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Marketing aspects of the brewing industry

Author: Christian Schmitt

Publisher: GRIN Verlag

Published: 2011

Total Pages: 89

ISBN-13: 3640842235

Examensarbeit aus dem Jahr 2007 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,3, University of Florida, Sprache: Deutsch, Abstract: Anheuser-Busch has to rethink its current strategy and to focus on its core competence: brewing and marketing of beer. A strategic realignment acquires a disinvestment in the business units with low strategic fit, e.g. the theme park or the agriculture division. The integration strategy has to be ended. The money tied up there and additional funds by investors have to be used to acquire other breweries, especially in the emerging markets. At the same time, Anheuser-Busch should increase its interest in Grupo Modelo, to counteract demographic changes in its home market, the United States. Moreover, the brewery has to invest heavily in research and development, a key element for future success in the brewing industry. New beer and beer-mixed categories offer an opportunity for high profits, as new consumers feel attracted by these products. Besides all these changes, Anheuser-Busch should not take away too much attention from its home market and defend the leading market position. Thereby, the brand is the key element to success in the beer industry. Anheuser-Busch has to assure that it obtains the current brand reputation. The same applies to possible new acquisitions. The brewing business is quite a lucrative industry for macro-breweries like Anheuser-Busch. The overall pressure caused by the industry forces is moderate to low. The big market participants have only to be aware of substitute products, rivalry and, to a certain degree, of new entrants. Substitute products, like wine or other liquors, are becoming more and more popular, putting pressure on the beer market. Anheuser-Busch has to react by introducing new products and has to help that beer keeps a fashionable image. The rivalry is only a problem in the mature markets, whereas the pressure is low in emerging markets due t

Case Studies in the Beer Sector

Author: Roberta Capitello

Publisher: Woodhead Publishing

Published: 2020-09-09

Total Pages: 390

ISBN-13: 0128177357

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Case Studies in the Beer Sector investigates managerial and marketing dynamics in the beer sector. It explores the relevance of consumer science and its use as a tool for marketing strategies, putting special focus on small craft breweries. The book provides a variety of case studies from several countries to outline the global context within which the beer industry is developing. Real-life examples on how innovation and differentiation strategies affect consumer perceptions of beer are included, along with the relationship among breweries throughout the supply chain. Sections cover business strategy, sustainability, and how breweries are meeting the increasing demand for sustainable production processes. While this book provides a thorough reference for scholars and practitioners who work in the beer sector, it is also ideal for those studying business, agriculture, food engineering, technology, applied marketing and business strategy. Investigates contemporary managerial and marketing dynamics in the beer sector Explores the relevance of consumer science and its use as a tool for marketing strategies for both multinational players and small craft breweries Includes case studies that provide the reader with real-life examples on how to apply concepts discussed Offers a global, cross-cultural perspective on the beer sector in different countries and continents

Brewing, Beer and Pubs

Author: I. Cabras

Publisher: Springer

Published: 2016-04-27

Total Pages: 326

ISBN-13: 1137466189

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The production of beer today occurs within a bifurcated industrial structure. There exists a small number of large, global conglomerates supplying huge volumes of a limited range of beers, and a plethora of small and medium breweries producing a diverse range of beers sold under unique brands. Brewing, Beer and Pubs addresses a range of contemporary issues and challenges in this key sector of the global economy, and includes contributions by research specialists from a variety of countries and disciplines. This book includes the marketing and globalization of the brewing industry, beer excise duties and market concentration, and reflections upon developments in brewing and beer consumption across the world in order to explore the wide-reaching influence of this industry. Alongside these global topics more localised themes are presented such as market integration in the Chinese beer and wine markets, beer and brewing in Africa and South America, and turbulence and change in the UK public house industry, which demonstrate how the consumption of beer in pubs and other social environments make the beer industry integral to local communities and regions worldwide.

Internet Marketing For Brew Industry

Author: Buffy Kostelnick

Publisher:

Published: 2021-06-07

Total Pages: 66

ISBN-13:

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Have you noticed that breweries seem to be everywhere? Even small towns are boasting their own brews and selling bottles of the hoppy stuff online. The first step to marketing any brewery is to spend time on the recipe. In other words, it has to live up to the expectations and hype. Taste and appearance are integral to any great craft brew. No aficionado wants to pour a glass of liquid that looks and smells like a swill. If you want to promote your brewery on the internet, then this book is for you. This book is an ideal introduction for people who are associated with the brewing industry and at the same time want to get a solid foundation of e-marketing. What will you find in this book? Theory - marketing and marketing-mix elements, the relation of them to internet marketing, as well as the legal aspects, tools, their evolution, and the impact on the creation of advertising campaigns. The reader will also be introduced to marketing in the brewing industry. Practice - case study: characteristics of the beer market in Poland. Why Poland? In recent years, Poland has been experiencing a real flourishing of brewing. One of the largest brewing enterprises in Poland - Kompania Piwowarska and its Tyskie brand - was selected for the case study. The reader will be able to familiarize themselves with the company's strategic analysis, its macro-environment, micro-environment, communication channels used by the company, product portfolio, and their campaigns. Buy this book now.

Sell Your Beer in the Net

Author: Filip Wiśniewski

Publisher: Independently Published

Published: 2019-05-20

Total Pages: 106

ISBN-13: 9781099297878

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This book is an ideal introduction for people who are associated with the brewing industry and at the same time want to get a solid foundation of e-marketing. What will you find in this book? - Theory - marketing and marketing-mix elements, relation of them to internet marketing, as well as the legal aspects, tools, their evolution and the impact on the creation of advertising campaigns. The reader will also be introduced to marketing in the brewing industry. - Practice - case study: characteristics of the beer market in Poland. Why Poland? In recent years, Poland has been experiencing a real flourishing of brewing. One of the largest brewing enterprises in Poland - Kompania Piwowarska and its Tyskie brand - was selected for the case study. The reader will be able to familiarize themselves with the company's strategic analysis, its macro-environment, micro-environment, communication channels used by the company, product portfolio and their campaigns. Table of contents INTRODUCTION Part 1. Internet marketing - what's up with that? CHARACTERISTICS OF INTERNET MARKETING MARKETING AND MARKETING-MIX THE CONCEPT OF INTERNET MARKETING INTERNET MARKETING AND TRADITIONAL MARKETING LEGAL ASPECTS OF INTERNET MARKETING INTERNET MARKETING TOOLS THE EVOLUTION OF INTERNET MARKETING TOOLS TYPES OF ADVERTISING ON THE INTERNET AND CREATING ONLINE CAMPAIGNS MARKETING IN THE BREWING INDUSTRY IN POLAND AND IN THE WORLD Part 2. Case study KOMPANIA PIWOWARSKA AS A MARKET ENTITY CHARACTERISTICS OF THE BEER MARKET IN POLAND KOMPANIA PIWOWARSKA AND CHARACTERISTICS OF ITS PRODUCTS THE MACRO-ENVIRONMENT OF THE ENTERPRISE THE ANALYSIS OF COMPETITIVE ENVIRONMENT THE ANALYSIS OF MARKETING ACTIVITIES OF KOMPANIA PIWOWARSKA AND THE TYSKIE BRAND CHANNELS OF COMMUNICATION OF THE COMPANY MARKETING CAMPAIGNS OF THE COMPANY CONCLUSION Buy your copy today!

The Global Brewery Industry

Author: Jens Gammelgaard

Publisher: Edward Elgar Publishing

Published: 2013-01-01

Total Pages: 353

ISBN-13: 1781006350

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ÔThis book describes a number of different empirical studies and evaluations of the international brewery industry. This industry has recently undergone two climactic changes within a ten to fifteen year time period. These are a significant industry-wide consolidation of firms and market shares accompanied by the internationalization of what was previously a largely local industry. Understanding the drivers and implications of such abrupt and massive change in the competitive environment of an industry is of great interest to international and strategic management scholars. Most of the bookÕs chapters address this issue, some at the global industry level, some at a regional level, and some at the level of a specific country. Taken together, they comprise an insightful case study of an interesting industry at its most interesting point in time.Õ Ð William G. Egelhoff, Fordham University, US ÔThe individual contributions in this volume paint a varied and rich picture of strategies and rivalries, the role of environments and institutions, leadership and also customer approaches in both global and local brewery industry. Some of the analysed phenomena are more standard to an IB audience, like consolidation, technological development, and shifts in global markets, but they get a specific flavor and color through this industry focus, while other topics definitely seem more specific (like ÒBierstrasseÓ on Mallorca). For readers with good taste.Õ Ð Rian Drogendijk, Uppsala University, Sweden This unique book explores some of the key topics of international business through the context of a global industry, focusing on the challenges brewery companies face as they operate in globalized markets. It examines the strategies of individual firms to develop markets and explores new insights into recent company rivalries, both globally and locally. In addition, it offers detailed analysis of some of the major players in the industry through longitudinal studies. Drawing on a range of perspectives, the contributing authors explore six overarching themes: international market developments and firm performance; host country institutional effects; multi-point competition and rivalries; cross-border M&A integration and subsidiary development; leadership and internationalization; and boundless customer interfaces through such elements as social media and tourism. The Global Brewery Industry will prove insightful for scholars across international business, as well as providing an appealing case study for advanced students. It will be invaluable to those investigating the brewery sector specifically, or working with brewing firms.

Beer Marketing Online

Author: Judy Cubas

Publisher:

Published: 2021-06-07

Total Pages: 66

ISBN-13:

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An international marketing strategy for Black Sheep Brewery in Australia

Author: Stefanie Aulenbach

Publisher: GRIN Verlag

Published: 2008-04-18

Total Pages: 24

ISBN-13: 3638037258

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Seminar paper from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, University of Sunderland (New College Durham), 17 entries in the bibliography, language: English, abstract: 1. Introduction “International marketing is the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives.” (Onkvisit and Shaw, 1997) This report analyses the Black Sheep Brewery and gives recommendations on international expansion. It will analyse four pre-selected possible new markets, (Canada, Japan, South Africa and Spain) recommend one of them for future expansion and outline a market entry strategy and a marketing mix for this new market. The author is a consultant employed by New Paradigms Research Organisation. According to McCarthy and Perreault (1994) a 5 step approach has to be implemented to find a new potential market: 1. Defining the problem 2. Analysing the situation 3. getting problem-specific data 4. Interpreting the data 5. Solving the problem In order to find the best potential market for the brewery the author has to examine the different potential countries in consideration of their accessibility, market size and profitability. Furthermore recommendations due to the market choice, the market entry strategy and the marketing mix will be given.

Sell Your Beer in the Net

Author: Filip Wisniewski

Publisher:

Published: 2019-09-02

Total Pages: 102

ISBN-13: 9788395532405

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This book is an ideal introduction for people who are associated with the brewing industry and at the same time want to get a solid foundation of e-marketing. If you are a beginner in the field of marketing in general and looking for the first easy step-by-step manual, Sell your beer... will be perfect for you. What will you find in this book? Theory - marketing and marketing-mix elements, relation of them to internet marketing, as well as the legal aspects, tools, their evolution and the impact on the creation of advertising campaigns. The reader will also be introduced to marketing in the brewing industry. Practice - case study: characteristics of the beer market in Poland. Why Poland? In recent years, Poland has been experiencing a real flourishing of brewing. One of the largest brewing enterprises in Poland - Kompania Piwowarska and its Tyskie brand - was selected for the case study. The reader will be able to familiarize themselves with the company's strategic analysis, its macro-environment, micro-environment, communication channels used by the company, product portfolio and their campaigns. Table of contents Part 1. Internet marketing - what's up with that? Characteristics of Internet marketing Marketing and marketing-mix The concept of Internet marketing Internet marketing and traditional marketing Legal aspects of Internet marketing Internet marketing tools The evolution of Internet marketing tools Types of advertising on the Internet and creating online campaigns Marketing in the brewing industry in Poland and in the world Part 2. Case study Kompania Piwowarska as a market entity Characteristics of the beer market in Poland Kompania Piwowarska and characteristics of its products The macro-environment of the enterprise The analysis of competitive environment The analysis of marketing activities of Kompania Piwowarska and the Tyskie brand Channels of communication of the company Marketing campaigns of the company Remember: nobody was the specialist at the beginning of his career. But if you are reading these words, you have just started your way to success. Discover the world of marketing with the flavour of beer! About the author Filip Wiśniewski - Specialist in digital business and marketing research, currently he works in one of the biggest marketing research company worldwide; responsible for analysis for FMCG industry. Keen on craft brewing; as a hobby, he gained experience during his work in craft beer bars; alumnus of the best Polish economic school with internet marketing specialisation.

Market Entry Alternatives For International Marketing

Author: Difrine Madara

Publisher: GRIN Verlag

Published: 2020-06-17

Total Pages: 19

ISBN-13: 3346184277

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Academic Paper from the year 2019 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, , language: English, abstract: This paper evaluates various entry options of the company BrewDog with their introduction of a new non-alcoholic drink to the United States market with an aim of selecting the most appropriate option. BrewDog is a multinational brewery and pub chain headquartered in Ellon, Scotland. From the beginning, the founders of BrewDog adopted a management strategy that focused on innovation of unique beer products and targeting those who were tired of the industrial beer. The vision of BrewDog is to lead the revolution of the beer industry and redefine British beer drinking culture. Nonetheless, BrewDog products are yet to penetrate other valuable markets such as the United States. To enter United States market, the company plans to introduce a new non-alcoholic drink called Punk AF. The challenge for the marketers and managers is thus to determine the best entry alternative into the United States.