Beruflich Dokumente
Kultur Dokumente
CASE ANALYSIS
Group 2
ANSHUL SETH-IPM2011014
CLINTON THOMAS-2014PGP094
INDRANIL CHAKRABORTY
-2014PGP136
KARAN DEV-2014PGP155
PATNI SAPNA RAVINDRA2014PGP251
SUNEET BADLA-2014PGP384
VAIDA HEMACHANDAR2014PGP410
CASE FACTS:
This was due to competition from wine and spirits as well as new
national health recommendations to decrease alcohol consumption for
improved health.
This movement of consumer purchasing practice, makes adding a light
beer product attractive.
Competitors:
Company:
Collaborators:
A QUALITIVE ANALYSIS
EXTERNAL FACTORS:
OF
THE
POSSIBLE
INTERNAL
AND
WEAKNES
S
Small Target Customers
(Excludes first time
drinkers and women)
Only one product
Presence in only East
Region
2% decrease in Revenue
Seen as low income blue
collar beer
STRENGTH
S
SWOT
ANALYSI
S
Changing Consumer
Taste Preference
Stable Market
Entry of Light Beer
Female Target Customer
OPPORTUN
ITY
THREATS
MARKETING STRATEGY:
THE THREE TRACKS FOR MMBC:
PAT
4,000,000.00
PAT
3,000,000.00
2,000,000.00
1,000,000.00
1
PAT
4,000,000
3,000,000
PAT
2,000,000
1,000,000
0
-1,000,000
$97.00
$71.62
$24.53
Cost)
Break Even Point of No of Barrels Needed to
$1,650,000.00
be sold
64428.00 Barrels
PAT
5000000
4000000
PAT
3000000
2000000
1000000
0
1
mans drink. Also steps should be taken in future to segment the two
products properly so as to reduce cannibalization and retain the Lager
market. Also it is highly unlikely that the market share of Light will double
every year, thus Chris should start looking at other options and also try to
control its high spending on the Lager. Also given the brand equity the
company should try to tie up with restaurant chains and increase its reach in
different areas of market.