...Drinking beer is a favorite past-time, whether for the variety of types, or the history, or just enjoying an ice-cold mug of brew with your friends. People want to know what makes a light lager light, and what makes a dark lager dark? Is it the ingredients in the brew or is it how it’s made? Light lagers only came about around the 60’s and 70’s because people wanted to drink beer without getting fat. Basically light lagers are made from using less hops and barley in the brewing process and watering down the lager, essentially creating a lighter color and less filling beer. Almost every beer is either ale or a lager. Lagers are fermented at colder temperatures than ales. They tend to have cleaner, crispier flavors and tamper-down aromas. When it comes to the color though, it comes down to the Maillard reaction. The Maillard reaction came around in the late 1800’s by the work of a French chemist known as Louis-Camille Maillard. This reaction is one of the most important reactions to know in how lager looks different from an amber or a stout beer. This reaction may also be known as “browning” in the brewing world. It’s basically heating sugar until the sugar compound is by itself and having amino acids react the reducing sugar. It is to be known that the reaction only happens at elevated temperatures but it can happen at room temperatures as well. Caramelization has similarities to the Maillard reaction as well which gives beer its final color. Color that a lager or ale is measured...
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...“Corona Beer (Modelo)” Foreign Market Entry and Diversification Richard J. Bradley Professor Brian Grizzell Strategic Management – BUS599 Strayer University February 9, 2012 Abstract This analysis outlines Corona Beer (Modelo) and its current strategy and position amongst the competition in the beer industry. The key question addressed is the ability of Corona Beer (Modelo) maintaining status as an industry leader among beer producers and distributers. The trends within the global beer market are also examined as it impacts Corona Beer (Modelo). A competitor analysis will be discussed and how Corona Beer (Modelo) will need to perform and react in the ever changing international markets. There will also be strategic challenges identified and how the company will handle them while facing various options and recommendations to address such challenges. In addition this analysis will outline and dissect trends affecting global beer markets. My analysis will examine how the international expansion of Modelo was initiated by strategic partnerships with various seasoned beer distributors. The analysis will also focus on Modelo and an effective strategy to enter foreign markets for success. The discussion will cover the varying challenges Modelo may encounter from the competition. By 2010, beer sales dropped some 1.5% in the United States America and slightly higher in western Europe with 2.3% (The Economist, 2011). The amount of beer consumed in blossoming...
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...Executive Summary Labatt’s Blue needs a facelift to once again be on top in sales of the mainstream beer segment. Competitions among the brands of Budweiser and Coors Light has shown the weakness of the marketing of the company’s product. InBev thought that investing into a Horizontal Integration Strategy was going to help them capitalize among beer sales in Canada but instead have decided to focus on other brands rather than Labatt’s Blue. Since then the Labatt’s Blue has gone down in sales and is now looking for marketing strategies that will once again make them a leader in the mainstream beer segment. We recommend that Labatt’s Blue needs to target the new, younger generation of beer drinkers through advertisement and social media to generate brand recognition. Also through the use of promotions in beer cases the company will be able to spark interest among consumers. The investment into reaching the new generation of beer drinkers will help improve the sales of Labatt’s Blue. Problem: Over the years, Labatt’s Blue has been losing market share within the beer industry in Canada. How can Labatt’s Blue make itself once again Canada’s leading beer brand and dominate the market like in it did in past years. Labatt Blue S.W.O.T Analysis Strengths: In case promotions (during the summer months Labbatt offers giveaways inside its beer cases for consumers) Supports sporting events (has sponsorship ties with both CFL and NHL) Sensitive to social issues (different labels...
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...1. How is the discovery of beer linked to the growth of the first "civilizations"? The discovery of beer led to the growth of the first “civilizations” because it offered a healthy way to hydrate the body and its production came from available food products, such as gruel. To provide this new drink and make it available to others, they began to farm and tend to their lands. It became of great cultural importance to hunter-gathers, which made the substance well known among communities after just a relatively short period of time. Beer was a secure form of liquid that gave beer drinkers many health advantages, which helped shape the minds and bodies of their future generations and aided in the growth of the first establishments. 2. What does...
