Premium Essay

Bogota Executive Summary

Submitted By
Words 2308
Pages 10
Bogotá Beer Company
Marketing Plan

Stephan Langdon
Ana María Vega Cubillos
201413037

Universidad de la Sabana
Marketing Internacional
Mayo 2016
Executive Summary

Bogota Beer Company is a brewery which mainly offers a variety of craft beers made by the same company, which are inspired by European styles, following traditional recipes from Germany, UK, Belgium, the Czech Republic and Ireland. For the preparation of these beers are used only craft ingredients. Within the wide variety of beers offered by this company are the “Classic beers” and are also the “Limited edition beers”. This company is targeting men and women above 18 years age, residents of Chile, which are stable workers and/or college students who receive high income …show more content…
In addition, reading habits are very low; this means that the ability of understanding and use of language is very basic. Speaking of the socioeconomic distribution, high groups represent 15% of the population, media groups account for 65% and the poorest are currently 2%. The 84% of the population lives in urban areas and 16% of the population lives in rural areas of the country. Today, the media are the target groups that companies are heading more and offer various products and services. From the point of view of religion, 70% is Catholic, however, most agree with issues such as divorce, premarital sex, and sexual tolerance. One of the most noticeable features is its xenophobic trait according to a study of the company Flats Search Marketing, 53% of Chileans reject the arrival of foreign immigrants, particularly those from Bolivia, Peru, and Argentina. (Gómez, …show more content…
In its development, the principle is the same as in traditional beers, however, smaller equipment is used and it is essential Brewer talent and raw material. Usually, the big breweries do not use so many special malts and hops while microbreweries are characterized by using more ingredients and in greater proportion than large companies. This translates into more intense flavors and styles. The microbrew offers a variety of styles, flavors are more intense and the product to be handmade, unpasteurized and manufactured in small production is fresh.
This market is somewhat atypical because traditional producers have been a monopoly, but today thanks to the success of craft beer producers have multiplied in microbreweries, with growth corresponding to its high quality. The strategy aims to maintain the highest quality standards to generate a comparative advantage over traditional beers and additionally make consumers aware of the benefits of this product. (Díaz,

Similar Documents

Free Essay

Paper for Success

...Executive Summary: Organizational Focus & Goals Derron Venerable University of Phoenix HRM/326 MARIBEL HINES September 15, 2014 Introduction The purpose of an Executive Summary is articulate a full report with the least amount of words possible depending on the size and nature of the issue. In most cases executive summaries serve as a report for executives who do not have the time to read the full report; therefore, the summary will give the executive the information that he or she needs to understand the objective, the issue(s), and the plan(s) in place to solve the issue(s). The following summary is focusing on an on-going overtime issue that one of the company’s branches is having. Focus and Goals The current focus at this particular location is to complete the daily task in the fastest most efficient safest way possible. The goals are to minimize or combine the current routes, run the routes from the closet point to the furthest and create a benchmark for each driver to attempt to meet in a safe but efficient manner. The research states that if the routes are done in a sequence form from the closet point to...

Words: 706 - Pages: 3

Free Essay

Mta 620

...An executive summary, sometimes known as a management summary, is a short document or section of a document, produced for purposes, that summarizes a longer report or proposal or a group of r business elated reports in such a way that readers can rapidly become acquainted with a large body of material without having to read it all. It usually contains a brief statement of the problem or proposal covered in the major document(s), background information, concise analysis and main conclusions. It is intended as an aid to decision-making by managers[1][2] and has been described as possibly the most important part of a business plan.[3] They must be short and to the point. An executive summary differs from an abstract in that an abstract will usually be shorter and is intended to provide a neutral overview or orientation rather than being a condensed version of the full document. Abstracts are extensively used in academic research where the concept of the executive summary would be meaningless. "An abstract is a brief summarizing statement... read by parties who are trying to decide whether or not to read the main document", while "an executive summary, unlike an abstract, is a document in miniature that may be read in place of the longer document".[4] An executive summary differs from an abstract in that an abstract will usually be shorter and is intended to provide a neutral overview or orientation rather than being a condensed version of the full document. Abstracts are...

