Download or read book Marketing aspects of the brewing industry written by Christian Schmitt and published by GRIN Verlag. This book was released on 2011 with total page 89 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Download or read book Internet Marketing For Brew Industry written by Buffy Kostelnick and published by . This book was released on 2021-06-07 with total page 66 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Sell Your Beer in the Net written by Filip Wiśniewski and published by Independently Published. This book was released on 2019-05-20 with total page 106 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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!

Download or read book Case Studies in the Beer Sector written by Roberta Capitello and published by Woodhead Publishing. This book was released on 2020-09-09 with total page 390 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Download or read book Brewing Beer and Pubs written by I. Cabras and published by Springer. This book was released on 2016-04-27 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Sell Your Beer in the Net written by Filip Wisniewski and published by . This book was released on 2019-09-02 with total page 102 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Market Entry Alternatives For International Marketing written by Difrine Madara and published by GRIN Verlag. This book was released on 2020-06-17 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Beer Marketing Online written by Judy Cubas and published by . This book was released on 2021-06-07 with total page 66 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book The History of the Beer and Brewing Industry written by Ignazio Cabras and published by Routledge. This book was released on 2018-04-19 with total page 303 pages. Available in PDF, EPUB and Kindle. Book excerpt: Beer is widely defined as the result of the brewing process which has been refined and improved over centuries. Beer is the drink of the masses – it is bought by consumers whose income, wealth, education, and ethnic background vary substantially, something which can be seen by taking a look at the range of customers in any pub, inn, or bar. But why has beer became so pervasive? What are the historical factors which make beer and the brewing industry so prominent? How has the brewing industry developed to become one of the most powerful global generators of output and revenue? This book answers these and other related questions by exploring the history of the beer and brewing industry at a global level. Contributors investigate a number of aspects, such as the role of geographical origin in branding; mergers, acquisitions, and corporate governance (UK, European and US perspectives); national and international political economy; taxation and regulation (including historical and contemporary practice); national and international trade flows and distribution networks; and historical trends in the commercialisation of beer. The chapters in this book were originally published as online articles in Business History.

Download or read book An international marketing strategy for Black Sheep Brewery in Australia written by Stefanie Aulenbach and published by GRIN Verlag. This book was released on 2008-04-18 with total page 30 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Sunderland (New College Durham), 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.

Download or read book Marketing Future Scenario Planning Karlsberg Brewery written by Florian Mayer and published by GRIN Verlag. This book was released on 2007-10 with total page 53 pages. Available in PDF, EPUB and Kindle. Book excerpt: Examination Thesis from the year 2003 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 78, University of Leeds (Trinity and All Saints College), course: Adnaced Marketing, ber 103 Fu noten entries in the bibliography, language: English, abstract: At the heart of the traditional approach to business strategy lies the assumption that by applying a set of analytical tools, executives can predict the future of any business accurately enough to allow them to choose a clear strategic direction. However, what happens when the environment is so uncertain as is more and more the case today in our fast-paced society that no amount of backward-oriented amount of data and analysis will allow business leaders to predict the future. One approach that has been applied successfully more frequently over the last couple of years is future scenario planning, where different business environment scenarios are imagined, developed and possible business stratgies planned out by internal and external experts. In this paper firstly a thourough competitive analysis of the German beer market as well as the company under study - Karlsberg Brauerei, a local South-West German brewery - is performed. Then, two distinct future scenarios are being developed from the data and analysis. These future business scenarios are followed by detailed strategic plans that recommend different ways the company can move to take advantage of future developments in its market.

Download or read book How To Promote Your Beer On The Internet written by Winfred Verdusco and published by . This book was released on 2021-06-07 with total page 66 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book The U S Brewing Industry written by Victor J. Tremblay and published by MIT Press. This book was released on 2005 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: A definitive study that uses a blend of theory, history, and data to analyze the evolution of the US brewing industry; draws on theoretical tools of industrial organization, game theory, and management strategy. This definitive study uses theory, history, and data to analyze the evolution of the US brewing industry from a fragmented market to an emerging oligopoly. Drawing on a rich and extensive data set and applying the theoretical tools of industrial organization, game theory, and management strategy, the authors provide new quantitative and qualitative perspectives on an industry they characterize as "a veritable market laboratory." The US brewing industry illustrates many of the important topics in industrial organization, economic policy, and business strategy, including industry concentration, technological change, brand proliferation, and mixed pricing strategies. After giving an overview of the industry, Tremblay and Tremblay discuss basic demand and cost conditions and industry concentration. They describe the evolution of the leading mass-producing brewers and the emergence of both specialty brewers and imports. They analyze the history and the causes of product and brand proliferation (showing how product proliferation leads to firm dominance), discuss price, advertising, merger, and other management strategies, and examine the industry's economic performance. Finally, they discuss public policy, including anti-trust and public health issues. The authors' set of industry, firm, and brand data for the period 1950-2002 -- the most comprehensive data set of economic variables available for an oligopolistic industry -- will be available to purchasers of the book who send an e-mail request. Data sources are listed in an appendix. Robert S. Weinberg, a management strategy scholar and leading consultant to the brewing industry, contributes a foreword. This ambitious, authoritative work, capping the authors' 25-year study of the brewing industry, will be a valuable resource for industry analysts, economists, and students of industrial organization.

