01. Executive Summary
Corona is a Mexican beer brewed by the company Grupo Modelo, first established in 1925. At first, the beer started off as a thirst-quencher for mainly manual labourers. It became quite appealing to southwestern “Yuppies” in the USA, and later asked the brewers from Mexico to continue focusing on producing the beverage. Today, this well-known lager is one of the most famous alcohols being sold internationally (the 5th largest-selling brand in the world, sold over 150 countries).
Our goal is to continue on the popular legacy of Corona by building a Corona store in Whistler, British Columbia, bringing a new culture that can help increase sales.
02. Mission Statement
We want to expand Corona into the new geographic market in 2009, and to raise our sales by that same year, and to keep increasing in 2010, and by 2011.
Because Greater Vancouver, British Columbia is one of the most multi-cultural places in Canada, it’s an opportunity to add a new kind of culture into the province by bringing the influence of Corona’s life style into the province by opening a Corona store in the year 2009.
03. Situation Analysis
i. The Internal Environment
Corona as is one of the most famous brand name beers from Mexico brewed by Grupo Modelo, currently being sold in liquor stores and bars everywhere in British Columbia. Crown Imports is a joint venture that imports, distributes and markets the Modelo products and other beer brands. The Crown portfolio includes Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico, St. Pauli Girl and the Tsingtao beer brands. Constellation is also associated with Grupo Modelo. This organization is known to be the leading international producer and marketer of beverage alcohol brands. Their portfolio of Mexican beer, such as Corona, is the undisputed imported beer leader in North America. Constellation operates more than 60 production facilities, has over 9,200 employees worldwide and sells or markets products in North America, South America, Europe, and the Asia/Pacific region.
ii. The External Environment
The main targets are men and women between the ages of 19 to 45, particularly the “party crowd” for special occasions (such as BBQ’s) and also those who enjoy traveling and relaxing at their vacation spots (ex. a beach in California or a cabin in Whistler)
Not every beer drinker may enjoy Corona’s bitter taste. Because there are many different beers being sold at different prices, there may be those who, for instance, prefer to purchase cheaper alcohol
Coronas are usually sold at the following places:
The BC Liquor stores – this is usually the main store most customers go to buy alcohol, especially Corona beer. They are being sold at different kinds of packaging.
Cold Beer and Wine Stores – these are private-owned liquor stores. And unlike the BC Liquor stores, their operation during late hours is a good advantage for beer drinkers who want to purchase Corona late at night.
Canadian Beers are heavily advertised in local radio and Canadian television stations. For instance, because Canadian beer is part of the culture of Canada, they usually promote themselves during a Canadian hockey game, where most viewers would be watching the advertisements during the commercial breaks.
Labatt – Labatt Blue claims to be the “best-selling Canadian beer in the world”, according to their official website. The beer is known for its crisp, refreshing taste
Kokanee – it’s a popular beer brewed from Creston, BC. Well-known for their comedic TV ads
Sleeman – a Canadian beer known for having different brands to suit individual tastes (ex. Sleeman Clear, Sleeman Cream Ale, Sleeman Honey Lager)
Other beers from foreign countries are mainstream in British Columbia besides Canadian beers…
Brahmas – A beer made from Brazil. As mentioned,...
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