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.
Table of Contents
1 EXECUTIVE SUMMARY
2 INTRODUCTION
3 MARKET ANALYSIS
3.1 MARKET CHARACTERISTICS
3.2 MARKET POTENTIAL
3.3 CUSTOMER ANALYSIS
3.4 COMPETITOR ANALYSIS (PRIMARY/SECONDARY)
4 SEGMENTATION ANALYSIS
4.1 DEMOGRAPHIC
4.2 GEOGRAPHIC
4.3 PSYCHOGRAPHIC
4.4 BEHAVIOURAL
5 UNIQUE SELLING POINT (USP)
6 THE MARKETING MIX
6.1 PRODUCT/SERVICE
6.2 PRICE
6.3 PROMOTION
6.4 PLACE
6.5 PEOPLE
6.6 PROCESS
6.7 PHYSICAL EVIDENCE
7 SWOT
7.1 STRENGTH
7.2 WEAKNESS
7.3 OPPORTUNITIES
7.4 THREAT
8 CONCLUSION
Project Objective and Themes
The primary objective of this report is to analyze the market potential for a new business concept called 'Stammtisch', a hybrid venue in Central-West London that combines a traditional German pub atmosphere with sports entertainment. The project evaluates the viability of this niche market by assessing target demographics, local competition, and marketing strategies.
- Market positioning of a German-themed venue within the London pub sector.
- Analysis of the German-speaking community in Greater London as a primary target audience.
- Assessment of consumer trends in the UK pub and bar industry.
- Implementation of a marketing mix strategy to differentiate the business from established competitors.
- Strategic SWOT analysis regarding operational strengths and market threats.
Excerpt from the Book
3.1 MARKET CHARACTERISTICS
The pub/bar market has much competition especially in Central-West-London. According to Mintel the amount of all UK pubs is 71,000. Within this figure the share of managed venues which are owned and managed by the same company is evaluated as 60% and the rest of market share 40% are independent. Making a distinction, the managed and branded venues located on so called High Street amount to 2,700 venues across UK (Table 1).
High Street pubs/ bars are defined by their location. Because ‘Stammtisch’ will be located in this area the research is mainly focused on the High Street pubs/bars. The most of the venues are geared toward young people, including students as they are claiming the most market share (more details in ‘customer analysis’). The most pubs offer many entertainment programs (e.g. football matches, karaoke, quizzes, theme DJ evenings etc). According to Table 1 the amount of venues peaked up in 2002 whereas growth of turnover peaked up in 2001 (value growth of 21%) and growth then declined to 11% in 2002 and it will be expected at £2,7 billion in 2004.
Summary of Chapters
1 EXECUTIVE SUMMARY: This chapter provides a brief overview of the business concept, emphasizing the potential for a unique German-themed sports pub in London.
2 INTRODUCTION: This section outlines the project's focus, identifying the niche target market consisting of the German community and curious locals in Greater London.
3 MARKET ANALYSIS: This chapter examines the competitive landscape of the UK pub market, highlighting industry saturation, consumer habits, and specific data on themed pubs.
4 SEGMENTATION ANALYSIS: This section breaks down the target audience using demographic, geographic, psychographic, and behavioural criteria.
5 UNIQUE SELLING POINT (USP): This chapter defines the core differentiator of the business, focusing on originality and the role of the pub as a cultural contact point.
6 THE MARKETING MIX: This section details the operational strategy, covering product service, pricing methods, promotional tactics, and the physical environment.
7 SWOT: This chapter provides a critical look at the internal strengths and weaknesses of the concept, alongside external opportunities and threats in the London market.
8 CONCLUSION: This final section summarizes the findings, confirming that despite industry challenges, the lack of direct competition provides a viable entry point for 'Stammtisch'.
Keywords
Stammtisch, London, German Community, Pub Market, Sports Entertainment, Niche Market, Market Analysis, Segmentation, Marketing Mix, SWOT Analysis, Disposable Income, Customer Trends, Business Development, Hospitality Industry, Demographic Analysis.
Frequently Asked Questions
What is the core purpose of this business report?
The report serves as a feasibility study for the launch of 'Stammtisch', a proposed German-themed pub located in Central-West London, designed to cater to both the local German-speaking community and sports fans.
What are the central themes explored in the text?
The core themes include market saturation in the UK pub sector, the cultural needs of the German diaspora in London, the impact of sports-themed entertainment, and strategic business positioning.
What is the main research question or goal?
The primary goal is to determine if there is sufficient market demand and a clear competitive gap to successfully launch a German-style pub that offers a unique cultural and social hub in London.
Which scientific methodology was applied?
The analysis utilizes secondary research, incorporating market reports from Mintel, statistical data from the UK government, and demographic insights from the National Pubs Week and official census data.
What topics are covered in the main body?
The main body covers market characteristics, detailed customer segmentation, the development of a unique selling point (USP), a comprehensive marketing mix, and a thorough SWOT analysis of the venture.
Which keywords define this document?
Key terms include 'Stammtisch', 'Market Analysis', 'German-Community', 'Niche Market', 'Hospitality', 'Segmentation', and 'Marketing Mix'.
Why is the 'Stammtisch' concept considered to be filling a market gap?
The author argues that while London has many pubs, there is a lack of specialized venues that cater specifically to the German-speaking community for social gatherings and German-language sports broadcasts, a demand identified through internet forums.
How does the author propose to handle the pricing of services?
The author suggests using the cost-plus-pricing method, a common practice in the restaurant and pub industry, while remaining competitive with nearby venues to ensure affordability for the target demographic.
- Quote paper
- Markus Kutscha (Author), 2005, Developing a small business - German pub 'Stammtisch', Munich, GRIN Verlag, https://www.grin.com/document/70642
