research during the course Introduction to Market Research (IMR). In the IMR project we focus on the macro- and microenvironment of the product. We will research the potential of our chosen product in the Dutch market. The product we have chosen is a beer from Uganda called Nile Special and it’s produced by Nile Breweries. Nile Breweries was founded in 1951 by a group of businessmen associated with the Construction of Owen Falls Dam at the Source of River Nile. Muljibhai Madhvani and Company‚ an Asian-Ugandan
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Brewing Company that were profitable‚ publicly traded firms—but there was something different about Alridge: it embodied the ethos and grassroots beginnings of the microbrew movement‚ and Shipman was confident that widespread market demand for craft beer was set to explode. He and the team had steadily developed their premium-quality handmade ales for nearly fifteen years‚ and their loyal customer base was strong. In the last year alone‚ he’d forged alliances with both Starbucks (for the purposes of
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success of a popular style known as Bohemian lager (Anheuser-Busch - Wikipedia). Today Anheuser-Busch operates 12 breweries throughout the U.S.‚ has a 48.9% market share in beer sales‚ employs approximately 114‚000 workers worldwide (Anheuser-Busch InBev - In a few facts) and produces approximately 11 billion bottles and cans of beer a year (Anheuser-Busch - Wikipedia). In 2008 the Busch family reluctantly sold to a Brazilian-Belgian brewing company by the name of InBev. This merged two of the top
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Craft beer originated in the UK in the late 1970s‚ and things were never the same. "Microbreweries" described a new generation of small breweries which focused on producing traditional cask ale. These breweries gradually came to reflect an alternative attitude and different approach to brewing. Craft brewing were/are known for being relatively small‚ independently-owned commercial breweries that employ traditional brewing methods and emphasize flavor and quality. Craft brewing is huge and is most
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CASE STUDY: MOLSON COORS BREWING COMPANY 1. COMPANY HISTORY‚ DEVELOPMENT AND GROWTH The Molson Coors Brewing Company is an alcohol beverage company. It manufactures and markets beers and other beverage products through its subsidiaries across the world. Commercializes its products under a line of owned and partner brands. MCBC operates through four reportable segments‚ namely‚ Canada‚ the US‚ the UK‚ and Molson Coors International (MCI). Some of its major brands include Coors Light‚ Molson
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the amount of water used in producing beer. Lion Nathan has built a water recycling plant to reduce the amount of water required to produce a litre of beer to 2.2 litres. o Improvements in temperature control have reduced wastage from heat stressed fermentation. This has allows breweries to reduce their wastage and therefore costs. o - Government and Regulatory: o Currently the level of regulation is heavy and the trend is steady. Beer is covered by the Australian & New Zealand
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Mexicali beer to the United Kingdom. The report is divided into six chapters‚ including the marketing objectives‚ the product component model‚ the distribution‚ the promotion mix‚ the price strategy and determination and the financial statements. Mexicali’s target group consists of women aged between 18 and 35 years‚ living in England and belonging either to the middle or working class. The target group represents 5‚270‚100 women respectively‚ who are expected to purchase 8‚715‚000 Mexicali beers in the
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towards alcohol could prompt legislators to implement restrictive measures such as limitations on availability‚ advertising‚ sponsorships‚ distribution and point-of-sales and increased government tax and may cause consumption trends to shift away from beer to non-alcoholic beverages. Negative publicity‚ restrictive measures and potential change in consumption trends could lead to a decrease in brand equity and sales of HEINEKEN’s products. Advocating responsible consumption through our brands Our
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INTRODUCTION Asahi Breweries‚ after its successful introduction of “Super Dry” to the Japanese beer market‚ has established itself as a profitable national player. To meet its growing demand‚ Asahi is considering an investment proposal to expand capacity. Firm-specific analysis‚ industry analysis‚ and a critical assessment of alternative strategies will be discussed to evaluate the proposal. A recommendation and implementation schedule will be presented based on the quantitative and qualitative
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Political factorsThere is an overall decline of consumption of Beer in Europe as many traditional key markets havebeen made increasingly aware of the social problems associated with alcohol consumption. Factorscould be the active campaign of European governments against drunken driving‚ binge-drinking andconsequently the long term health and fitness problems.Economic factorsIn the case study there is the talk of the overall decline of European beer consumption‚ while therewas an increase in emerging markets
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