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...13 8. Advertising, Sales, Promotions and Public Relations …………………………………………... pg. 17 9. Market Research …………………………………………………………………………………………………. pg. 21 Executive Summary Three Floyds is a brewery based in Munster, Indiana that sales and creates a variety of craft beers that each differ in taste, color, and flavor. Because the brewery is limited to one location, they are only able to offer their products locally and in minor distribution throughout the Midwest. The company produces eight beers yearly and thirteen beers sporadically throughout the year. The beers that are produced with a limited production correlate with the month and are supposed to compliment the season with its flavor. The company also participates in special events such as the “Dark Lord” day in which the beer of its namesake is only available during that celebration. The company has slowly grown from the small brewery that was once located in Hammond, Indiana and has gathered loyal drinkers along the way. According to the Three Floyd’s website, the company aims to “provide craft beer enthusiasts with “not normal” quality ales and lagers”; with this in mind, Three Floyd’s aims to gain more coverage for this beer...
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...University of New Hampshire University of New Hampshire Scholars' Repository Honors Theses Student Scholarship Spring 2012 Microbrewing in the US: An overview of the microbrewery industry and a business plan for future success Kevin Lapoint University of New Hampshire - Main Campus Follow this and additional works at: http://scholars.unh.edu/honors Part of the Entrepreneurial and Small Business Operations Commons Recommended Citation Lapoint, Kevin, "Microbrewing in the US: An overview of the microbrewery industry and a business plan for future success" (2012). Honors Theses. Paper 9. This Senior Honors Thesis is brought to you for free and open access by the Student Scholarship at University of New Hampshire Scholars' Repository. It has been accepted for inclusion in Honors Theses by an authorized administrator of University of New Hampshire Scholars' Repository. For more information, please contact scholarly.communication@unh.edu. Microbrewing in the US An Overview of the Microbrewery Industry and a Business Plan for Future Success Kevin Lapoint Business Administration, Finance and Management Whittemore School of Business & Economics Kpe8@unh.edu (603) 988-3438 Advisor: Prof. Fiona Wilson Whittemore School of Business & Economics 5/5/2012 Kevin Lapoint Microbrewing in the US Acknowledgements I would like to thank my brother Douglas, my mother and father, and especially my brother Richard. Without their support, edits, and...
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...discuss and identify the trends in global beer markets. It will discuss how Modelo’s International expansion was made possible by building strategic partnerships with experienced distributors in local markets. The paper will focus on how Modelo should enter in the foreign market and what is the best strategy. Modelo will face many challenges from his competitors and make the decision whether the company should diversify the business to promote growth. Identify and discuss the trends in the global beer markets. The global beer markets have four main trends and they are consolidation, international expansions, mergers and acquisitions. Consolidation with the beer industry broadens the area of sales and exposes brewers to more opportunities for growth of its company. Expansion of any company can be a positive attribute to overall success for the most obvious reason, revenue. The trend of breweries expansion might be credited to the very expensive initial startup cost of a brewery. In this area of the beer industry having more than one area of cash flow assists with the maintaining the fluctuating price of resources. (Thompson, Strickland III, & Gamble, 2009) International expansion can be a major attribute to a company’s success through seeking proficient production efficiencies. Some beer companies will produce their beer within its country than export versus having operational facilities in other countries where the beer is sold. International expansion unjustifiably...
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...of the distribution 11 Promotional Strategies 13 Social Responsible Behavior 15 Recommendations 16 Appendix 18 Bibliography 19 The history of Stanley Park Brewery Stanley Park Brewery, which is actually based in Delta, has opened what may be Canada’s first sustainable brewery. A 110-foot- tall wind turbine provides the energy for the state-of-the-art complex, which uses less water and energy than a conventional brewery. The brewery’s somewhat confusing name refers to the original Stanley Park Brewery, which was established way back in 1897 on the shores of the park’s Lost Lagoon by Belgian pioneer and brew master Frank Foulbert. (Green beer) The brewery is actually owned by the Mark Anthony Group, the leading distributor of wine and beer in Canada. Some people point out that Stanley Park Brewery is not...