Words: 315 - Pages: 2

Free Essay

Management

...Executive Summary The purpose of an executive summary is to summarize a report. Executive summaries are written for executives who most likely do not have time to read the complete document. Therefore, the executive summary must cover the major points and be detailed enough to mirror the content yet concise enough for an executive to understand the substance without reading the entire report. An executive summary differs from an abstract. Readers use an abstract to decide whether to read the complete document. They read an executive summary to obtain information without having to read the report in full. The executive summary should be written as a document that can stand on its own and is usually written on one or two pages, depending on the length of the report. It restates the purpose of the report and describes any results, conclusions, or recommendations made in the report so that the reader understands the reasons for the conclusion or recommendations. Acronyms, symbols, and abbreviations must be written out. Tables and figures in the report should not be referred to by number in the executive summary. The audience for an executive summary is receptive to the message, so the writer should assume that the audience wants to know and understand the message. It is written in a formal tone using an impersonal style and eliminating first person pronouns (I, we, our, etc.). Use the following guidelines when writing an executive summary: • • • • • State clearly the purpose of the...

Words: 1022 - Pages: 5

Premium Essay

D Department of Choice Chocolate

...Good and poor examples of executive summaries This is a GOOD example from an Accounting & Finance assignment. Footnote Executive Summary This report provides an analysis and evaluation of the current and prospective profitability, liquidity and financial stability of Outdoor Equipment Ltd. Methods of analysis include trend, horizontal and vertical analyses as well as ratios such as Debt, Current and Quick ratios. Other calculations include rates of return on Shareholders Equity and Total Assets and earnings per share to name a few. All calculations can be found in the appendices. Results of data analysed show that all ratios are below industry averages. In particular, comparative performance is poor in the areas of profit margins, liquidity, credit control, and inventory management. The report finds the prospects of the company in its current position are not positive. The major areas of weakness require further investigation and remedial action by management.Recommendations discussed include:  improving the average collection period for accounts receivable·   improving/increasing inventory turnover·   reducing prepayments and perhaps increasing inventory levels The report also investigates the fact that the analysis conducted has limitations. Some of the limitations include: forecasting figures are not provided nature and type of company is not known nor the current economic conditions data limitations as not enough information is provided or enough detail...

Words: 824 - Pages: 4

Free Essay

Exec Summary Electronic Discharge

...[Type the abstract of the document here. The abstract is typically a short summary of the contents of the document. Type the abstract of the document here. The abstract is typically a short summary of the contents of the document.] [Type the abstract of the document here. The abstract is typically a short summary of the contents of the document. Type the abstract of the document here. The abstract is typically a short summary of the contents of the document.] Electronic Discharge Summary EXECUTIVE SUMMARY Electronic Discharge Summary EXECUTIVE SUMMARY S. CHANDE, C. CHAHAL, N. GANDHI, A. HUSSEIN, K. MANOHARON. N. NURU S. CHANDE, C. CHAHAL, N. GANDHI, A. HUSSEIN, K. MANOHARON. N. NURU THE PROPOSAL There were 15 million discharge summaries produced for admissions into hospital last year. A staggering 80% of these were found to be inaccurate or incomplete and another 70% of these were reported as being severely delayed on a regular basis. This compromise to clinical care and patient safety is simply unacceptable.  Our empirical market research has found that the majority of junior doctors, the principal users of discharge forms, were unhappy with the current systems in place. It has also been reported that on average junior doctors spend more time carrying out admin duties than in formal training and teaching sessions. There are electronic discharge systems present however, these have been described as insufficient as they lack comprehensive coding and in some circumstances...

