1. Business Strategy presentation by Chloe Wells Charlotte Robertson Suzanne Wotton Martyn Lee Damir Terzic

2. Licensed Houses w Introduction w Market Size and Trends w Consumer Trends w Competitive Structure using Porter’s Five Forces w DEEPLIST Analysis w The Future using Scenario Analysis w Conclusion

3. Licensed Houses Introduction w What is a ‘Licensed House’?

4. Licensed Houses Market Size

5. Licensed Houses Market Trends w Supply of beer orders w Decline in outlets w Non brewing pub chains w Large theme pubs w Targeting the market w Licensing legislation w Increased catering w Decline in beer consumption w Competition

6. Licensed Houses Consumer Trends w Age 55+ 35-44 18-24 w Gender Working Women w Lifestyle

7. Licensed Houses Competitive Structure Substitutes Threat of substitute products or services Potential Entrants Threat of new entrants Buyers Bargaining power of buyers Suppliers Bargaining power of suppliers Industry Competitors Rivalry among existing firms w Porter’s Five Forces

8. Licensed Houses Lead Players w Punch Pub Company 4,095 w Scottish and Newcastle 3,280 w Bass Leisure Retail 3,033 w Whitbread Pub and Bar Company 3,002 w Enterprise Inns 2,580 w 62,062 pubs in the UK in January 2001

9. Licensed Houses DEEPLIST w Demographic w Economic w Ecological w Political w Legal w Information w Social w Technological

10. Licensed Houses EconomicEcological w Women customers w European Monetary Union w Theme pubs w Main growth w Organic/GM food w Organic beer

11. Licensed Houses Political w Block Exemption w Supply of Beer Orders w Licensing reforms w The British pub

12. Licensed Houses Legal w EU regulations Disability Act 2004 Drink-driving laws Working Time Directive Minimum Wage w Opening times 24-7 World Cup example Critics

13. Licensed Houses InformationSocial w Attitudes to alcohol w Brand influence w Pre-clubbing bars w Keep up to date

14. Licensed Houses Technological w Internet w Control systems

15. Licensed Houses The Future Using Scenario Analysis w 24-hour opening times w Theme pub and super-pub market w Competition w Joining the Euro w Future legislation

16. Licensed Houses Conclusion w Future of the Market. w Competitive Market. w Analytical Tools. w Consumer Trends.