Swot Analysis
Mark S. Elliott has spent 25 years working in various management roles within the tenanted and leased divisions of the UK's largest breweries and pub companies. His extensive knowledge and day-to-day involvement with pubs and publicans make him well qualified to know what is required to run a successful pub. He shares his knowledge and many 'insider tips' with you in this book. Mark is based in Cockermouth, Cumbria.
SWOT ANALYSIS
A SWOT analysis is a useful way of evaluating the pluses and minuses of a particular pub. SWOT stands for Strengths, Weaknesses, Opportunities and Threats. It allows you to weigh up the important facts about a pub and also make comparisons with others. It combines everything that you have learned about the pub from research and personal visits. It is also useful to add comments on your overall impression and ‘gut feeling’ about the pub.
Here is an example of a SWOT analysis for a fictional pub: The Barking Dog.
SWOT Analysis: The Barking Dog pub |
Strengths |
Weaknesses |
Opportunities |
Threats |
Overall impression and ‘gut feeling’ |
The SWOT analysis summarises the important issues about the pub. You should then look at each factor and decide how important it is and also, whether you can influence or change these issues.
For example, a poor product range can fairly easily be improved, whereas extending the kitchen would be more difficult.
