As the world beer industry which was divided among four leading brewing companies accounted for only 22% of the global volume, this reflected a great opportunities easing the global expansion of Stella Artois. In mature markets, Interbrew maintained its existing market shares and improved efficiencies in production, distribution and marketing to exploit a growing potential towards upscale, premiums, and even specialty products. In growth markets the company consolidated and expanded new markets through acquisition in central Europe, Asia and South America to cope with the declining of domestic markets (Belgium) primarily due to its image of old-fashioned beer. Many consumers became increasingly attracted to the sophistication of premium and specialty beers as a result of Stella's global branding strategy. Although the global brands market was still small there were some trends that would improve this market segment: * There was expected higher demand for premium and economy priced beer * The internationalisation of the beer business * Global medias could be used for building brands * A global brand would create synergies in advertising and sponsoring and reduce cost * Converging consumer needs in many markets Interbrew is the fourth biggest brewer in the world, competing with Anheuser-Busch ( USA) , Heineken ( Netherlands), Carlsberg (Denmark) and Foster’s ( Australia).
MKT Case4 New Belgium Brewing (A): Gaining Competitive Advantage Through Socially Responsible Marketing Shuzhe Zhang MKT360 4/1/14 Summary From its roots in a Fort Collins, Colorado, basement, New Belgium Brewing has always aimed for business goals loftier than profitability. The company’s tremendous growth to become the nation’s third-largest craft brewery and ninth-largest overall has been guided by a steadfast branding strategy based on customer intimacy, social responsibility, and whimsy. The company’s products, especially Fat Tire Amber Ale, have always appealed to beer connoisseurs who appreciate New Belgium’s focus on sustainability as much as the company’s world-class brews. Despite its growth and success, New Belgium has managed to stay true to its core values and brand authenticity—the keys to its marketing advantage in the highly competitive craft brewing industry. Corporate social responsibility Gains momentum beyond the courtroom to the far more powerful marketplace current and future manager of business must realize that business ethics not so much about the installation of compliance codes and standards Necessity for Ethical, values-driven company Mission statement :To operate a profitable brewery which makes our love and talent manifest Core values and beliefs 1.
Situation Analysis Jones Soda Company is a large producer of unique soda pop. Jones Soda prides itself with unique flavors for their soda pop, candy, juice and ice popsicles. This Company is well known in the United States and targets customers of all ages, the young with its youthful flavors and the more mature age group for the unique placement of where Jones Soda is sold. You can find Jones Soda in many party stores with the flavors that youthful buyers would like to find, and you can find Jones Soda in specialty restaurants which would be more for the mature age group. When analyzing Jones Soda, internal and external environments would prove that the Company is proud of the soda that they produce and the quality of the soda and the unique flavors.
The article further discusses a new marketing campaign they will be starting in 2011. This article is important to management because Miller Coors LLC revenue has been declining and the Chief Marketing officer has recognized this and is attempting to increase future income by capitalizing at the time when beer sales are at its highest. This is also important for management because they have recognized they need new product development strategies as well as diversification. General Analysis The current management trend is that management recognizes that they still have a high market standing, however their sales are down, and they must be innovative, to be a leader in introducing new products. Peter and Donnelly (2009), state” some of the most successful business organizations are here today because many years ago they offered the right product at the right time to a rapidly growing market (p.6)”.
Across its brands Smuckers aims to be the number one product in all of the product lines in which they compete. Smuckers expanded beyond jams, and jellies to protect it from becoming an acquisition of a larger firm. By expanding Smuckers has made itself less likely to be acquired by increasing its cash flow and size. Smuckers has been very successful so far in expanding purchasing number one brands and increasing both revenues and profits by large margins along with an increase in stock price. Smuckers decision to expand the business has been a successful one.
Greece and Rome were to be the home of wine, where it was most popular. Wine was the simple of wealth, and the older the type the wealthier you were. Sprits meaning rum and other hard liquors were a symbol of exploration. Sailors and other men drank these liquors when traveling across the ocean or for just getting drunk. Next is Coffee; coffee was made about 1000 A.D in Arabian peninsulas.
All of the flavors remaining were fruit flavored. Of all the fruit flavors, forty linear feet was taken up, or 19% of all of the space. Another way to organize this large space is exactly how this grocery store organized it, by brands. I have already mentioned the ruling brands in the soda industry, Pepsi, Coca Cola, Dr. Pepper, and then the cheaper “off-brands”. Coca Cola takes up the greatest amount of space, being the most successful in the soda industry.
----------------------- Budweiser is an American-style lager introduced in 1876 by Adolphus Busch and is one of the highest selling beers in the United States. It is made with up with 30% rice in addition to hops and barley malt. Budweiser is produced in various breweries located around the world. The brewing recipe used by Busch was augmented to accentuate the light, crisp flavors of Bohemian-style beers, resulting in what is today called the American-style lager. Budweiser was revolutionary not only in its taste, but also because of how it was marketed and distributed by the Anheuser-Busch Company.
Explain Britvic’s Micro & Macro environment. A Microenvironment is all of the factors that directly affect the company .e.g. competitors and customers. So in the case of Britvic, as they bought Tango, Pepsi, Canada Dry and 7Up; this meant that their main competitors were Coca-Cola, Barrs and Fanta. So if one of the competitors brought out a new product then Britvic would have to match or beat that new product in order to keep sales up.
Based on the case, the company had 910 locations in 2006 competing with the top restaurant chains in the USA such as Mc Donald’s and Starbucks. Their uniqueness gave them a competitive advantage above the rest, leading to their great success in these years. It is clear from the case that Panera Bread constantly review their strategy. We feel that this has enabled the company to enhance their performance. They have changed their business strategy on a number of occasions by offering different products and services.