MARKET ANALYSIS OF LICENSED HOUSES Hannah Roberts Natasha Scribbins Stefaan Maene

CONTENTS THE CURRENT POSITION OF THE SECTOR DEEPLIST TRENDS THE FUTURE POSITION OF THE SECTOR RECCOMENDATIONS AND CONCLUSIONS All information was gathered from: Mintel Reports, and BRLA, AOL and publican websites

THE CURRENT POSITION OF THE SECTOR The sector currently has 70,675 UK based licensed pubs and bars Also comprised of 4,500 nightclubs and discotheques The sector has an annual turnover of over 25 billion The sector employs in the region of 800,000 people All information was gathered from: Mintel Reports, and BRLA, AOL and publican websites

DEEPLIST

DEMOGRAPHIC yrs more visits & 65+ yrs less visits 31% men & 17% women 30% North West & 15% South 29% working, 17% not working & 14% retired 48% Pre-family, 26% Empty nesters, 17% family & 13% post-family Increasing disposable income but less spending in Licensed houses. All information was gathered from: Mintel Reports, and BRLA, AOL and publican websites

ECONOMICAL The effects of September 11 th 2001 The effects of the Foot & Mouth crisis The introduction of the Euro Increased personal disposable income Minimum wage Seasonality High Beer tax rates = 1\ 3 All information was gathered from: Mintel Reports, and BRLA, AOL and publican websites

ECOLOGICAL Global changes, i.e causes of varied weather Conservation of land All information was gathered from: Mintel Reports, and BRLA, AOL and publican websites

POLITICAL Future EU directives and red tape - employment law, food safetly, hygiene, health & safety issues, disabled access & minimum wage. Taxation laws The impact of the Euro All information was gathered from: Mintel Reports, and BRLA, AOL and publican websites

LEGAL The introduction of new licensing laws The Disability Discrimination Act Under-age drinkers ‘Bootleggers’ – Illegal cross-Channel imports. Tough new powers for the police All information was gathered from: Mintel Reports, and BRLA, AOL and publican websites

INFORMATIONAL The influence of information displayed on the internet & Intranet Online banking Publications All information was gathered from: Mintel Reports, and BRLA, AOL and publican websites

SOCIAL/ SOCIOLOGICAL/ SOCIOCULTURAL Changes in lifestyle- increased consumption of alcohol in the home (cheaper) Cocooning- increased home entertainment Increased employment of woman in the industry Growth in personal disposable income. Accessibility- Drink driving laws. All information was gathered from: Mintel Reports, and BRLA, AOL and publican websites

TECHNOLOGICAL Computerised stock control Increased use of the internet for promotion and advertising All information was gathered from: Mintel Reports, and BRLA, AOL and publican websites

The Licensed Houses Pubs Bars Nightclubs New(ish) Entrants: Successful independents E.g. Breez & Klute Substitute Products Bootlegging and drinking at home Power of the large Brewers High Taxation on Alcohol People want value for money. Customers have be- come more difficult to satisfy. PORTERS 5 FORCES MODEL

WETERSPOONSPUNCH GROUP ltd. THE SHIP, (LOCAL PUB) SHERATON HOTELBARS LOW COSTHIGH COST BROADBROAD NARROWNARROW GENERIC STRATEGIES COMPETITIVE ADVANTAGE COMPETITIVESCOPECOMPETITIVESCOPE

TRENDS WITHIN THE SECTOR Consumers require value for money e.g 78% of the UK population believe that pubs & bars offer better value for money than other outlets. 27% prefer going to the pub to eat, instead of eating at home or other outlets. All information was gathered from: Mintel Reports, and BRLA, AOL and publican websites

POSITIVE Licensing laws- boost trade? Promotional activity through internet Increase of female market share Niche branding Improved quality standards Growth in revenue from accommodation and machines NEGATIVE Staff employment Increased price competition The constant increase of real estate prices Increased taxation on alcohol Increased polarisation FUTURE POSITION OF THE SECTOR All information was gathered from: Mintel Reports, and BRLA, AOL and publican websites

Recommendations for The Future Position of The Market Investment in large licensed retail chains Unstable future of independent establishments Greater demand for consistency, and standards of quality in terms of service and product Harness individuality and uniqueness Utilisation of new technology for marketing, sales and operation Awareness & preparation of new laws and legislations Employment issues- discrimination acts, minimum wage, working hours, benefits, pension schemes Emphasis needed on the grey market

CONCLUSIONS Threat to sector due to the increase in in- home drinking & cheap alcohol obtained from ‘booze cruises’ Possible negative effects of late licensing may mean current trade is simply spread over a longer period of time. The costs involved may shadow the advantages. Expensive effects from the DDA The overall sector is stable & investment within the large retail chains is advantageous Revenue is remaining constant in an increasingly competitive & populated leisure environment Increasing trade of food within licensed premises- provides value for money

“The British pub is renowned the world over as a unique social centre, the focus of community life, and influence on popular culture, a source of history and a tourist attraction. Yet we owe it all to an invading army- which preferred wine to beer- almost 2,000 years ago.” the news letter : “all thanks to the Romans”

THE END THANKYOU FOR YOUR TIME! All information was gathered from: Mintel Reports( ), and BRLA, AOL and publican websites