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...Mapping The % Tiger's Brand DNA 36 Tiger Beer In order brand DNA. for any brand to be successful, it must have a strong brand DNA. The brand DNA simply refers to the things that make a brand all the clutter in the market. What is the sign of a strong brand DNA in any brand? If you take away the logo and the name, and people are still able to tell that it is your brand, then that is a strong For example, part of the Coca-Cola DNA is the patented Coke bottle design and the fact that Coke is "The Real Thing". These are the elements that make Coca-Cola what it is. Take away the logo and the brand name, and you can still tell that it is Coca-Cola. Although Tiger Beer has not gotten to the stage where Coca-Cola is now, it has still done a great job of creating and developing the Tiger Beer brand DNA. In this chapter, we will look at the things that make a Tiger Beer... a Tiger Beer. These are the things that define the Tiger Beer brand. They are the strands that make up the Tiger Beer brand DNA. what it is. A strong brand DNA will allow the brand to cut through THE BUILDING BLOCKS THE CATEGORY—LAGER Tiger Beer is a lager beer There is no Tiger Beer Lite, Tiger Beer Ice, Tiger Beer Draft, Tiger Beer Strong Brew, Tiger Beer Pilsner or Tiger Beer Dark. Tiger Beer stands for lager and nothing else. It is closely identified with that category of being a lager beer. Category is what defines the brand, not the other way around. People are not interested in the brand...
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...Introduction Labatt Blue in recent years has been under increasingly great amounts of strain in the mainstream beer market. They are no longer resonating with younger audiences, their market share is dropping, and their marketing budget has been cut to only half of what their competitors have. It’s clear that Labatt must make drastic changes to remain successful in the beer industry. This proposal will make a case for changing Labatt’s target market from teenagers and young adults to older consumers. Labatt’s Target Market Labatt should change target markets for the following reasons: 1. Labatt Blue is relatively unknown among teenagers and young adults however, is well recognized by older generations. 2. Product differentiation in the mainstream beer market is minimal. Beers are differentiated in the market through branding which makes marketing very important. Given that Labatt Blue has a marketing budget that is only half of their competitors, Labatt cannot expect to successfully compete in the market. 3. Labatt’s recent marketing campaigns have been somewhat geared towards older generations. For example, in 2006, Labatt began emphasizing the quality of the beer as well as the beer’s history, opposed to the teenage antics portrayed in previous ads. 4. Labatt’s parent company InBev, already has a successful mainstream beer, Budweiser. It seems counter productive and inefficient from a profitability standpoint for Labatt to target the exact same crowd as Budweiser...
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...Budweiser’s new Apple lite flavored beer, we will be discussing the attributes of our product of which we will be launching. Next, we will then describe the steps in which our new Apple lite flavored Beer will take as it begins its journey from the introductory stage, then in its growth stage, its maturity stage followed by its declining stage, as well as the factors that will affect our products movement through these stages and how our marketing efforts will be affected by the products life cycle. Then will we identify the positioning and differentiation strategies that will help market our product. Lastly we will describe what appropriate pricing strategy that we will need to get our new product sold in stores around the world. ATTRIBUTES Bud Light Apple Ale will be a traditionally brewed light beer with apple cider mixed and fermented. Bud Light Apple Ale will also be 5% alcohol by volume. Bud Light Apple Ale will be offered in 12-ounce bottles and cans. Bud Light Apple Ale will also be 150 calories per 12- ounce serving and gluten free. The bottles for Bud Light Apple Ale will be marked “Bud Light Apple Ale” in white letters, in the traditional area Bud Light marks their bottles. The label and entire bottle will be a solid dark red, with a green stripe up the middle of the bottle. This will distinguish the difference between this beer, Budweiser, and Bud Light Lime. The Bud Light Apple Ale will fit into the market between a light beer, and the up and coming cider...
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...discuss the trends in the global beer markets. There are many trends in the global beer markets that effect how companies do business. One trend is that each country has different local taste and specific recipes to achieve their beer. China now has the largest beer market, surpassing the United States in 2003. The United States has six times a higher consumption of beer than China. The top three breweries of beer controlled almost 80 percent of the U.S. market. Vertical integration and economies of scales were the main drives to operating margins. “The fact that Anheuser-Bush could capture 75 percent of the industry’s total operating profits emphasized the volume effect in the industry” (Thompson, Strickland, & Gamble, 2010, p. C-251). Mexico was one of the world’s largest beer markets. Even though brewing has historically been a local industry, the last couple of decades have been increasing consolidation within the industry. The consolidation began to include breweries in the growth markets of Eastern Europe, Asia, and Latin America. The top 10 breweries account for 59% of the market in 2008. Beer consumption varies across the world. “In mature Western European markets volumes are broadly stable or declining modestly” (“Trends,”2008, p.14). In less mature markets in Asia and Eastern Europe are growing, and some at a rapid rate. Volume drivers have primarily been driven by growing disposable income, improvements in the quality of beer, marketing and advertising...