Words: 1303 - Pages: 6

Free Essay

Effect of Broken Home on Students Academic Performance

...Unintended Pregnancy And Induced Abortion in Colombia CAUSES AND CONSEQUENCES Elena Prada Susheela Singh Lisa Remez Cristina Villarreal   Acknowledgments This report was written by Elena Prada and Lisa Remez, both independent consultants; Susheela Singh, Guttmacher Institute; and Cristina Villarreal, Fundación Oriéntame. Haley Ball edited the report, and Kathleen Randall supervised layout and production; both are at the Guttmacher Institute. The authors thank the following current and former Guttmacher Institute staff members for providing assistance at various stages of the report’s preparation: Fernanda Abella, Suzette Audam, Akinrinola Bankole, Ann E. Biddlecom, Patricia Donovan, Gustavo Suarez and Jonathan Wittenberg. They also appreciate the valuable input of the following external reviewers: Deborah Billings, University of South Carolina; Teresa DePiñeres, University of California, San Francisco; Sandra García, Katherine S. Wilson and Rebekah Horowitz, all of the Population Council, Mexico; Pío Iván Gómez, Universidad Nacional de Colombia; Ana Cristina González, independent consultant, Colombia; Guillermo López-Escobar, Academia Nacional de Medicina, Colombia; Axel Mundigo, Senior Fellow, Guttmacher Institute; Melanie Peña, Gynuity; María Isabel Plata, Profamilia, Colombia; Mónica Roa, Women’s Link Worldwide, Colombia; and Luis Távara, Federación Latinoamericana de Sociedades de Obstetricia y Ginecología. In addition, the project benefited from invaluable advice and...

Words: 20825 - Pages: 84

Free Essay

Introducing Xo Computers to Colombia

...Executive Summary This report provides an analysis and evaluation of the situation concerning XO Computers. Included in this analysis are marketing objectives, product adaptation, promotion mix, channels of distribution, and price determination. Although the main use of these computers was meant to be sold to schools for a low price, our company has found that these computers can be successfully sold in other markets as well. In Colombia, we can market our XO computers to both the rich and the poor. We will aim to target children of Colombian coffee farmers who strive to learn but cannot afford expensive technology. In fact, there are 618,199 households in the coffee-growing region of Colombia. In addition, there are 653,471 children aged between 5-19 years old (average of one school-aged child per household) in these areas. About 39% of the population in the coffee-growing region (made up of Caldas, Risaralda, and Quindío regions) did not finish primary school and/or secondary school. So, we believe that there is a large market that would be interested in our product. The price will be set at $250, which we believe is a reasonable price. Based on the average income of a Colombian worker, we believe that our product will be well received in the Colombian coffee regions. We believe that the adults will want to invest in their child’s future, as well as buying a well-made piece of technology for an inexpensive price.   Table of Contents Introduction 4 Part 1: Market...

Words: 3864 - Pages: 16

Free Essay

Perin Rad

...Picking Wal-Mart's POCKETS By Michael Bergdahl, International Speaker, Author & Wal-Mart Competition Authority Author of the Books: “What I Learned From Sam Walton” & “The 10 Rules of Sam Walton” Wal-Mart is coming! Wal-Mart is coming! Wal-Mart is coming! The mere mention of the name Wal-Mart engenders fear in the hearts of competitors around the globe. The reality is that Wal-Mart is coming to a town near you . . . so what are competitor’s to do? Historically, as Wal-Mart has expanded its operations around the globe the local competitive environment changes . . . forever! Wal-Mart has trounced hapless competitors worldwide so what can you do to make certain you are not one of them? The fact is that in every market Wal-Mart has entered there are retailers who were there before Wal-Mart arrived and they are still there today, competing surviving and even thriving! Unfortunately there are many other retailers who break under the pressure of Wal-Mart’s Every Day Low Prices. Where can you learn the lessons you need to learn in order to insure the success of your business in a Wal-Mart World? The answer is by Picking Wal-Mart’s POCKETS! POCKETS is actually an acronym “P.O.C.K.E.T.S.” which defines the seven strategies of Wal-Mart. The symbolism of P.O.C.K.E.T.S. is that for any business to compete effectively it has to identify its own unique market, niche or “POCKETS”. The acronym stands for: P = Price, O = Operations, C = Culture K = Key Item Promotion/Product...

