Reference no: EM131043020
1. Business Analysis
Resources:
- Light beer
- Pleasant fruity smell
- 3,6% alcohol level
- 305 ml can presentation
- Refreshing
These resources make this beer different from their competitors
Capabilities:
- Factory in China à Since the product is Chinese, the manufacturing price is low as a consequence money is not an issue when making the product.
SWOT
CompetitiveAdvantage
2. Vision, Mission & Goals
Mission: To successfully commercialize an imported product with world quality backed by a proactive personnel team committed improve the community quality of life.
Vision: To be the leader in the wheat beer market of the United States, with a product of excellent quality at a competitive cost. Staff will be selected and trained to reach the required standard.
Short-term
Long-term strategies
3. Business Strategies
SWOT
Strengths:
- Wide knowledge of beer market worldwide
- Efficiency in distribution plan
- Motivated staff
- Aggressive introduction plan, including marketing, advertising and promotion
- Distribution capacity in all territory
- Competitive price
Weaknesses:
- Acceptance of the market to a new product
- Acceptance of fruity flavor
Opportunities:
- Biggest consume per capita of America
- Little competition in wheat beers
Threats:
- Well established competitors
- High taxes
(factors to keep, improve or change)
Competitive Advantage:
Customer target identification: The target would be men and women over 21 years of age, from middle class. They are people who take risks and like to try new things. They enjoy sharing moments with family and friends.
Pricing strategies:
Production:
Design: Five Star is packed in a colorful bottle enhancing a five stars logo. It uses the gold color to make reference to quality and to the wheat. Green is used to make reference to nature. Red enhances the gold color.
Promotion: A promotional strategy has been developed to attract consumers' attention. This strategy includes:
- When buying a 6 pack of five stars consumers will get the temple combo, which includes a thermo pack for the bottle, and a beach towel.
- In supermarkets and liquor stores will have promotion girls, that after 4 pm will give the product to try to the target and will tell them about the combo they will get when buying the 6 bottle
- Supermarkets and Liquor stores will get an extra discount during the three first month of introduction to motivate them to buy more product.
Marketing:
Distribution: The distribution system has a total coverage national level, making emphasis in the main most populated cities. Our own trucks and salespeople are in charge of getting to Supermarkets, liquor stores, restaurants a coffee shops.
Five Stars will use a direct sells system with 30 salespeople.
Market Selection
PEST analysis
Market size
Competitor analysis
Value proposition
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