Situation Analysis Alfa Edel Pils

1778 words - 8 pages

Situation Analysis
Alfa Edel Pils

Marketing Principles
MGMT 4430
10/16/2012
By: Cameron Assmann,
Mallory Cadwell
& Jim Bemelen

Company Background

Alfa Brouwerij is a Dutch family-owned independent brewery that was founded in 1870 by Joseph Meens. The brewery is located in Schinnen, a town located in the southernmost province in the Netherlands. It is still owned by the Meens family and is now led by the 4th Meens generation. Initially, Alfa beer was only sold locally, but since 1960 it has been available throughout the Netherlands. In 1993, Alfa Brouwerij began exporting to the United Kingdom, the United States, Germany, Greece and Italy.
The water that is used to brew ...view middle of the document...

Product Class
Beer – Other types of beer provide the same basic function as pilsner: they fulfill the need for a tasty beer and/or alcohol intoxication. The flavor however does vary between the different types of beer.
Generic Competition
Alcoholic beverages – Other alcoholic beverages may fulfill the same need for consumers as pilsners do, mainly alcohol consumption. The main differences between other alcoholic beverages and pilsners are the taste and alcohol content.
Budget Competition
Tabaco products and other stimulants – Consumers will generally have a limited budget they use to spend on stimulants and psychoactive drugs.
Buyer behavior and buyer wants

Who are the buyers?
We can segment the buyers into 3 types of buyers.
1. The daily users. These buyers are mostly working class men who like to have a nice cold pilsner after they arrived home from work as part of a routine. These people buy their pilsner in the supermarket in a can or in a bottle. These buyers are usually loyal to one brand.
2. The party users. These buyers are people who buy pilsner if they have a party (pre drinking with friends or a birthday party). These people buy cans, bottles or barrels of beer. These people are not loyal customers. They buy the least expensive beer available at the time of the party.
3. The pubs and the clubs. Pubs and clubs usually sell one type of pilsner on the stud. Because pilsners are the most consumed beer, these buyers makes a deliberate, well thought out decision about which pilsner they provide.
What does pilsner do for the buyer?
Alfa Edel pils contains hop and alcohol. The hop gives the drinker of Alfa Edel pils a relaxing feeling. It gives the consumer a break from their stress filled living. The alcohol gives the consumer a loser feeling, and personal boundaries become easier to cross. (Too much alcohol can have a lot of negative effects for the customer).
What are the buyers’ wants and their primary buying criteria?
The daily users and the party users want a tasty beverage which gives them a relaxing feeling. The pubs and the clubs want a tasty beverage which gives their customers a relaxing feeling and which contributes to a social atmosphere.
The primary buying criteria for daily users and party users are:
- The location where they sell the product should be close to the buyers’ home and easily accessible.
- The taste of the pilsner.
- The price of the pilsner.
- The packing of the pilsner. Buyers have a preference in the way of drinking their pilsner, for example some buyers prefers to drink pilsner out of 0.3 L bottle.
The primary buying criteria for pubs and clubs are:
- The service of delivering the pilsner to the club or the pub.
- The taste of the pilsner.
- The price of the pilsner.
- The reputation of the pilsner. If the pilsner has a reputation as a bad tasting pilsner, customers are discouraged to enter the pub or the club.
What is the buying process of pilsner?
To describe the...

Other Papers Like Situation Analysis Alfa Edel Pils

Lafarge S.A Essay

2924 words - 12 pages NAME: IHEKANANDU KINGSLEY N. COURSE: MGMT 292 / F12 N01 TITLE: INDIVIDUAL CASE STUDY (LAFARGE S.A.) SUBMITTED: October 5, 2012 TABLE OF CONTENTS 2. INTRODUCTION 3 3. DESCRIPTION OF CASE 4 4. VALUES 4 4.1. Types of values 4 5. TEAMWORK 7 6. MOTIVATION 8 7. CREATIVITY 9 7.1. Components of creativity 9 8. CONCLUSION 12 9. BIBLIOGRAPHY 13 INTRODUCTION This report aims to provide an in-depth analysis of initiatives pursued by Lafarge as

Finance Essay

665 words - 3 pages Financial statements are the most common tool used for making business decisions. They consist of the balance sheet, income statement and statement of cash flows. The analysis tools used affect all aspects of a company not just a few. A systematic review of the resources a company used to achieve its mission is cost control. Cash flow should be kept at necessary levels for operations is one of the major benefits of cost control. It is a very

Analysis Of Operation Blue Star And Its Effects On The Gandhi Dynasty

934 words - 4 pages The period of time including and following Operation Blue star is considered a dark time in India and black spot in Indian history. It is a time Indian would rather forget, yet still to this day debate about. Was Indihar Gandhi correct in instating operation Blue Star, inflicting damage to the Golden temple, and being responsible for the killing of anywhere from 492 (official reports) to 1500 (estimates run as high as) civilians, which lead to an

