UNIT
15: ON-LICENSED TRADE MANAGEMENT
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LO1 Understand key issues that impact on the
licensed trade industry Brewing and the licensed
trade: economic, social and legislative history Agreements:
freehold; leasehold; tenancy Types of licensed premises: family; themed;
community; country; town houses; branded pubs including franchises Future
developments: national; EU influences Industry challenges/issues: the health
agenda; responsible retailing; anti-alcohol lobby; smoking ban; violence;
ethics; social responsibility; alcohol related disorder; gambling; pub
closures; sustainability and the environment
LO2
Understand the effective development and operation of on-licensed premises
Design: interior and exterior design, ergonomics, customer
and workflow, economic use of space, provision for family areas
(indoor/outdoor) Regulatory constraints: licensing law; health authorities; the
police; planning authorities; licensing justices; weights and measures; safety;
risk analysis Profitable product development: food; liquor; games; Amusement
with Prizes (AWP) and Amusement with Skills (AWS); profit and loss statement
analysis Stock and cash security: Electronic Point of Sale (EPOS) systems; associated
integrated software and paper systems; the prevention of fraudulent practices;
till security; security of cash on premises and transference Staffing:
structures; recruitment; training; retention; outstanding performance; best
practice and successful units; the role of area management
LO3
Be able to develop a merchandising and sales promotion strategy for on-licensed
premises Marketing skills
application: market research; Strengths, Weaknesses,
Opportunities, Threats (SWOT) analysis; trend identification such as changing
consumer needs, product/brand life cycle; communication of the value
proposition; keeping and growing the customer base; the role of innovation;
relevance of existing business models; sourcing strategies; effective
management of the food safety risk; target market identification; market
penetration Sales: merchandising and promotional activities; Point of Sale
(POS) materials; back bar design; increasing turnover
UNIT
15: ON-LICENSED TRADE MANAGEMENT
LO4
Be able to evaluate the development of on-licensed premises Development
project: negotiate and agree with relevant people a development
project; company orbrewer; objectives; targets; timescales; resources to be
used Focus: food; beverage; entertainment (consistent with target market) Design:
eg internal, external, current regulatory constraints Systems: staffing
structure; personnel policies; stock and cash control systems Financial
investment: types eg wholesale and incremental project analysis, retail and
operating cost analysis, Return on Capital Employed (ROCE), payback, discounted
cash flow, yield Evaluate: types of activities undertaken; techniques used;
interpersonal relationships; benefits; difficulties; objectives; timescales;
resources; feedback to owner/manager
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UNIT
15: ON-LICENSED TRADE MANAGEMENT
Learning outcomes and assessment criteria
Learning outcomes
On successful completion of this unit a learner will:
LO1 Understand key issues that impact on the licensed trade industry
Assessment criteria for pass
Assessment criteria for pass
The learner can:
1.1 assess the economic, social and legislative pressures
that have created the present structure of the licensed trade and that might
determine its future
1.2 evaluate the impact of key issues on the licensed trade
industry, suggesting potential strategies for management
LO2
Understand the effective development and operation of on-licensed premises
2.1 evaluate production and commercial areas, identifying appropriate control systems
2.1 evaluate production and commercial areas, identifying appropriate control systems
2.2 discuss the constraints on development and operational
activities
2.3 justify appropriate food, liquor and entertainment
products and services for a specific type of on-licensed premises
2.4 justify a staffing structure and training programme for
a specific type of on-licensed premises
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LO3
Be able to develop a merchandising and sales promotion strategy for onlicensed
premises
3.1 justify a merchandising strategy for a specific type of
onlicensed premises
3.2 produce a sales development and promotional plan for a
specific type of on-licensed premises
LO4 Be able to evaluate the development of on-licensed premises
4.1 discuss the
product development area, design, systems and financial investment
4.2 evaluate the project against original
objectives, targets, timescales and resources to be used
UNIT 15: ON-LICENSED TRADE MANAGEMENT
Guidance
Links
This unit links learners’ knowledge and understanding of the licensed trade sector of the hospitality industry with several other units in the programme, notably:
Unit 8: Marketing in Hospitality Unit 12: Hospitality Operations Management Unit 18: Facilities Operations and Management.This unit links to the following Management NVQ units:
Links
This unit links learners’ knowledge and understanding of the licensed trade sector of the hospitality industry with several other units in the programme, notably:
Unit 8: Marketing in Hospitality Unit 12: Hospitality Operations Management Unit 18: Facilities Operations and Management.This unit links to the following Management NVQ units:
B1: Develop and
implement operational plans for your area of responsibility
B2: Map the environment in which your organisation operates
B3: Develop a strategic business plan for your organisation
B4: Put the strategic business plan into action
B8: Ensure compliance
with legal, regulatory, ethical and social requirements
D4: Plan the
workforce
D7: Provide learning opportunities for colleagues
E1: Manage a budget
E2: Manage finance for your area of responsibility
E6: Ensure health and
safety requirements are met in your area of responsibility
E7: Ensure an
effective organisational approach to health and safety
F1: Manage projects
F2: Manage a programme of complementary projects
F3: Manage business
processes
F4: Develop and review
a framework for marketing.
Essential requirements
Access to a sufficient number of commercial operations
premises is essential. These premises must provide access to the latest ICT
capacity supporting the licensed trade industry. Trade journals and newspapers
must be made available to all learners.Employer engagement and vocational
contextsThis unit lends itself to the development of a dynamic partnership
between business and the education provider. Local employers should be
encouraged to become involved in providing appropriate case study material and,
where possible, to do so by mentors ‘doubling’ as assessors. This will help to
create realistic scenarios and strengthen employer engagement with the
programme overall.
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