Beer Industry-Trends

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Market share analysis is an important part of a market analysis and indicates how well a firm is doing in the market place compared to its competitors. We must identify the key players; who are the top players in each identifiable segment of the market. Are they providing premium quality or premium service or price advantage? This helps identify possible future target segments. The local market in Puerto Rico, offers numerous beers but among the most famous are Medalla Light, Heineken, and Coors Light. Out of these three the only beer produced locally is Medalla Light. For years the number one leader in the beer industry in Puerto Rico has been its local beer Medalla Light. The second leader in the market is Coors Light. It was one of the first light beers introduced to the market containing 102 cal. in a 12 ounce can. These two beers have been the constant rivals in the market for many years. And the third main competitor in the local market is Heineken, although it could be considered more of a semi-direct competitor since it’s targeted to a different market and demographic. Currently the company that holds the majority of the markets shares is the local brewery Medalla Light holding around 32% of the total market shares. This fact presents a huge threat to Cervezas del Sur. And Coors Light is not very far behind, holding 31% of market shares, making this a very competitive market. While identifying and eventually aiming for a specific market share Cervezas del Sur has to consider every detail and factor which are critical in determining the methods to be used. Success or failure of the company depends on critical decisions such as when, where, and how much cash to spend. Making the company a very important part of the public eye and adopting aggressive advertising techniques for the beer are also important factors. Breweries have been obligated to further study and analyze the actual trends to find additional possibilities in the market, whether in...
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