Live Music Pub: Company Analysis - Special Academic Support

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Introduction

Swansea city is located in the Wales in the UK. In the Wales, Swansea is the second largest city and offer many business opportunity for the potential business expansion. The location of Swansea offers wide range of opportunities for various type of businesses in Wales because for the past 20 years, Swansea have been experienced dramatic growth, and this offer the city for good investment opportunity. (City and County of Swansea, 2009).

Based on the strategic location of Swansea, the research report examines the business viability for the Live Music Pub. To find an appropriate answers on the business viability for the Live Music Pub, the following research questions are posed:

Research questions

Who will be the potential customers for the Live Music Pub?
How often these potential customers go out in the night and how much can they spending for night outing?
What are the attitudes of Swansea University students towards going out in the evening ?
What people take into account when choosing a venue and what are their preferences for different venues?
Is there any likelihood for customers to visit a new venue ?
What are the basics importance for the students interested in visiting a new live music pub?

To answer the research question data are collected through research methodology.

Research methodology

The research methodology provides methods of collecting data from this research paper. Method of collecting data is based on survey collected from the sample population from 50 university students.

Methods

The method adopted for collecting data is through questionnaire. The type of questions used for the survey are structured questions. These type of questions do not allow the respondents to offer their opinion on the answers and the researcher provides all the answers to be chosen by the students. For example, when this questions are asked how likely are you to visit a new pub with live music in Swansea city centre? The answers are structured as follows:

Once a month
2-3 times a month
4-5 times a month
More than 5 times a month

The samples of all the questions are provided in the appendix 1, 2 , and 3.

Samples

The sample population are the students of the university of Swansea. The sample are from male, female, undergraduates and graduates students.

The methodology provides solution in collecting data to answer the research questions.

Having collecting data for the research paper, the next section provides the findings for the research.

Findings

The findings provides the potentials customers for the Live Music Pub, what people take into account when visiting a pub, how often the customers go out, and how much are they willing to spend for each outing. Moreover, the findings provide the attitudes of the Swansea University students towards going out in the evening and the likely for the Swansea University students to visit a new live music pub?

Finally, the basic reasons the students visit a new live music pub examined.

Potential customers for live music pub

In setting up the Pub, the strategic location of Swansea in Wales will attract the potential customers for the City Music Pub that the Colin Jones is considering in Swansea. It should be noted the Cosmopolitan city of Swansea has the advantages from the proximity of both Swansea University and Swansea institute. The students and staffs of these institutions will serve as potential customers for the City Music Pub. There are also other institutes in Swansea that THEIR students and staffs can offer potential customers. The Institute of Higher Education, Swansea College , School Of Engineering , Morriston College, Gorseinon College, and Swansea Business College are all located in Swansea. (City and County of Swansea, 2009).

Apart from the students of these institutions, Swansea is also an attractive city for the tourism. In the recent years, Swansea authorities has done much to improve the city appearance, the stunning National Waterfront Museum has been centre of attraction for the tourists. Thus, since the Swansea city has been a major centre of attraction for the tourists, the City Music Pub will gain many potential customers from the presence of tourists in the city. It should be noted that Swansea has several major attractions for the tourists. The tourist attractions such as Swansea Bay Beach, Swansea Bay Riders, tropical hothouse, Crystermouth Liberty Stadium, Swansea Vale Railway, and Swansea Grand Theatre. All these tourist centres offer tourists attraction for the city of Swansea each year. (World Guide , 2009) Thus, because the Swansea is centre for the tourists attractions, the tourists entering the Swansea everyday will serve as a potential customers for the Live Music Pub Colin Jones is considering establishing in Swansea.

Having established the potential customers for the Live Music Pub, the next section provides what people take into account when choosing a venue and their preference for different venue.

What people take into account when choosing a venue and what are their preferences for different venues?

There are several considerations when chosen a venue for the pub music. The students interviewed prefer the venue to be well spacious and the prices of the drinks, foods and other services should be cheap. Most students interviewed prefer the foods to be of low cost most of them offer the opinion that they prefer the entry price to be very low for the dance hall. Moreover, the students like foods and drinks to be good for them to frequent a pub.

What are the attitudes of Swansea University students towards going out in the evening?

The data collected from the survey among university students in the Swansea indicates that large number of the university students enjoy going out in the evening. (See appendix 1, 2, and 3) For example, when question from questionnaires is posed that in a typical month, how often do you go out in the evening to a pub, bar and/or club? Most answer that they will go to the clubs more often if it was cheaper. In addition, the survey question that asked how likely are you to visit a new pub with live music in Swansea city centre? 75% of the students answer more than 4 times a month.

That shows large number of students enjoys going out in the night to Pubs, if it is cheaper. Thus, the Live Music Pub can benefit from the large stream of students customers if it can offer a cheaper prices especially if it can offer prices that is little bit below the prices offer by the other pubs around the university.

How interested are Swansea University students to visit a new live music pub? Is there any likelihood of customers willingness to visit a new venue?

The data collected reveal that customers are ready to visit the new clubs if the service is better than club they are already used to. If the service of club is better and the price are lower. They can shift to another venue if opinion among the those visiting the new club is good towards the club.

What is important for those students who are interested in visiting a new live music pub?

The data gathered so far indicates that, students prefer visiting live music pub if the prices of foods offered are cheap. Apart from this, they prefer a club that is well spacious, have variety of drinks with quick bar service.

Recommendations

From the data collected, the recommendation that can be offered for the manager wishing to open a new music pub are as follows:
First, the manager should be ready to offer very good prices for the food, drinks and other services provided in the club.
Additionally, the club should be spacious and there should larger number of seats in the clubs.
Moreover, the club should be able to offer a swift service so as to attract plenty of customers.
Finally, the club should offer and excellent food and drinks in order to attract people to visit the club.

References

City and County of Swansea (2009), Business, Web.

World Guides (2009), Swansea Tourist Information and Swansea Tourism (Swansea, West Glamorgan, Wales, UK), Swansea Information and Tourism World Guide to Swansea.

Appendices

Appendix 1: Questionnaire to examine the students attitudes towards pubs in Swansea

Questions	Strongly agree	Slightly agree	Neutral	Slightly disagree	Strong disagree
There are enough bars, clubs and pubs in Swansea.	20%	15%	50%	5%	10%
I prefer to go out on a student night as opposed to a weekend night.	45%	20%	30%	5%	0%
I go out in the evening to meet new people.	15%	5%	26%	44%	10%
I like to try out new venues when going out.	35%	37%	13%	15%	0%
Alcohol is not important on a night out.	10%	5%	28%	52%	5%
I like to go out to socialise with my friends.	35%	45%	15%	5%	0%
DJ provides better entertainment than a live band.	38%	22%	24%	16%	10%
I would go out more often if it was cheaper.	70%	15%	10%	3%	2%
Media attention on drinking has encouraged me to cut down on the quantity of drinks on a night out.	15%	10%	5%	60%	10%
I feel safe when going out in the evening in Swansea.	60%	30%	8%	2%	0%

Appendix 2: Questionnaire to examine how often students go out to pubs

Question	2-3 times a month	3-4 times a month	4-5 times a month	More than 5 times a month
In a typical month, how often do you go out in the evening to a pub, bar and/or club	15%	10%	25%	50%

Appendix 3: Criteria to consider to visit a club

Questions	Low or no entry costs	Reasonable price of drinks	City centre location	Cleanliness, Plenty of seating , Variety of drinks , Quick bar service,	Spacious dance floor,	Smoking facilities	Cheap Drinks, and Food
What are the criteria you consider when visiting a club.	75%	85%	55%	89%	67%	45%	85%

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