Marketing Environment of Around the Pub Sport Bar

Running head: AROUND THE PUB SPORT BAR 1
AROUND THE PUB SPORT BAR

AROUND THE PUB SPORT BAR 2
Table of Contents
Marketing environment...................................................................................................................3
PEST............................................................................................................................................3
Political.....................................................................................................................................3
Social........................................................................................................................................3
Economical...............................................................................................................................3
Technological...........................................................................................................................3
Industry trends..............................................................................................................................3
Competitive Analysis...................................................................................................................4
Market segmentation, Target market...............................................................................................4
Market segmentation....................................................................................................................4
Geographical segmentation..........................................................................................................4
Primary target...............................................................................................................................5
Positioning strategy......................................................................................................................5

AROUND THE PUB SPORT BAR 3
Marketing environment
PEST
Political
South Africa as country is parliamentary republic and there have been several changes in the
licensing laws which are in alignment with the political government of the South Africa.
Politically around the Sports bar have the permission for the late night openings and the long
hours which itself is a core feature of the bar. Also the policy of the national minimum wages
increased the salaries of the employers in the Around the pub sports bar and employment strike
the door. Apart from this the challenging part for the bar is the increase in the duty on alcohol
from 10% to 15%.the government is also palling to increase the duty on beer to 9%. This could
be a challenging feature for the bar (Cape town magazine, 2018).
Social
Culturally the pubs are the center for the social life and it enhances the opportunities for the
families as well as the friends to cater the services of the food and beverages and breweries along
with the quality time. Around the pub sports bar in South Africa meets all the requirements of the
company and provides a wide range of food ranging from Thai, Continental to side drinks such
as beer, whiskey. The ambience involves the live music and the theme based nights to give extra
youngness to the consumers. Majorly the youth of the South Africa has been high in population
enjoying at Around the pub sports bar. The mission of the bar also states to cater the customers
along with the awareness being responsible consumer of alcohol (The morning advertiser, 2017).
Economical
The African currency Rand is all time low and the problem with the RBI is has the ability to
influence the RAND and as the reserve bank responds the interest rates spikes up and weakens
the value of the RAND. The currency is also subjected to the market forces. This creates a
problem for the industry to expand the business in the South Africa. The high exchange rates and
the duty on the beer and alcohol seem to be difficult to manage for any bar in South Africa.
South Africa primarily trades with China and the economy of China on the other hand tends to
slow down (Cape town magazine, 2018).