CHAPTER 14 DISCUSSION QUESTIONS1) Above all, an entrepreneur must place who first when considering a location?2) Entrepreneurs generally prefer to locate in regions of the country that areexperiencing what?3) What is one of the first stops entrepreneurs should make when conducting aregional evaluation?4) Every state has what type of office working to recruit new businesses?5) Because of its location in the center of the country, what city has become hometo many companies distribution centers?6) For many businesses, especially technology-driven companies, what is one ofthe most important characteristics of a potential location?7) What is one consistent trend that the lists of "best cities for business" haverevealed about successful small companies?8) What are "clusters?"9) What is the final step in the location selection process?10) The one element common to all businesses is the need to locate what?11) Define layout.12) What should entrances do to customers entering a store?13) Define ergonomics.14) What allows employees to work at maximum efficiency?15) What are key ingredients to engage all of a companys customers senses?
BEER CONSUMER DEMOGRAPHICS(BASED ON GALLUP POLL CONDUCTED JULY 2010 OF U.S. ADULTS 18+)•MEN ACCOUNT FOR MORE THAN 80% OF THE VOLUME CONSUMED.•MEN UNDER 50 ARE AMONG THOSE WHO MOST STRONGLY PREFER BEER AS THEIRALCOHOLIC DRINK.•18-34 YEAR OLDS STRONGLY PREFER BEER AS THEIR ALCOHOLIC DRINK.•55+ CHOOSE WINE AS THEIR PREFERRED ALCOHOLIC BEVERAGE.•BEER IS THE TOP CHOICE FOR ALL 4 MAJOR REGIONS OF THE COUNTRY.•THE MOST POPULAR REGION OF THECOUNTRY FOR BEER: THE MIDWEST.
•MINTEL GROUP LTD. IS A PRIVATELY OWNED LONDON-BASED MARKET RESEARCH FIRMTHAT WAS ESTABLISHED IN 1972.•THE FOLLOWING IS BASED ON MINTEL RESEARCH PUBLISHED IN 2010.•13% OF US BEER DRINKERS SAY THEY PREFER DOMESTIC CRAFT OR MICROBREW BEER,COMPARED TO 43% FOR TRADITIONAL DOMESTIC BEER.•BUT 59% SAY THEY LIKE TO TRY THEM & 51% SAY THEY WOULD TRY MORECRAFT/MICROBREW BEERS IF THEY KNEW MORE ABOUT THEM.“Craft beers have increased in popularity in the past five years, and enjoyed a boost in theirconsumer base. Craft beer is most popular with the 25-34-year-old crowd, so manufacturers wouldbe wise to target this demographic and educate them more about artisan beers.”GARIMA GOEL LALSENIOR ANALYST AT MINTEL
•MINTEL FOUND THAT PRICE IS A DETERRENT FOR SOME DRINKERS.•41% OF DRINKERS ONLY ENJOY CRAFT/MICROBREW BEERS AS ATREAT BECAUSE THEY ARE EXPENSIVE.•29% REPORT DRINKING LESS CRAFT BEER BECAUSE OF PRICE.•BUT, THE INDUSTRY LIKE THE ECONOMY IS BOUNCING BACK.“The recession hit many industries hard, and the beer market was noexception. The good news is, it appears that the influence of the recessionis becoming less pronounced on the beer market in terms of losingvolume. The number of beer drinkers who are drinking less beer hasdecreased since 2009.”GARIMA GOEL LALSENIOR ANALYST AT MINTEL
•MINTEL ALSO FOUND THAT PACKAGING IS JUST AS IMPORTANT ASTHE BEER ITSELF.•63% OF BEER DRINKERS PREFER A BOTTLE.•20% OF BEER DRINKERS PERFER A CAN.•8% OF BEER DRINKERS PREFER DRAFT BEER.
TOP 5 STATES IN BREWERIES PER CAPITA(BASED ON 2011 CENSUS DATA)PER CAPITA: PER PERSONFULL LIST IS ON CAMPUSWEB
5) MAINEBREWERIES: 33PER CAPITA: 40,253
4) COLORADOBREWERIES: 130PER CAPITA: 38,686
3) MONTANABREWERIES: 32PER CAPITA: 30,919
2) OREGONBREWERIES: 124PER CAPITA: 30,896
1) VERMONTBREWERIES: 24PER CAPITA: 26,073
THE STATE WITH THE MOST TOTAL BREWERIESCALIFORNIA: 268