Marketing Analysis for Meantime Brewery
MARK1161: Marketing Practice
Report
Sherif Saad
Introduction
Beer is an alcoholic beverage that is considered the most widely used alcoholic beverage worldwide. Production and distribution of beer is not an easy task. As for the UK industry, it has four large organizations that enjoy an oligopoly with 85% of the market volume. The Meantime Brewery has to identify the most suitable and profitable ways to hit the market. The report analyses the market’s situation using the
Four P’s, SWOT Analysis, Segmentation, Targeting and Positioning of the Meantime
Brewery, then finally analyse the industry through Porter’s Five Forces. (Dinkhoff,
2010)
Beer Sales 13.7%
29.6%
15.4% 19.4%
Hienkien Molson Coors
21.9%
AB inBev Carlsberg Others
Financial stability of any nation can be reflected by inflation and taxes; the beer industry in the UK has many challenges, as the external environment is very competitive and Meantime need to consider other competitors in the market well to be able to break the boundaries and reach the peak. Meantime Brewery has to maintain unprecedented ways of reaching consumers, aiming to educate them to acknowledge the true authentic quality beer. Therefore, this report will discuss the suitable ways to achieve such objectives.
2
THE FOUR P’S
Product
An immense collapse for a company is to decide what to offer first, without understanding what the customers need and hope for a market to enter afterwards. On the other hand, successful companies should always recognize what customers want then afterwards develop their products. Meantime recognizes the massive importance of beer on the British culture/history, they are recognized fort their homemade modern craft beer. According to Richard Myers, Marketing Director at Meantime
“London is a very important part of the Meantime story, we are Greenwich born
Report
Sherif Saad
Introduction
Beer is an alcoholic beverage that is considered the most widely used alcoholic beverage worldwide. Production and distribution of beer is not an easy task. As for the UK industry, it has four large organizations that enjoy an oligopoly with 85% of the market volume. The Meantime Brewery has to identify the most suitable and profitable ways to hit the market. The report analyses the market’s situation using the
Four P’s, SWOT Analysis, Segmentation, Targeting and Positioning of the Meantime
Brewery, then finally analyse the industry through Porter’s Five Forces. (Dinkhoff,
2010)
Beer Sales 13.7%
29.6%
15.4% 19.4%
Hienkien Molson Coors
21.9%
AB inBev Carlsberg Others
Financial stability of any nation can be reflected by inflation and taxes; the beer industry in the UK has many challenges, as the external environment is very competitive and Meantime need to consider other competitors in the market well to be able to break the boundaries and reach the peak. Meantime Brewery has to maintain unprecedented ways of reaching consumers, aiming to educate them to acknowledge the true authentic quality beer. Therefore, this report will discuss the suitable ways to achieve such objectives.
2
THE FOUR P’S
Product
An immense collapse for a company is to decide what to offer first, without understanding what the customers need and hope for a market to enter afterwards. On the other hand, successful companies should always recognize what customers want then afterwards develop their products. Meantime recognizes the massive importance of beer on the British culture/history, they are recognized fort their homemade modern craft beer. According to Richard Myers, Marketing Director at Meantime
“London is a very important part of the Meantime story, we are Greenwich born