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...| | Adventures in Microbrewery | ERAU March 5, 2012 Authored by: Timothy Lasota ERAU March 5, 2012 Authored by: Timothy Lasota Taken with the idea of crafting his own brand of beer, Sam Calagione left his writing program at Columbia University in New York City in 1993 to apprentice at a brewery in Maine. One year later, Calagione built his own brewery using recycled kegs in the small town of Rehoboth Beach in Delaware. Today, Dogfish Head, named after a peninsula in Maine, operates a restaurant, a distillery and a brewery that, in producing about 140,000 barrels of beer and raking in a combined $52 million in revenue, has become one of the fastest-growing microbrewers in the nation. Here’s how Calagione rose to the top of the beer world, he started waiting tables at a restaurant called Nacho Mama’s Burritos in Manhattan while he was enrolled in some writing classes at Columbia University. That’s when he first tasted microbrews like Sierra Nevada. He then got hooked on brewing his own beer in his apartment. That’s when he decided to drop out of school and take an apprenticeship up in Portland, Maine at the Shipyard Brewery so he could learn how to make beer. During the day, he learned about hops IBUs, which measure how bitter a beer is, while working on his business plan at night. After about a year in Maine, his wife Mariah and himself and moved back to her hometown near the Delaware shore. He fell in love with the area and decided...
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...International Marketing Freddy Sahinguvu IBC fall semester 3 oktober 2014 Students: Annika Heus Sejin Park Lieke van Nunen Amelie Schuster Irene Stratermans International Marketing Freddy Sahinguvu IBC fall semester 3 oktober 2014 Students: Annika Heus Sejin Park Lieke van Nunen Amelie Schuster Irene Stratermans Marketing plan “La Trappe” Marketing plan “La Trappe” Table of content Chapter 1 Executive summary 4 Chapter 2 Introduction 6 Chapter 3 Organization information 7 Chapter 4 Country for export 8 4.1 Introduction 8 4.2 Numbers of China 8 4.3 Consumer trends 8 4.4 Target population 9 4.5 Different kinds of beers 10 4.6 Conclusion 11 Chapter 5 Internal analyses, 7-S model 12 5.1 Introduction 12 5.2 Structure 12 5.3 Systems 14 5.4 Strategy 14 5.5 Staff 15 5.6 Style 15 5.7 Shared values 15 5.8 Skills 16 5.9 Conclusion 16 Chapter 6 External analyses 17 6.1 Introduction 17 6.2 DESTEP analysis 17 6.3 Demographic 18 6.4 Economic 18 6.5 Social 19 6.6 Technological 19 6.7 Ecological 20 6.8 Political 20 6.9 Conclusion 21 Chapter 7 International competitiveness analysis 22 7.1 Introduction 22 7.2 Porter’s five forces 22 7.3 Conclusion 26 7.4 Dimensions of Porter 27 7.5 Conclusion 29 Chapter 8 SWOT and Confrontation matrix 30 8.1 Introduction 30 8.2 SWOT analysis 30 8.3 Strengths 31 8.4 Weaknesses 32 8.5 Opportunities 33 8.6 Threats 34 8.7 Conclusion 35 8.8 Confrontation...
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...Impact of Vertical Integration Table of Contents What is Vertical Integration?3 De Beers Summary3 Internal strengths of vertical integration5 External strengths of vertical integration6 Disadvantages of vertical integration7 Quad/Graphics and vertical integration7 Four types of Vertical Integration 7 Ownership and Breadth of De Beers 9 Conclusion 10 References11 What is Vertical Integration? Vertical integration is a powerful corporate strategy that when implemented under the right circumstances can work towards the organizations advantage. Vertical integration describes a firm's control over several or all of the production and or distribution steps involved in the creation of its product or service. This integration takes the assets that was owned by two organizations and combines it into a single business; this creates either a joint ownership, or the sale of one firm’s assets to another business. This strategy is more advantageous then contracting with an outside company since usually it creates lower operating costs and more control over quality of its products or services. Forward and backward integration in an organizations’ value chain is an attempt to strengthen a company’s business model. Although there are different forms of vertical integration, its main approach is either to expand operations backward into an industry that produces inputs for the company, or forward into an industry that distributes the company’s products. According to Harrigan...
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