Use of a Test Market to Ensure the Success of a New Concept in the Public House Sector: A Case Study

Abstract

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.

Citation

Parrish, G. (1992), "Use of a Test Market to Ensure the Success of a New Concept in the Public House Sector: A Case Study", International Journal of Wine Marketing, Vol. 4 No. 1, pp. 4-9. https://doi.org/10.1108/eb008588