View
5.388
Download
4
Embed Size (px)
DESCRIPTION
Citation preview
MOOSEHEAD BREWERIES
• What market entry strategy should Moosehead Brewery adopt in order to efficiently enter the Quebec beer market?
• What implementation issues must be addressed in order to ensure Mooseheads smooth, sound and ultimately successful entry into the Quebec beer market?
• What promotional strategies should Moosehead carry out in order to establish the Moosehead lager as a premium tasting beer at a reasonable price?
PROBLEM IDENTIFICATION
• Everyone of legal drinking age who may consider purchasing beer
TARGET MARKET
• There is $2 billion in beer consumed in Quebec each year (60 million 24-bottle cases)
• In Quebec, liquor can be sold by private retailers• ¾ of beer purchased is for home consumption• Quebec has lower liquor taxes and more
strict laws• Unused capacity in Moosehead production
facilities
KEY FINDINGS
• Close proximity to Quebec• Unused capacity in production facilities• Sole proprietorship• Quality product• Established distribution both nationally and internationally• Long history
STRENGTHS
• Relatively small compared to major, national breweries
• Labelling costs
WEAKNESSES
• Quebec has lower liquor tax than other provinces• Quebec has the 2nd largest beer market in Canada• Drinking age is 18• Established brand awareness that can be built upon• High interest of Quebec retailers• Market share to build upon
OPPORTUNITIES
• Regional pride of beer drinkers• Communication/cultural barriers • Lobbying by smaller Quebec microbreweries• Provincial law discrepancies • Interprovincial trade barriers• Lack of correct labelling and advertising
THREATS
ALTERNATIVE #1Position Moosehead Exclusively using
an Indirect Approach
• Non invasive in it’s appeal to potential consumers
• Assures availability of inventory
• Exclusive availability of the products
ADVANTAGES
• Ignores numerous sectors of potential target market
• May make some consumers angry due to lack of product availability
• Only creates minimal brand awareness
DISADVANTAGES
Intensive Distribution using an Indirect Approach
ALTERNATIVE #2
• Product reaches entire target market
• Generates higher sales due to increased traget market exposure
• Creates brand awareness/recognitionthroughout Quebec
ADVANTAGES
• Could be seen as an invasion of an out of province product(regional pride)
• Supply shortage is product is successful
• Overexposure may lead to consumer complacency
DISADVANTAGES
Selective Distribution with an Indirect Approach
ALTERNATIVE #3
• Maintains Mooseheads image
• Controls the flow of merchandise
• Retailers have a strong incentive to sell the products because there is less
competition from other retailers
ADVANTAGES
• Potential misinterpretation of market research could lead to placing Moosehead in the wrong place
• Less control on pricing
• Not as much exposure as intensive marketing
DISADVANTAGES
• 1) Position Moosehead Exclusively using an Indirect Approach
• 2) Intensive Distribution using an Indirect Approach
• 3) Selective Distribution with an Indirect Approach
ALTERNATIVE OPTIONS
????
ONE =
• (2008). Retrieved November 13, 2009, from Times&Transcript: http://timestranscript.canadaeast.com/
• (2009, July 31). Retrieved November 13, 2009, from Agriculture and Agri-Food Canada: http://www.agr.gc.ca/
• Grewal, Levy, Persaud, Lichti. (2009). Marketing- Canadian Edition. McGraw-Hill Ryerson Ltd.
• Inquiry Into the Quebec Beer Market. (2009, November 05). Retrieved November 13, 2009, from Competition Bureau: http://competitionbureau.gc.ca/eic/site/cb-bc.nsf/eng/00786.html
REFERENCES
MERCI!
-GROUP C-Jesse AldridgeClaire GaigalMatt HumanSunny Ling
Crystal Thorleifson
THANK YOU!