Relative high budget for advertisement
The brand is known in many countries in the world.
Can be sold in groceries
Market leader in some countries like “the Netherlands”
Price can be too high through export costs in comparison to Latvian beer Different languages
The taste of Grolsch – different from domestic beer
Can be a market nicher because of higher price and different taste (“luxury “ brand”) More and more people drink beer
Consumer drink the beer they are used too
A lot of Latvian competitors
There has to be a health warning on every advertisement
Latvian people still get beer from Russia which is very cheap Government (e.g. import quotas)
Objectives and issues
Increasing sales in Latvia
How big should our market share be? At the beginning 5 %.
How do we want to achieve this goal?
•Promotion on billboards, advertising at bus stations, free gifts, Commercials, discounts, radio (creating a song e.g.)
“We want to give the people a special feeling”
•Price: high in comparison to Latvian beer but we can give discounts
•Place: support of shops who sell Grolsch, supermarkets, bar, gas station,
•Product: services (e.g. give money back if beer doesn’t taste well)
Variety of product
First advertising “Grolsch coming soon” then export
Market segments: Middle class (working people)
Based on the analysis we would advice the company to enter the market through export because it hast the lowest risk in comparison to a joint venture or direct investments.