Use of a Test Market to Ensure the Success of a New Concept in the Public House Sector: A Case Study
Studies an attempt by Bass (a UK brewing giant) to develop their future catering strategy to cater for expanding demand, introduce controls and procedures to a suitably trained workforce and identify and implement catering concepts which change their profile from followers to innovators by trialling their concept proposals in 1991 in 32 public houses divided amongst two of their operating regions. Examines the objectives, the selection of the test area and trial houses, the monitoring and results of the trials and the Bass strategy for the future.
Year of publication: |
1992
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Authors: | Parrish, Genevieve |
Published in: |
International Journal of Wine Marketing. - MCB UP Ltd, ISSN 1758-6747, ZDB-ID 2159774-1. - Vol. 4.1992, 1, p. 4-9
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Publisher: |
MCB UP Ltd |
Subject: | Brewing Industry | Catering | Marketing Concept | Marketing Strategy | United Kingdom |
Saved in:
Online Resource
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