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Write 6 pages with APA style on The Legal Age for Purchasing Alcoholic Drinks in the UK.
Write 6 pages with APA style on The Legal Age for Purchasing Alcoholic Drinks in the UK. Unfortunately, there have been social issues such as the rise of underage and binge drinking that might affect their business. These social issues can affect the pubs’ licenses. One such issue is the growing number of underage and binge drinking can be connected to the growing number of violent crime. An analyst of home office crime has revealed the number of violent crimes in Hertfordshire has risen by 95% since the year 1991 (Oliver Heald MP, 2005). Another issue is the rising consumption of alcoholic drinks amongst 16-24 by 10% from 1997 to 2004 (Mintel report 2004). Cheaper alcohol sold in supermarkets raise suspicions that many young adults consume take-home alcohol before heading to the pub, particularly on weekends. This increases the likelihood of young adults consuming more than they are supposed to in a day. A need has arisen to adapt Larkhall pubs to prevent the increase of underage and binge drinking in their pub.
Larkhall Leisure Ltd. needs to conduct market research determining the likelihood of the market behavior towards the company’s adaptation due to the social issues within Hertfordshire that could threaten the company’s late-night pub license. The aim of this research should present a conclusion on whether the company should adapt their business to suit sophisticated adults as their new target market, or should persist with the present target customers with the introduction of more stringent measures to exclude underage and binge drinking. Either decision must be in conjunction with the decision of all the Larkhall Leisure Ltd. landlords throughout Hertfordshire.
The research will be conducted as an ad-hoc descriptive research. This method of research best suits Larkhall's problem, seeing that “descriptive research aims to build a picture of a market or a social phenomenon” (McGivern 2003). The research will involve the use of secondary data such as Datamonitor to gain some overview of .the current market for late night pubs.
