Abbey Beer Frère Jacques

This is a preparation for the Abbey Beer Frère Jaques case from the Universiteit Maastricht commercialize exam 2004. 9 pages! ?Marketing Case? Abbey Beer Frère - Jacques Questions 1.         What in your opinion are the most crucial issues and mayhap questions marks relating to the grocery evolution and get behaviour of beer in France? Are you expecting any changes in the medium or semipermanent? o          broadly speaking the market share go towards the (super) premium beer whereas the lager beer market decreases a lot o         total beer consumption dropped by 2.7% between 1989 and 1996 o          benefit behaviour shifted towards super premium beer with an increase of 56.3% between 1989 and 1996 o         the disdain is especially strong in the on-trade driveway (CHR channel), a 16% decline o          buy behaviour changed from buying beer in the CHR channel to buying beer in the food channel o         not many changes to be pass view in the future due to the cut culture, and new In-drinks (alcopops) 2.         How would you leash the competitive situation in France at the drink chip shot? What are your expectations for the medium and long term?

o         the French beer market is highly competitive with a tendency to perplex crowded o         in 1998 more than 135 brands were easy on the Speciality beer market o         the gift Lager beers are direct competitors since Frère - Jacques is sometimes sensed as a Premium Lager beer o      Â Â Â Â theres as well part competition in ! the Speciality beer sleeve 3.         How would you figure the marketing environment in France at the present blink of an eye? What are your expectations for the future? o         no commercials on TV and restrict advertising in newspapers allowed because of the Loi Evin o         Advertising possible from mouth-to-mouth propaganda o         distribution positively change by the established Frère - Jacques Cafés o ... If you involve to get a full essay, order it on our website: BestEssayCheap.com

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