The following report is based on a concept to open up a pub that would different from competitors. It will combine a traditional German-pub and Sport entertainment. This business is an absolutely new concept and missing within London. The location should be a contact point between the cultures and will be located in Central-West-London. Results indicate that this business has the prospect to develop and maintain adequate demand in the niche market.
The report shows an analysis of the market in which ‘Stammtisch’ wish to enter. In the pub-sector in London is much competition, therefore the business focused on the German- community. According to the ‘German Foreign Office’ are living about 60.000- 80.000 Germans in Greater-London. For this potentially niche market it is necessary to discover if such a pub interested for English people as well.
Inhaltsverzeichnis (Table of Contents)
- EXECUTIVE SUMMARY
- INTRODUCTION
- MARKET ANALYSIS
- MARKET CHARACTERISTICS
- MARKET POTENTIAL
- CUSTOMER ANALYSIS
- COMPETITOR ANALYSIS (PRIMARY/SECONDARY)
- SEGMENTATION ANALYSIS
- DEMOGRAPHIC
- GEOGRAPHIC
- PSYCHOGRAPHIC
- BEHAVIOURAL
- UNIQUE SELLING POINT (USP)
- THE MARKETING MIX
- PRODUCT/SERVICE
- PRICE
- PROMOTION
- PLACE
- PEOPLE
- PROCESS
- PHYSICAL EVIDENCE
- SWOT
- STRENGTH
- WEAKNESS
- OPPORTUNITIES
- THREAT
- CONCLUSION
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report presents an analysis of the pub-sector in London, focusing on the feasibility of opening a German-style pub called "Stammtisch". The report aims to understand the market potential for this concept, particularly within the German community in London. It also considers the appeal of such a pub to English customers.
- Market analysis of the pub sector in London
- Potential for a German-style pub in London
- Targeting both German and English customers
- Positioning within the pub market based on theme and entertainment
- Development of a unique selling proposition (USP) for "Stammtisch"
Zusammenfassung der Kapitel (Chapter Summaries)
The report starts with an executive summary outlining the concept of "Stammtisch" and its potential within the London market. Chapter 2 provides an introduction to the report and its objective. Chapter 3 delves into the market analysis, exploring the characteristics, potential, and competition within the London pub sector. It also includes a customer analysis and explores the potential for "Stammtisch" within the German community. Chapter 4 focuses on the segmentation analysis, outlining the demographic, geographic, psychographic, and behavioral factors relevant to the target audience. Chapter 5 discusses the unique selling point of "Stammtisch". Chapter 6 outlines the marketing mix, covering product, price, promotion, place, people, process, and physical evidence.
Schlüsselwörter (Keywords)
This report focuses on the market for pubs in London, particularly the German community. Key areas of focus include market analysis, segmentation analysis, customer analysis, competitor analysis, and the marketing mix. The report examines the potential for a German-style pub concept like "Stammtisch" to succeed in the competitive London pub scene. The report also addresses the importance of a clear USP and the role of target market considerations in developing a successful business strategy.
- Quote paper
- Markus Kutscha (Author), 2005, Developing a small business - German pub 'Stammtisch', Munich, GRIN Verlag, https://www.grin.com/document/70642