Regretful Decisions

930 words - 4 pages Regretful Decisions There are many individuals in a child’s life that helps mold them into a well-rounded adult. In most cases, this guidance comes from the child’s parents or other older, but in Sonny’s case, this guidance was expected from his older brother. In the short narrative, Sonny’s Blues, Sonny’s life was adversely affected by the decisions that his older brother made. The decisions that his brother made include leaving Sonny to stay

Jail Responsibilities

589 words - 3 pages spelling, punctuation, price, and grammar. These should be thoroughly, and constantly, edited. Another thing is conciseness; this means it should be brief or limited in words. Although, concision does not mean deleting words that count just to make your statements ‘rough in manner’. Officers should avoid tired old phrases, also known as triteness. Examples of these are; “in the final analysis”, “cold as ice”, “hard as a rock”, and “last but

Mgt330

638 words - 3 pages Starbucks Nefertiti Wright Sangita Patel October 15, 2012 STARBUCKS 2 STARBUCKS - 1 - [no notes on this page]I. Job description a. Baristas II. Job specifications a. Duties III. Form of departmentalization STARBUCKS 3 Starbucks Starbucks have been named in the 100 best companies to work for. Starbucks has many job opportunities for people, which require the right job specifications. The employees create uplifting experience

Fight Club

917 words - 4 pages Fight Club is a story of the narrator’s struggle to gain control over his life. He is in search for an identity in the form of manhood. His masculinity is so repressed because of the absence of a father figure in his life. Because of this he creates Tyler, his alternate personality. Tyler is nothing like anyone the narrator has met, he is self assured and completely free. The narrators alternate personality Tyler Durden is the ultimate alpha-male

The Powers Of The Health And Safety Representative

254 words - 2 pages The Powers of the Health and Safety Representative A health and safety representative has the power to: Identify Workplace Hazards The health and safety representative has the power to identify workplace hazards. This power is usually exercised by conducting workplace inspections. Obtain Information from the Employer The health and safety representative is entitled to the same information available to a joint committee member. Under the Act

Lesson Plan

6476 words - 26 pages activities in this guidebook be adapted for your students’ needs and be carried out creatively in order to develop students’ appreciation and critical analysis of the short stories. Be ready to listen to students’ views and opinions, and encourage them to work out the answers. It is our sincere hope that the activities and worksheets in this guidebook will act as a springboard for your own ideas and methods of exploring the individual stories

Management

1227 words - 5 pages Coca-Cola Global Business and Marketing Strategy Introduction As domestic markets mature, it is becoming more and more fashionable for organisations to seek growth through opportunities in foreign countries. Faster communication, new technologies and improved transport links are making international markets more accessible and businesses pursuing a global position can experience an upsurge in brand awareness and cost effectiveness. Global

Facing Poverty With A Rich Girl's Habit

783 words - 4 pages that you have to live everyday with purpose. That even the rich must sometimes come down to earth and see how the other half lives because at any given point in time the situation can be reversed. The content or form of this article would be I guess to get people to stop and think about other people. To remember that you to could have your life changed in an instant, so be thankful for the things you have and no matter what you have don’t treat

Related Essays

Analysis Of Case Study On Salix Pharmaceuticals

722 words - 3 pages Analysis of Case Study on Salix Pharmaceuticals, Inc Founded by two mutual acquaintances and former staff members of California Biotechnology Inc. (CalBio), Lorin Johnson and Randy Hamilton set out to build a company specializing in a specific area of need, such as inflammatory bowel disease. Their search throughout the international landscape was focused on the chemical compounds that would be the foundation for therapeutic drugs that serve

Strategic Managment Accounting Essay

4358 words - 18 pages be integrated into strategy through strategic cost | |analysis, and thus align costs with strategy. Secondly, to ascertain, albeit in a fairly general way, the cost structure of | |competitors and to monitor the changes over time. In achieving this, Bromwich also sees two distinct approaches: | |costing product attributes provided by the company’s products

Role Of Community Essay

8434 words - 34 pages much common sense in the axiom that the better the community is, in all ways, the less is the probability of any form of delinquency. Perhaps only the people who live in a community can honestly assess its strength, know its shortcomings and make the necessary improvements. The health needs, the housing problems, the school situation, the physical resources and the recreational facilities of any community are all local factors that can influence

Reforms Essay

5656 words - 23 pages supply management becomes. ity, and monopoly or oligopoly conditions (see Exhibit I). By assessing the company’s situation in terms of these two variables, top management and senior purchasing executives can determine the type of supply strategy the company needs both to exploit its purchasing power vis-à-vis important suppliers and to reduce its risks to an acceptable minimum. Attractive new options, or serious vulnerabilities, or both, may