Case report of Aviary Brewery Inc.
Marketing Case Report
And
Marketing Plan
MARKETING CASE REPORT OF AVIARY BREWERY INC.
I. Time Context
When E.O #273 and RA 6956 was implemented, the hike of tax increased rapidly from June to July 2011 (P1.30 – P2.30) and Increased again in May 2012 (P2.30 – P2.60).
II. Point of View
As the CEO of the Company, I can see that the company was greatly affected by the implementation of the increased of tax of alcoholic drinks, which has the largest market share of the company and is the leading product of the company. This problem can affect many aspect of the business.
III. Control Problem
ABI Inc; as one of the leading manufacturer/distributors of alcoholic drinks would produce massive production of alcoholic drinks that would result to increase of its tax payable. And this tax will be passed to the consumers that will effect to the increase of price of the product.
IV. Secondary or Sub Problems
The company experienced severe cost pressure; prices of the raw materials have escalated at extremely rapid rates. They lack promotional strategies; they focus only in below-the-line promotion, and the supplies of their ingredients are imported from different countries that will higher their cost of production.
V. Objectives
a.i. To lessen the cost of production.
a.ii. To promote more the above-the-line campaign of the company.
a.iii. Invite more investors to invest in the company
VI. Areas of Consideration
Strengths
Imported ingredients
Leading manufacturer/distributor of alcoholic beverages
Has the largest market share of liquor market
Quality of the product
Weaknesses
Low promotional strategies
High production cost
Government laws
High prices of raw materials
High tax rates
Expensive supplies of ingredients
High prices of alcoholic beverages
Opportunities
Setting budget plan for above-the-line promotion
Sustain large market share
Sustain leading manufacturer/distributor
Threats
And
Marketing Plan
MARKETING CASE REPORT OF AVIARY BREWERY INC.
I. Time Context
When E.O #273 and RA 6956 was implemented, the hike of tax increased rapidly from June to July 2011 (P1.30 – P2.30) and Increased again in May 2012 (P2.30 – P2.60).
II. Point of View
As the CEO of the Company, I can see that the company was greatly affected by the implementation of the increased of tax of alcoholic drinks, which has the largest market share of the company and is the leading product of the company. This problem can affect many aspect of the business.
III. Control Problem
ABI Inc; as one of the leading manufacturer/distributors of alcoholic drinks would produce massive production of alcoholic drinks that would result to increase of its tax payable. And this tax will be passed to the consumers that will effect to the increase of price of the product.
IV. Secondary or Sub Problems
The company experienced severe cost pressure; prices of the raw materials have escalated at extremely rapid rates. They lack promotional strategies; they focus only in below-the-line promotion, and the supplies of their ingredients are imported from different countries that will higher their cost of production.
V. Objectives
a.i. To lessen the cost of production.
a.ii. To promote more the above-the-line campaign of the company.
a.iii. Invite more investors to invest in the company
VI. Areas of Consideration
Strengths
Imported ingredients
Leading manufacturer/distributor of alcoholic beverages
Has the largest market share of liquor market
Quality of the product
Weaknesses
Low promotional strategies
High production cost
Government laws
High prices of raw materials
High tax rates
Expensive supplies of ingredients
High prices of alcoholic beverages
Opportunities
Setting budget plan for above-the-line promotion
Sustain large market share
Sustain leading manufacturer/distributor
Threats