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THE PUB: SURVIVE, THRIVE OR DIE

ISM GROUP 2 HSU SHEN CHEN YAYOI MATSUSHITA 2060571 2060501

LI HAOZHE
YUE NING KHAWAJA JAWAD

2062847
2055698 2058531

PESTEL ANALYSIS
M YAYOI

Political Factors - Disciplinary Guidelines - the Canadian University Reciprocal Insurance Exchange

Economic Factors - be driven by tourism and the students, stuffs and visitors of Mount A - Financial Crisis - Infrastructures - the Canadian Food Services and Drinking Places industry (growth) - sales of alcoholic beverages declined (14 %)

Social Factors - increase undergraduate enrollment by 34 % between 2001 and 2011 (female enrollment from 61 % to 64 %) - all employees of the Pub were students - the majority of students prefer the dance club on weekend

- alcohol consumption pattern in Canada


Technological Factors - the Pubs open access Web site Environmental Factors/ Global Factors - BACCHUS Canada - the Health Matters Society Legal Factors - Legal drinking age (19 years old) in Canada

FIVE FORCES ANALYSIS


HASEL

1.HIGH LEVERAGE OF RIVALRY

(1)Industry growth- more pubs, more competition (2)Pubs with good phenomenon attract more customers(e.g. Duckys to the Pub)

(3)High fixed cost(e.g. staff salary, maintenance etc.)


(4)Brand identity(patrons)

2.LOW LEVERAGE THREAT OF NEW ENTRANTS

(1)Regulation limitation- sell alcohol to 19 is not allowed


(2)Brand identity (3)Capital requirement- facilities, staff, insurance (4)Access to inputs(e.g. alcoholic beverages)

3.HIGH THREAT OF SUBSTITUTES

(1)Varity of substitutes(e.g. caf, bars, cafeteria) (2)High buyer inclination to substitutes- better lifestyle orientation (3)Switching cost is relatively low

4.HIGH BUYER POWER

(1)Buyer volume decreased- health care, fickle and quick to move (2)High bargaining leverage(e.g. student unions response in the case) (3)High price sensitivity (4)Buyer concentration switches to off campus bars and cafs (5)Substitutes like cafs and coffee shops offer the same function like bars (6)Buyers have low switching cost

5.LOW SUPPLIER POWER

(1)Suppliers are not concentrated (2)Switching costs are low

SWOT ANALYSIS
KHAWAJA M. JAWAD

Strength
Uni official Pub Non profit so less price Scooter social circle Old and established within the community Dance floor

Weakness
Old worn out Small target market lack of staff (customer waiting) Drinks and snacks on menu no food Advertisement restrictions University premises

SWOTPUB
Opportunities
New place Addition in menu according to trend New Market (Corporate & Conference) Price less so tackle the competition New Facilities

Threats Competition Substitutes Students trend changing, health consciousness

ADVANTAGES & DISADVANTAGES


JASON

Advantage and Disadvantage of new location


Advantage: 1. More cash register, higher efficiency. 2. Higher efficiency store layout. Ex: More serving stations, four bartenders. 3. Better decoration for attracting other group of customers (Corporate and conference guests). 4. A kitchen which could offer hot food. 5. Debit card available. 6. An ATM of university near The Pub. 7. Better facilities, such as tables and dish washes. Disadvantage: 1. Smaller space. 2. Old culture and atmosphere will no longer exists. 3. Lower capacity of customers. 4. A loan of more than $100,000 provided by university.

FURTHER ACTIONS
IAN

Further actions

Organization

Hiring a non- student full-time employee (more bartenders) Motivating employees (e.g. monetary reward) Restraining employees behaviour (e.g. regulation)
surrounding A clear signage Disabled access Improving the layout of the pub (e.g. cash register, easy-cleaning floor)

Operation
Advertisement through social network (Facebook, Twitter) Open on Sunday and Monday morning is closed Replacing insurance provider Separate operating (caf during the daytime, bar in the evening)

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