Download or read book German beer in Namibia A possible marketing strategy for German Breweries in Africa written by Julian Rudolf and published by GRIN Verlag. This book was released on 2021-03-24 with total page 34 pages. Available in PDF, EPUB and Kindle. Book excerpt: Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1.3, Hochschule Aschaffenburg, Sprache: Deutsch, Abstract: To show the complexity and diversity of international marketing, the term paper focuses on the development of a practical case of a German consumer product that is marketed to a foreign country. For this term paper, the (fictional) case of the P Brewery, which sells their wheat beer to Namibia, is developed. The term paper deals with the description of the means of competition (4Ps) to market P Brewery wheat beer to Namibia. A special attention is given to the cultural characteristics and environmental uncontrollable elements of Namibia and their consequences for the marketing activities, especially for the conception of the “4Ps”. Besides that, the market entry strategy of the P Brewery and the medium and long-term strategy of P Brewery is described more detailed. Due to the limited scope of the term paper, the focus will be on selected uncontrollable elements and cultural elements. It is also not intended to develop a complete international marketing concept for the P Brewery ; the focus will be on the most important aspects. International marketing operations are complex and diverse. The difference between domestic and international marketing does not lie in different concepts but rather in the environment within which the marketing plans must be implemented and realized. The basic principles of marketing still apply, but their applications, complexity, and intensity may vary substantially. The complexity of international marketing comes from the wide range of unfamiliar problems and the different internationals marketing strategies, which are necessary to overcome different levels of uncertainty in foreign markets. Competition, legal restraints, government controls, weather, fickle consumers and any number of other uncontrollable elements can, and frequently do, affect the profitable outcome of good and prepared marketing plans. The marketer cannot control or influence these uncontrollable elements, but instead must adjust or adapt to them in a manner consistent with a successful outcome. What makes marketing interesting is the challenge of shaping the controllable elements of marketing decisions (product, price, promotion and distribution) within the framework of the uncontrollable elements of the marketplace in a way that the marketing objectives are achieved.

Download or read book Development of the Craft Beer Industry in Germany written by Hanna Kattilakoski and published by GRIN Verlag. This book was released on 2020-07-08 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2016 in the subject Business economics - Industrial Management, grade: 90.00, Cologne Business School Köln, course: Strategic Management, language: English, abstract: Beer has been an integral part of German culture for centuries, but the craft beer industry, a more recent market segment, has been evolving since the 1980s. This paper delves into the context of the craft beer industry in Germany, exploring the dimensions of industry development, the inhibitors affecting this development, and the intriguing paradox between compliance and choice. To comprehend the craft beer segment's position within the German beer market, it's essential to analyze industry development. Porter's five forces (competitors, buyers, suppliers, new entrants, substitutes) identify key players within the industry that require deeper examination. Industry development results from shifts in the underlying factors within the sector. This analysis offers insights into the future of the craft beer market. Industry development encompasses several categories, each with unique characteristics that signal potential shifts in the industry landscape. These dimensions will be further explored. In converging industries, companies become more alike, while divergence occurs when businesses introduce new models and differentiate themselves. The beer industry leans toward divergence, especially within the craft beer subsector. Craft beer is a product of this divergence, with brewers striving to offer unique experiences and flavors. Craft breweries focus on individuality and distinctive taste profiles, challenging the former homogeneity of beer. Craft beer can be divided into subcategories, such as microbreweries, brewpubs, contract brewing companies, and regional craft breweries. These segments showcase the industry's capacity for innovative business models, ensuring each craft brewer's uniqueness.

Download or read book The Global Brewing Industry written by Johannes Hartmann and published by GRIN Verlag. This book was released on 2003-11-28 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2003 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3 (A), University of Brighton (Economics), course: Strategic Management, language: English, abstract: 1 Industry Definition2 For the purpose of this business report the global brewing industry is defined as the group of those companies, that are producing beer and operate on a national or a global scale. For diversified companies the report focuses on the beer brewing activities of those respective firms. 2 The Industry's Current Position3 As already predicted by Stewart Gilliland4 of Whitbread PLC as well as many other industry experts, during the last two years crucial developments have taken place. First, in terms of industry concentration and global expansion of dominant players. Second in terms of consumer taste and behaviour which again had an impact on company's strategies and product portfolios. 2.1 The Markets The industry's main markets are Western Europe, Eastern Europe, America including North- and South America, Africa and Asia including China and India. In each of those regions the industry is in a completely different stage of the industry lifecycle.5 Moreover population and per capita consumption indicate growth opportunities and hence potential attractiveness of the respective markets.6 (See: Appendix A and B) [...] 2 "If industries are defined by competitive relationships among firms (...)" Grant, Robert M. (1998), Contemporary Strategic Analysis, p. 85 3 For the purpose of this report the "position of an industry" is defined as the stage of the industry within the industry life cycle. 4 "The beer market will change more in the next 5 years than it has in the last 15.", Stewart Gilliland, Sales & Marketing Director of Whitbread PLC (today part of the Interbrew group), quoted by The Grocer, 6ht May 2000, in Key Note on "Premium Lagers, Beers & Ciders", Market Report Plus 2000 5 Heineken, Annual Report 2001, Report of the Executive Board, p. 15 6 Saul Klein (2000), "South African Breweries: Achieving Growth in the Global Beer Market", ECCH-Collection, p. 6

Download or read book Emerging Marketing Patterns in the Brewing Industry written by Robert W. Wietzke and published by . This book was released on 1958 with total page 104 pages. Available in PDF, EPUB and Kindle. Book excerpt: