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MOOSEHEADBREWERIES<br />
What market entry strategy should Moosehead Brewery adopt in order to efficiently enter the Quebec beer market?<br />What ...
Everyone of legal drinking age who may consider purchasing beer<br />TARGET MARKET<br />
KEY FINDINGS<br />There is $2 billion in beer consumed in Quebec each year (60 million 24-bottle cases)<br />In Quebec, li...
STRENGTHS<br />Close proximity to Quebec<br />Unused capacity in production facilities<br />Sole proprietorship<br />Quali...
Relatively small compared to major, national breweries<br />Labelling costs <br />WEAKNESSES<br />
OPPORTUNITIES<br />Quebec has lower liquor tax than other provinces<br />Quebec has the 2nd largest beer market in Canada<...
Regional pride of beer drinkers<br />Communication/cultural barriers <br />Lobbying by smaller Quebec microbreweries<br />...
ALTERNATIVE #1<br />Position Moosehead Exclusively using an Indirect Approach<br />
Non invasive in it’s appeal to potential consumers<br />Assures availability of inventory<br />Exclusive availability of t...
DISADVANTAGES<br />Ignores numerous sectors of potential target market<br />May make some consumers angry due to lack of p...
ALTERNATIVE #2<br />IntensiveDistributionusinganIndirectApproach<br />
Product reaches entire target market<br />Generates higher sales due to increased traget market exposure<br />Creates bran...
DISADVANTAGES<br />Could be seen as an invasion of an out of province product(regional pride)<br />Supply shortage is prod...
ALTERNATIVE #3<br />SelectiveDistributionwithanIndirectApproach<br />
Maintains Mooseheads image<br />Controls the flow of merchandise<br />Retailers have a strong incentive to<br />  sell the...
DISADVANTAGES<br />Potential misinterpretation of market research could lead to placing Moosehead in the wrong place<br />...
1) Position Moosehead Exclusively    using an Indirect Approach<br />2) Intensive Distribution using an Indirect Approach<...
????<br />=<br />ONE<br />
REFERENCES<br />(2008). Retrieved November 13, 2009, from Times&Transcript: http://timestranscript.canadaeast.com/<br />(2...
MERCI!<br />THANK YOU!<br />-GROUP C-<br />Jesse Aldridge<br />Claire Gaigal<br />Matt Human<br />Sunny Ling<br />Crystal ...
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Moosehead Beer Case Study

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Transcript of "Moosehead Beer Case Study"

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