• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Market Research: Opening a Public House in Wallingford.

Extracts from this document...

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.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. Opening an Arcade – Feasibility Study

    SNOOKER/POOL TABLES: I have also done some research to work out how much money I will make from the snooker and pool tables. I will be pricing the 12 ft snooker tables at �3.50 per hour, this is cheaper than my competitors, the sportsbowl and the classic, and this should help me get more customers.

  2. Promotional campaign for Pizza Pan foods in Malaysia

    Then usage of 'rolling' promotional cycle will be practiced, for example, concentrating promotional activity on a different segment every three or six months and choosing a time period for the 'cycle' appropriate to business. In this way we can still cover several market segments but achieve a greater return on effort by focusing on one segment at a time.

  1. Identify a marketing strategy for the Lydiard Travel Inn, Beefeater Restaurant, and Pub and ...

    Whitbread's vision is: "To be the customer's first choice for enjoyment as the UK's leading Leisure Company" The company is constantly examining its vision to ensure that it is both relevant and stretching. They are always reviewing their mission statement to ensure that it is relevant to Whitbread in 2002.

  2. Research objectives for Somerset house.

    gallery, one Britain's largest art galleries as I have identified them as Somerset house's main competitors. I hope to speak to the marketing manager to find out which strategy they use and how they market there products. I will also need to find out information such as products on offer, prices charged and which products attracts the most people.

  1. Investigating Market

    Satisfying is when the companies will aim to make a satisfactory level of profit. This could affect everyone involved within the business e.g. the shareholder not being happy, to the employees wanting a higher wage or investing into better technology to improve their products; none of these can be met if there is not profit funding the business.

  2. Section 2 - Market Research

    Even though it will take a lot of time and money people or may lie or not bother to do it, I am still conducting a questionnaire as it is important for my business to get more customers and find out trends in the market.

  1. Market Research

    Quantitative Techniques: As the term implies, it relies upon mathematics. It can also be split into time-series analysis and casual techniques. Examples are: * Moving Averages: The technique is very simple and involves the data in a time series. The longer the moving average, the greater will be the 'smoothing',

  2. Prepare a market strategy for Lucky Restaurant.

    When all the factors in the study have been considered, it will be possible to draw a conclusion about the most appropriate marketing mix for Lucky to adopt. Hypothesis An effective market strategy should allow potential customer who purchase from Lucky to find out about the restaurant and purchase their desired goods.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work