Marketing in the independent sector of the UK licensed trade

This article considers recent developments in the ownership and structure of the licensed trade in the UK. A marketing analysis has been undertaken to demonstrate the ways in which the large pub owning companies have established competitive advantage over the smaller operators. Areas that the independents can use to gain trade are identified and examined. The possible impact of careful market analysis and effective use of modern technology are considered. Successful usage is described, and the sections of the trade likely to benefit most are identified. The problems of establishing a Web presence are also discussed.