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Market Research: Opening a Public House in Wallingford.

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Introduction

Market Research: Opening a Public House in Wallingford Traditionally, a public house is a building licensed to sell alcohol to the general public. This traditional image has dramatically changed since licensed pubs were first opened. More common now are pubs/restaurants where the customer can buy meals as well as drinks. Pubs also have televisions with SKY satellite systems to attract crowds when big games are played, as well as pool tables, jukeboxes, dart boards and fruit machines. I will be looking at whether opening a pub in the Wallingford area would be beneficial, if it would need any of these extra attractions or if people prefer more traditional pubs. I will try and find out what Wallingford doesn't have, so I could have a unique selling point for my pub. The problem I face is finding out if there is a gap in the market for a pub in Wallingford area and if so where it should be, what features it should have and how it should be run. For the style and running of the pub, I will look at gaining a competitive edge over the local competition. To decide on a location I will look at accessibility, the site and the competition. For running the business I will use questionnaires to try and gage the market trends in order to use these to my full advantage. ...read more.

Middle

I think it is possible to attract young people as well as families, thus cashing in on the two largest groups of consumers. By having pool tables, dart boards and fruit machines as well as music in the evenings, young people will be attracted to my pub. During the day I plan to serve food and accommodate families with small children, but with nothing substantial enough to get in the way in evenings. The pubs in the Wallingford area can be broken down into two groups, the modern and the traditional. The traditional selling ales and beer with a smaller range of stock, and the modern with a wide range of stock, fewer beers and many spirits and drinks such as Smirnoff Ice and WKD. In my research, I have worked out that my only real competition (pubs aiming at the same customers as me) are The Boathouse, The Cross Keys and possibly The Royal. As the Cross Keys is quite far away, I need to concentrate on the Boathouse. PRIMARY DATA I asked 15 questionnaires to people in the three pubs I just mentioned, so I could judge any trends in the market. These were my results: Age: 7 18 - 24 5 25 - 44 3 45+ Sex: 7 Male 8 Female Which of the following would most likely convince you to visit a pub? ...read more.

Conclusion

These bands would also bring along their friends and family as support, and if they win they could play a few more times, bringing their friends again. I would need to advertise for staff as well as customers, and could use the local job agency (Second Site) as well as local newspapers to do this. I think a big part of attracting customers is the atmosphere of the surroundings. Because I will be aiming my pub towards the same kind of people as the boathouse, I need to find a weakness of the boathouse. A major weakness is the happiness of the staff, after talking to them I found that they all feel that they are being overworked, underpaid and generally treated badly by their manager. By treating workers better, and making them happier at work, this spreads to the customers and they have a more enjoyable time. I have also research the costs of advertising such as banners and posters, and using www.bannersuk.com the price of a banner for the front of the pub would be around �60 - �80, depending on the size. I also look around for the cheapest leaflet printers I could find, and found www.rcs.plc.uk/start.asp who offer 500 leaflets for only �60. The only way I will know if my promotions were successful is by seeing the turnout in the first few opening weeks. Hopefully, with the special offers and music, it would be very successful. Emma Stevenson AWI Market Research 1 ...read more.

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