1. MARKET ANALYSIS OF LICENSED HOUSES

2. INTRODUCTION Definition Analysis of the environment Analysis of Competitive structure Analysis of Stakeholders Analysis of Key markets and customer trends Groups Predictions

3. ANALYTICAL TOOLS EMPLOYED D.E.E.P.L.I.S.T Porters Five Forces Stakeholder Mapping Value Added Analysis Generic Strategic Group Analysis

4. D.E.E.P.L.I.S.T Demographic - targeting demographic groups has had a positive effect Economic slowdown Ecological - increased awareness Political Legal - relaxed licensing laws Information - from abroad to the UK

5. D.E.E.P.L.I.S.T cont.. Socio- cultural - trend of eating out Technological - benefits to consumer and organisation

6. PORTERS FIVE FORCES

7. STAKEHOLDER MAPPING

8. VALUE ADDED ANALYSIS Value mainly in marketing and sales Word of mouth recommendation essential Gear towards market segment Increase in media advertising for pubs

9. GENERIC STRATEGY OPTIONS ANALYSIS

10. GROUPS PREDICTIONS Current economic situation Long Term Investment Differentiated Product/Service

11. THANK YOU ANY QUESTIONS?