Words: 2876 - Pages: 12

Premium Essay

The People and Politics

...Transport Planning of Dhaka City: Some Contemporary Observations Adil Mohammed Khan; Assistant Professor; Department of Urban and Regional Planning; Jahangirnagar University; E-mail: adilmdkhan@yahoo.com Dr. Md Akter Mahmud; Professor; Department of Urban and Regional Planning; Jahangirnagar University; E-mail: aktermahmud@yahoo.com Abstract Traffic problem of Dhaka City is one of the major problems of the city that the city dwellers are facing in their everyday life. Despite all the planning programs and projects, designed by the successive governments, the situation is getting worse day by day. Hence, some underlying questions related to traffic and transport system of the Dhaka city are quite important here. Whether transport planning and management were given proper attention in the past years? What were the past planning efforts regarding transport and traffic in Dhaka city? Why these efforts have proved to be unsuccessful for better transport management of Dhaka city and what are the shortcomings of those plans? However, Strategic transport plan (STP) for Dhaka city has been approved in 2005 for an period of twenty years up to 2025. STP has proposed for installation of Bus Rapid Transit (BRT), Mass Rapid Transit (MRT) as a solution of transport problems of Dhaka City among ten alternative transportation strategies. This paper is an attempt to evaluate the existing plans and programs designed for efficient transport system of Dhaka city, to examine...

Words: 7569 - Pages: 31

Free Essay

Company Expansion in South America

...expand into South America this upcoming year. With that being said and much research, our company can only expand into one country. Travel Express has consider expanding into Colombia and Panama. We believe that these two countries have a lot to offer our clients, and also countries where not that many traveling agencies have expanded. The three major factors that we researched in order to come with this conclusion are their economy and government, climate and seasons, tourism. BENEFITS AND RISKS OF EXPANSION IN COLOMBIA OR PANAMA Economy and Government Colombia’s Economy and Government Colombia is currently a democratic country, with a central government and separate powers. Just like in the United States, Colombia has Executive, Legislative, and Judiciary branches (“About Colombia,” 2014). Their current currency is Colombian’s pesos; one American dollar equals a bit over two Colombian pesos. With the Colombia peso being so weak compare to the American dollar; tourist are able to get more for their money. For example, they can vacation longer in Colombia, visit more tourist areas, buy higher quality...

Words: 2402 - Pages: 10

Premium Essay

Potential for What?

...Potential — for what? What every CEO should know – new insights into selecting the right leaders to secure your competitive future. Potential — for what? 1 Contents Potential — for what? Break-through approaches to selecting future leaders 2 3 5 Is your employee or candidate ready, willing and able to take on the next role? The ‘growth’ factors that enable people to develop over time Derailers: Is it them? Is it you? (It is probably both) Potential — for what? A roadmap Understanding the job and its context Best practices in assessing potential Summary – 5 key steps to Identifying and Managing Potential Leadership Roles Matrix Leadership Competencies 8 11 13 15 16 17 18 19 ©2006 Hay Group. All Rights Reserved www.haygroup.com Potential — for what? Potential — for what? CEOs at the world’s most successful companies know that they can only safeguard their business’s competitive future if they have the right leaders to develop and implement their strategy. While CEOs know they can also hire external candidates, they also know that the track record of outside hires can be very unpredictable. CEOs and HR Directors from those organizations seen as best by their peers for managing talent, prefer to ensure they develop a good bench-strength of talent from inside their own organizations. For many years CEOs at the world’s most successful companies – such as GE, P&G, BP – have seen the importance of securing their long term competitive...

Words: 7951 - Pages: 32

Free Essay

Global Business Plan

... 04/15/2012 Table of Contents Content Page Number Table of Contents 2 Executive Summary 3 Module 1: Identifying Global Opportunities 4 Module 2: Analyzing International Competitors 7 Module 3: Assessing the Economic/Geographic Environment 10 Module 4: Assessing the Sociocultural Environment 13 Module 5: Assessing the Political Legal Environment 15 Module 6: Selecting a Global Company Structure 18 Module 7: Financing Sources for Global Business Operations 22 Module 8: Creating a Global MIS (Management Information System) 25 Module 9: Identifying Human Resources for Global Business Activities 27 Module 10: Managing International Financial and Business Risks 29 Module 11: Product Target Market Planning for Foreign Markets 31 Module 12: Designing a Global Distribution Strategy 32 Module 13: Planning a Global Promotion Strategy 36 Module 14: Selecting an International Pricing Strategy 38 Module 15: Determining Organizational Financial Results 41 Module 16: Measuring International Business Success 42 Conclusion 43 Bibliography   EXECUTIVE SUMMARY (Created by John Isles) During the course of this business plan, many of the benefits of opening up a Subway restaurant in Colombia will be illustrated. Among the first items presented will be an analysis of startup costs. After a brief summary of the initial costs required, these costs will be broken down into what actually goes in to opening a restaurant...

