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Essay / Research Paper Abstract
This 10 page paper examines the external environmental influences on the beer market in the United States and applies those factors to Samuel Adams, a beer of The Boston Beer Company. The bibliography cites 5 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEbeerSAdam.rtf
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Unformatted sample text from the term paper:
Adams beer is sold in a very competitive environment by The Boston Beer Company with the tag line of Americas World Class Beer, differentiating it in terms of position and
the perception of quality. There are many external influences which need to be considered. This paper will look at a range of the external influences. 2. Demographics The market
for beer is highly biased towards specific demographic characteristics. The majority of beer drinkers are male, with the largest demographic group drinking beer being the 21 - 27 year olds.
This age-group make up about 13% of the US population, but account for 27% of the market for beer consumption (Euromonitor, 2005). This demographic group is important, and has declined
from the past year due to the population profile. However, by the year 2010 are expected to be a further 4 million people within its profile with a growth rate
of between 1% to 5% per annum over the next decade (Euromonitor, 2005). The typical beer drinker is a young male, it has been noted that households aged 24 and
under spend 41% more on consuming be at home than the national average (Euromonitor, 2005). Overall, the consumption of beer in young males is 67% greater than the average consumption
in the general population (Euromonitor, 2005). In terms of occupation type blue-collar workers consume more units of beer then there white collar equivalent, consuming an average of 58% more units
at home compared to the average wage earner. Higher income earners as well as a single consumers are most likely to drink imported premium beers (Euromonitor, 2005). Samuel Adams is
a highly differentiated beer with a marketing strategy based on quality, as such it is this higher income target market that is the core market for Samuel Adams beer. The
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