Last week, a group of our Year 12 business pupils went on a trip to The Anchor Inn as part of their coursework. Teacher of Business, Mr Gower, writes the following:
‘After completing their January exam on The Business Environment, the Year 12 business students have been working on their coursework - “Marketing and Marketing Research" - which requires them to study the marketing mix, different marketing strategies, legal aspects and how research is used effectively. We wanted to put a spotlight on local business so went to meet Mr Elliott Cryne, who is part of the new management team of the Anchor Inn, to discuss how the pub has changed since the takeover last year and to get an insight into how marketing has been used in its relaunch. It was also a chance for students to experience a real business in operation and ask questions about the challenges and rewards of running a small business in the hospitality industry.
The Anchor Inn completed a 5-week refurbishment project last year to modernise and improve the traditional Henley pub. Henley is a popular destination for locals and tourists, but a lot of research was carried out to identify how the pub could differentiate itself from the other pubs but still meet the needs to the local people. They say: "We decided that we wanted a hub of the community with relaxed atmosphere, and a quality range of beer and food that changes with the seasons."
Students found out how the primary research was done and asked about what investment has been put into marketing. The Anchor Inn currently has a measured approach to marketing with careful use of social media. Some investment in Google was required to get the pub on the digital map, but Elliott recognises that people are still the best advert for any pub. As part of their coursework, students will have to recommend marketing decisions that the business could take, after undertaking some market research of their own.'