[A BUSINESS STRATEGIC AND MARKETING STRATEGIC ANALYSIS OF PADDY POWER IN U.K.; PAST, PRESENT AND FUTURE]

BY

ACKNOWLEDGEMENT

I would hereby like to take this opportunity to convey my regards to my research supervisor, family and friends for their untiring support and guidance without which this research would not have been probable.

DECLARATION

I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, & this dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

Contents

INTRODUCTION8

Project Background8

Aims8

Objectives9

Scope of the project9

The outcomes of this project are9

LITERATURE REVIEW10

Fundamentals of book making10

Valuation and fundamental analysis10

The Rise of Sports Gambling11

Basic concepts15

SWOT16

Stakeholder analysis17

BCG Growth-Share Matrix18

BCG Growth-Share Matrix19

Examples of strategic choices20

Innovation22

Marketing strategy22

Points to consider in analyzing market24

The product25

Mark25

Product Prices25

Place25

Promotion26

Strategic analysis26

Porter's Generic Strategic Analysis27

Ansoff Matrix30

METHODOLOGY33

Search Technique34

Literature Search35

Inclusion and exclusion criteria36

Search terms - key terms36

Management37

Search rationale37

Critical Appraisal tool37

Appraisal limitations37

Reliability and validity38

Ethical consideration39

Generalizability40

DISCUSSION44

BUSINESS DESCRIPTION45

Vision46

Objectives46

TOP COMPETITORS47

Marketing programs48

Intangibility48

Inseparability48

Heterogeneity49

Perish ability49

Lack of ownership49

How to implement this?50

SWOT analysis50

Strength51

Weaknesses52

Opportunities53

Threats53

Pest analysis54

Political forces54

Economic forces54

Socio cultural forces54

Technological forces54

Key factors for challenges and opportunities55

Environmental analysis56

Target audience:56

Target market56

Investment highlights:57

Financial performance57

Business growth57

Strong brand58

Cross selling opportunities58

Product portfolio expansion and innovation58

Positive tax issues59

Marketing In Large U.K. Retail Organisations59

Marketing strategy63

Customer research64

Market analysis64

RESULTS AND FINDING66

CONCLUSION72

Plan72

Define Your Market and Strategy72

Stay Close To "The Troops" And "THE BATTLE"72

Maintain Its Suppliers, Its Staff and Customers72

Develop Your Customer Database73

Focus73

Be Innovative73

Apply Technology, Modernize and Simplify74

Dare To Change The Salary Structure74

Share Information74

Spend On Advertising74

Compare With Competitor75

The Customer Is the King75

REFERENCES76

APPENDICES85

PERSONAL DATA85

Fax:85

Mobile:85

Email:85

INTRODUCTION

Project Background

Paddy Power is the biggest Irish bookmakers and most successful. It has around 9 business channels. Its mission is to make risk-based entertainment more accessible and fun. It offers customers great betting experience, value and fun. Through this strategy the company has developed a strong reputation as “The Punter Friendly Bookmakers” and has become renowned for its unique “Money Back Specials”. This research will about the strategy of Paddy Power in U.K.. The most amazing and new in this research is the strategic analysis of Paddy Power in U.K. as other bookmakers gives only two outcomes for a bet win or lose but there are three outcomes in betting Paddy Power win, lose or money back. It offers many other promotions to become more successful. This strategy of customer attraction strategy is the main focus of this project. From the last decade it seems that the Paddy Power improves its business among the betting industry of U.K.. It is very fast growing company now days. [Paddy power plc]

The Paddy Power is becoming the well known company in U.K. and it's got the award of the best bookmaker of 2011 (Bet Review, March 2011) and a sixth fast growing organisation of U.K.. I am interesting due to its strategy of business in U.K.. More specially its money back and guarantee races among the gamblers.

As in this research I will take care of all the primary and secondary data for the organization. As I am working in this organisation and I have the access of ...