Samenvatting

This marketing plan examines how JD Wetherspoon plc. could be successful in the Hague concerning the opening and running of a Wetherspoon pub. The research has been based on an extensive analysis of the buying behavior of several segments and on the examination of relevant external factors, such as main competitors in the hospitality industry and stakeholders in a starting business . Therefore, the research question of this report is: ‘How can Wetherspoon be successful in the hospitality industry in the Hague?’
The focus of this marketing plan will be on the Hague, the third city of the Netherlands in terms of residents. In addition, the Hague can be characterized as the international city of peace and right as tens of thousands of expats, employees working for international organizations and international students can be found in the Hague. Consequently, the Hague has been selected as main location for this report.
This marketing plan provides information about Wetherspoon’s current business and competitive advantage, the hospitality industry of the Hague, and the buying behavior of several segments: in addition to desk research, 100 surveys have been processed and analyzed. The surveys have been filled out by students (40), working Dutch citizen (40), and British that are living/working in the Hague (20). Besides, two employees of Wetherspoon have been interviewed to answer mainly operational questions about Wetherspoon in order to determine a marketing plan as tailor-made as possible.
Based on the Hague’s international character, extensive desk research, the examining of main competitors and the processing and analyzing of 100 questionnaires that have been filled out by three different segments, there is evidence to suggest that there is a market for Wetherspoon in the Hague. Obviously, there are several companies that can be considered competitors in the Hague’s hospitality industry, as Wetherspoon operates on many different domains: in terms of physical products, both breakfast, lunch, dinner and drinks are offered by Wetherspoon pubs. Therefore, five main competitors can be identified: Hema, McDonalds, Vapiano, The Fiddler and O’Casey’s Irish Pub.
Although all recommendations from this report can be regarded useful, a certain number of main criteria can be determined that should be followed in order to be successful in the hospitality industry in the Hague. The following four criteria should be pursued:
Opening offer: all meals and drinks should be made available for a reduced price in the opening month in order to create and enlarge Wetherspoon’s market share in the
Hague. The recommended promotion methods can be found in the chapter ‘Marketing Mix’.
 Out price main competitors The Fiddler and O’Casey’s: Wetherspoon will be able to compete with The Fiddler and O’Casey’s if all similar offered products with prices higher than €8,00 are offered at least 25% less expensive at Wetherspoon.
 A premium location in the Hague’s city center: the majority of the interviewees notifies that a convenient location is considered a main criterion for having lunch, dinner and/or a drink at a café or a restaurant.
 Increase brand recognition: over 70% of the interviewees has never heard of Wetherspoon before. One month after the opening and actively promoting, Wetherspoon’s brand recognition should have been measurably increased.
The conclusion is that Wetherspoon could be successful in the Netherlands. Therefore, it is recommended that Wetherspoon composes the perfect combination between two different influences, as on the one hand, Wetherspoon should remain loyal to its British marketing mix. On the other hand, Wetherspoon should also imitate and improve the strengths of competing businesses that are operating in the Hague’s hospitality industry in order to successfully open its first establishment in the Netherlands.