Post on 17-Jan-2017
KARIN HACKL LEONARDO H. LACERDAMELANIE A. B. SOUZA
SUMMARY After applying our methodology which consisted in primary and secondary marketing research - the first one based in observation, a SWOT analysis with the venue’s biggest competitor and a questionnaire applied to the residents of the area, and the second based on the information collected at the Irish Census website (CSO), we present in this document our analyses of the data followed by a few good recommendations to relaunch the Long Mile Inn for Christmas and for the 2017 season hoping that the venue will start making more profit and have a good life ahead in the business and entertainment industry.
PRIMARY RESEARCH - OBSERVATION
• Saturday the 22nd September 2016• Between 1pm and 3pm• Elderly people• Around 6 customers• Other pubs close to The Long Mile Inn• Two smoking areas• Emergency locked with padlocks• Price of pints• ¾ of the pub was close• Absence of seasonal decoration
PRIMARY RESEARCH - SWOT ANALYSIS
The Long Mile InnStrengths Weaknesses
Big ScreenGood sound quality
Parking space in front of pubBig lounge and area
2 smoking areasGood price
Normal licenseDon’t serve food
¾ of area is closeInactive social media
Close fire exit
Opportunities Threats
Special Dates (ex: Halloween, Christmas)
League (sports transmissions)
Off licence just beside the pubCompetition
PRIMARY RESEARCH - SWOT ANALYSIS
The Halfway HouseStrengths Weaknesses
Serve foodTraditional carveryActive social media
Small placeNormal license
They don’t have smoking areaSmall screen
Opportunities Threats
Special dates (ex: Halloween, Christmas)
League (sports transmissions)
Off licenseCompetitors
PRIMARY RESEARCH - QUESTIONNAIRE WITH RESIDENTS
PRIMARY RESEARCH - QUESTIONNAIRE WITH RESIDENTS
PRIMARY RESEARCH - QUESTIONNAIRE WITH RESIDENTS
PRIMARY RESEARCH - QUESTIONNAIRE WITH RESIDENTS
PRIMARY RESEARCH - QUESTIONNAIRE WITH RESIDENTS
PRIMARY RESEARCH - QUESTIONNAIRE WITH RESIDENTS
PRIMARY RESEARCH - QUESTIONNAIRE WITH RESIDENTS
PRIMARY RESEARCH - QUESTIONNAIRE WITH RESIDENTS
PRIMARY RESEARCH - QUESTIONNAIRE WITH RESIDENTS
SECONDARY RESEARCH
CSO IRELAND CENSUS 2011
SECONDARY RESEARCH
CSO IRELAND CENSUS 2011
SECONDARY RESEARCH
CSO IRELAND CENSUS 2011
SECONDARY RESEARCH
CSO IRELAND CENSUS 2011
SECONDARY RESEARCH
CSO IRELAND CENSUS 2011
SECONDARY RESEARCH
CSO IRELAND CENSUS 2011
SECONDARY RESEARCH
CSO IRELAND CENSUS 2011
SECONDARY RESEARCH
CSO IRELAND CENSUS 2011
RECOMMENDATIONS
Christmas Charity Event
Christmas Menu
RECOMMENDATIONS
Facebook competition time
Have a good social media presentation
RECOMMENDATIONS
Website
RECOMMENDATIONS
Games
RECOMMENDATIONS
Decorating according to the time of the year
RECOMMENDATIONS
Motivation HACCP and
BARISTA/COCKTAIL training
RECOMMENDATIONS
A proper BARISTA coffee machine
RECOMMENDATIONS
Movie night
RECOMMENDATIONS
Live music
RECOMMENDATIONS
Boards outside
RECOMMENDATIONS
Decoration, barrels and lights outside The Long Mile Inn
CONCLUSION
THANK YOU!