Words: 10533 - Pages: 43

Premium Essay

Harley Case Study

...The Strategic Situation of the Harley Davidson Harley Davidson is a 105 year-old company that was originally established by neighbours Arthur Davidson and William Harley; it is obvious that the name of the company was derived from the name of the two founders. Harley Davidson is into the industry of motorcycle. The growth of the said industry started from different developed countries such as the United States, France, Germany, Spain, France as well as the Great Britain. It was further developed after the World War II. Harley Davidson is one of those companies that have a long history as well as have been through several ups and downs throughout their operation. During the past operation of the company there have been many factors that have affected their image, performance, position in the market and the global industry, relationship to their customer, and their overall sales.  Figure 1 PEST Analysis of Motorcycle Industry’s Past Development Figure 1 shows the four main factors that have affected the past condition of the motorcycle industry. There are four main political factors that have affected the performance of the overall industry. First is the agreement that will be implemented in order to reduce gas. It requires all the producers as well as manufacturer of different motorcycle companies to reduce pollutants by 60% and it was implemented in February 24, 2003.  Another important law that is directly connected to the industry of motorcycle is the process of acquiring...

Words: 7709 - Pages: 31

Premium Essay

Colombia

...Environmental, Institutional, and Cultural Context of Colombia Michael N. Yuede Missouri State University Abstract This paper studies the Colombian culture and how it affects business relations. First, the Colombian country is explored, examining the geographical location and environment, demographics, economy, religion, and the historical, legal and ethical, and social context. Geert Hofstede’s, Fons Trompenaars’, and GLOBE’s models of national culture infer ways to behave in any given culture, and in this case, Colombia. Differences can be seen between the United States’ and Colombia’s culture after exploring the models, suggesting ways to adapt to the new culture and act appropriately in a business environment. After studying the models, the cultural descriptions and aspects, including Colombia’s collectivistic and high power distance nature, give future managers and expatriates the implications necessary to become legitimized in the eyes of other businesses and the government. Additionally, the implications help predict employee behaviors and motivators, as well as human resource management policies that should be implemented into the business. However, in order to fully understand the Colombian culture, an individual must live in that country for a period of time to experience the culture first hand. Environmental, Institutional, and Cultural Context of Colombia In order to better understand how to interact in a business environment in Colombia, it is important...

Words: 5126 - Pages: 21

Free Essay

Web Based Hotel Management System

...a room with a bed, a cupboard, a small table and a washstand has largely been replaced by rooms with modern facilities For the purpose of this work a guest house is (also guesthouse) is a kind of lodging. In some parts of the world a guest house is similar to a hostel, bed and breakfast, or inn whereas in other parts of the world (such as for example the Caribbean), guest houses are a type of inexpensive hotel-like lodging and a hotel is a commercial establishment providing lodging, meals, and other guest services, both of which can be used interchangeably For this Project I would be using The Covenant University Guest House as my case study The Covenant University Guest house has 80 rooms which are divided into three categories; Executive deluxe rooms, mini suits and standard rooms. All rooms have intercoms, internet services and satellite television, it has a standard restaurant serving continental and national dishes,24hours room service, a mini mart, a gymnasium, laundry service with modern dry cleaning equipment, 3 large halls for exhibitions and conferences and a large secure cark park The Covenant University Guest house has 5 departments namely: 1. Housekeeping department 2. Laundry department 3. F&B(Food and Beverage) department 4. Accounting department 5. Front office department Front office is a business term that refers to a company's departments that come in contact with clients, including the marketing, sales, and service departments ...

Words: 5965 - Pages: 24