PESTEL Analysis: Social Aspect
As for the social aspect of the analysis, it focuses on demographics, various cultural trends, and so on (Harrison et al. 2016). According to statistical data, the average age of people living in the city is 39 (Plymouth Census Demographics United Kingdom 2011). At that, the median age is under 39, which makes it possible to assume that the city is ‘quite young but mature’. The majority of inhabitants of the city are working people who have an opportunity (especially financial) to engage themselves in entertaining activities. Going to pubs and restaurant is one of the common ways to spend an evening across the country, and Plymouth is no exception.
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It is also important to add that such pastime is a part of the cultural heritage of the population. It has been estimated that Plymouth is an important cultural destination as the city hosts various cultural venues including festivals and sports events (Plymouth Cultural Board 2011). People of Plymouth are eager to attend various venues. The pub also hosts various events such as poem readings, DJ music playing, performances, and so on (Bread and Roses n.d.). This shows that the pub addresses the needs of the community and is a hub for various cultural events.
Furthermore, the city is one of the oldest in the country. This draws the attention of those who love history and traditions. The pub represents a mix of the traditional design and modern features (Bread and Roses n.d.). The pub can be a spot for those who value traditions and want to feel the atmosphere of a traditional English pub. At the same time, the venues held in the pub can appeal to those who focus on modernity. Another trend existing in the UK is social and environmental responsibility. Consumers try to buy from local producers who provide organic products. The pub is the place where this demand is addressed.
PESTEL Analysis: Technological Aspect
Technological aspect focuses on various factors involving research and innovation that affect the development of the market (Harrison et al. 2016). One of the major values of modern consumers is being connected. Therefore, companies make use of social networks to attract more customers and create a community (Harrison et al. 2016). Bread & Roses also pay specific attention to this aspect. The pub has a website, a Facebook and Twitter account (Bread & Roses Plymouth 2016). This helps the company to create the community as well as market its products and services.
It is necessary to note that such technological features as the use of cards are also valued for convenience, and the pub addresses this need. It is possible to note that some restaurants and pubs try to surprise and attract people using high-tech designs. However, the pub in question does not need that as it is characterized by adherence to traditions. The traditional look and the specific atmosphere are major values that help the pub sustain its competitive advantage.
Bread and Roses n.d. Web.
Bread and Roses Plymouth n.d. Web.
Harrison, M, Cupman, J, Truman, O & Hague, PN 2016, Market research in practice: an introduction to gaining greater market insight, Kogan Page Publishers, London, UK. Web.
Plymouth census demographics United Kingdom 2011. Web.
Plymouth Cultural Board 2011, Culture and regeneration: opportunities for Plymouth. Web.