Business Strategy Sara Aldridge, Iain Blinko, John Cubbin, Richard Marrett and Vicky Palmer Licensed Houses

Licensed Houses : Environmental Analysis Source: Exploring Corporate Strategy 4 th Edition, Johnson, G & Scholes, K 1997

Licensed Houses : Drinking Trends A shift away from full-bodied dark drinks, like stout, whisky and dark rum. A growing liking for lighter coloured drinks like lager and vodka. The rise of the wine-drinking habit. A major shift in the place of consumption away from the on-trade towards the off-trade. Growing appreciation of foreign, imported, premium beers. 12 million + people visit a pub at least once a week (second only to T.V. viewing). In a Mintel survey of 25,000 people from 1995 to 1999 the percentage of pub visitors varied by approximately 1%.

Licensed Houses : Annual Pub Turnover

Licensed Houses : Turnover of Chains/Independent Pubs

Licensed Houses : Catering Revenue

Licensed Houses: PEST Analysis POLITICAL 24 hour licensing laws Minimum wage Monopolies Disabilities Discrimination Act ECONOMIC Customer PDI rates Recession Euro Expansion SOCIAL Leisure trends Population trends Fashion Consumer spending Transportation TECHNOLOGICAL Increased use of I.T. Centralised purchasing Automatic measuring systems New innovations

Licensed Houses: Scenario Analysis 24 hour licensing laws Increase in price of home sports viewing Drink driving Smoking ban in pubs War on Terrorism Foot and Mouth Outbreak Decrease in popularity of alcohol

Licensed Houses : 24 Hour Licensing - Stakeholders Map

Licensed Houses: 5 Forces Analysis Source: Exploring Corporate Strategy, 4 th Edition Johnson, G & Scholes, K 1997

Licensed Houses: Organisational Structure

Licensed Houses : Pub Market Segments in Bournemouth A – Local Pub B – Modern Pub C – Family Pub D – Café/Bar E – Yuppie Bar F – Pre-Club Bar

Licensed Houses : Directional Policy Matrix StrongMediumWeak High Medium Weak A C B D F E

Licensed Houses : Product Life Cycle AB C D E F A – Quiet Local B – Modern Pub C – Family Eating D – Café/Bar E – Yuppie Bar F – Pre-Club Bar

Licensed Houses: SWOT Analysis STRENGTHS Good social environment Chance to escape/relax More choice WEAKNESSES Unemployment rise, fall in PDI Current licensing hours OPPORTUNITIES Home deliveries Expansion of chain brands 24 hour licensing THREATS Supermarkets, off-licenses etc Home delivery of alcohol Growth of ‘pre-club’ bars

Licensed Houses : Predictions 1-5 Years Industry expansion after initial downturn Increase in chain owned SBU’s Commercial branding will saturate the market 24 hour Licensing will become available to all The catering percentage of public houses total revenue will increase

Licensed Houses Any Questions?