, December 2007, along with the issues affecting the market and how businesses such as pubs, night clubs and cafes are coping due to the cut of their main audience (smokers) not being allowed to smoke within the premises; this analysis the change in peoples' lifestyles due to the smoking ban. Moreover this report will also enable ASL to identify the strengths and weaknesses within the market. Overall ASL will be able to identify the people affected by the smoking ban and take into account solutions to target them. 1. Issues in the Market * On 1 July 2007 the smoking ban was introduced to the UK * Licensing is affected as it is reeling from the 2003 licensing Act * Smokers have yet to be convinced about the ban1 The UK became the first large population to be affected by the smoking ban. ...read more.

Middle

hit people are more considerate with their money, they tend to save more than spend, this is a quote from an over-55 ABC male "We tend not to go to shopping as often now so tend not to have as many meals out and that has reduced our use of pubs as eating places". Another important factor is the H1N1 virus (swine flu) as people tend to be more considerate with their socialising, e.g. consumers going to the pub to watch a live game; people will be more considerate to watch the game as their will be loads of people and viruses are easily spread. This will enable ASL to consider the recession factors and place them self in a suitable location where it could be easily accessed. Moreover consider the danger of the H1N1 virus and make sure it is not a major issue to their business operation. National Statistics (Solihull - B91) By using the National Statistic's "neighbourhood" feature, will enable the business to find statistics specifically for Solihull. This will allow ASL to find the following: * Population * Age range * Religion * Social Grade * Smoking in Solihull By using these statistics it will allow ASL to identify the types of people living in Solihull, their religion and social grade alongside how many people smoke in the region. Solihull is known to be a wealthy middle-class area and the listed statistics will help ASL prove this. 1. Population (source: office for national statistics) Solihull West Midlands England Metropolitan District Region Country All People Count Persons Apr-01 199517 5267308 49138831 People resident in households Count Persons Apr-01 198179 5186248 48248150 People resident in Communal Establishments Count Persons Apr-01 1338 81060 890681 People resident in Communal Establishments, of which People Sleeping Rough Count Persons Apr-01 0 69 83651 This table shows the number of people living in Solihull which represents 199,517 people living in Solihull. ...read more.

Conclusion

37 Mintel report appendix C (Pub Visiting - UK - November 2009, page 8) 38 Mintel report appendix C (Pub Visiting - UK - November 2009, page 8) 39 (Table) Mintel report appendix C (Pub Visiting - UK - November 2009, page 9) 40 Mintel report appendix C (Pub Visiting - UK - November 2009, page 10) 41 Mintel report appendix C (Pub Visiting - UK - November 2009, page 10) 42 (Diagram) Mintel report appendix C (Pub Visiting - UK - November 2009, page 16) 43 Mintel report appendix C (Pub Visiting - UK - November 2009, page 16) 44 Mintel report appendix C (Pub Visiting - UK - November 2009, page 16) 45 Mintel report appendix C (Pub Visiting - UK - November 2009, page 26) 46 Mintel report appendix C (Pub Visiting - UK - November 2009, page 26) 47 Mintel report appendix C (Pub Visiting - UK - November 2009, page 26) 48 Mintel report appendix C (Pub Visiting - UK - November 2009, page 27) 49 Mintel report appendix C (Pub Visiting - UK - November 2009, page 27) 50 Mintel report appendix C (Pub Visiting - UK - November 2009, page 30-31) 51 (Table) "Population" National Statistics, Appendix D 52 (small table), "Age" - National Statistics, Appendix E 53 "Age" - National Statistics, Appendix E 54 (social grade table) "Social Grade" - National Statistics, Appendix F 55 (Smoking table) "Smoking Statistics" National Statistics, Appendix G 56 (Count religion table), "Religion" - National Statistics, Appendix H 57 (Percentage religion table), "Religion" - National Statistics, Appendix H 58 Right Move - Appendix M 59http://maps.google.co.uk/maps?hl=en&safe=active&resnum=0&q=red%20sea%20sheesha%20lounge&um=1&ie=UTF-8&sa=N&tab=wl 60 http://maps.google.co.uk/maps?hl=en&safe=active&q=moon%20lounge&um=1&ie=UTF-8&sa=N&tab=wl 61http://maps.google.co.uk/maps?hl=en&safe=active&resnum=0&q=red%20sea%20sheesha%20lounge&um=1&ie=UTF-8&sa=N&tab=w l 62 Primary Research, "Observation" - Appendix N 63 Primary Research, "Observation" - Appendix N 64 Primary Research, "Competitors Prices"- Appendix P 65 Primary research - "Questionnaire" - Appendix O 66 Primary research - "Questionnaire" - Appendix O 67 Primary research - "Questionnaire" - Appendix O 68 Primary research - "Questionnaire" - Appendix O ?? ?? ?? ?? Ali Al-Abdali BLUE 1 ...read more.

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