The Bethesda Theatre, Located in Bethesda, Maryland in the United States

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Recommended: Porter’s five force analysis

1. Introduction
The Bethesda Theatre, located in Bethesda, Maryland in the United States of America and built in 1938, underwent an $8 million renovation recently and has been operating as a music club since March of 2013. This music club, the Bethesda Blues & Jazz Supper Club, is a small concert hall which serves food and drink while offering live performances by a variety of artists. It can fit 300 guests for dinner, as well as an additional 200 for the performance alone; these performance seats begin to be sold after the dinner seats are sold out.

The owner of Bethesda Blues & Jazz is considering an expansion of the brand into the United Kingdom, as the concept of this type of restaurant is not a well-known one in that market. Through the use of Porter’s Five Forces Model the current business environment, and the operation of Bethesda Blues & Jazz within that environment, can be analyzed and evaluated, allowing for recommendations about their future business strategy to be made and the possibility of expansion into the UK market to be considered. The service sector is showing positive signs of growth, however this isn’t enough to advise this expansion plan. PEST and SWOT analyses, as well as Porter’s Five Forces, can be used to explore their options and give recommendations.

2. PEST Analysis
There are several political aspects which affect Bethesda Blues & Jazz, both in the USA and in the UK. The first of which is the clear differences in alcohol regulations between the two countries. In the UK the drinking age is 18, rather than 21 as it is in the US, and businesses only require a premises license in order to sell alcohol (Gov.uk, 2013). Another factor is the ease of expansion into the UK market, which might be made difficul...

... middle of paper ...

...he USA and the UK, an analysis of Bethesda Blues & Jazz’s status in the USA, and an analysis of their financial situation. If these analyses are all positive, then they should re-consider expanding into the UK and begin searching for potential locations in the UK, along with networking with performance artists and suppliers.

Bethesda Blues & Jazz Supper Club has been fairly successful so far, but it is still too new at the moment to truly consider expansion abroad. They need to build a more established brand in the US before expanding further. There are several competitive forces to be considered, particularly substitution, and they have more ability to take advantage of opportunities in the USA because they have at least some network established. In the long-term, depending upon the state of their business, they should reconsider their plan to expand into the UK.

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