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Essay / Research Paper Abstract
This 4-page paper focuses on some marketing strategies when it comes to setting up a microbrewery. Topics discussed include targeting a market, pricing strategies and product strategies. Bibliography lists 3 sources.
Page Count:
4 pages (~225 words per page)
File: D0_MTmarmic.rtf
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Unformatted sample text from the term paper:
be covered include targeting the market, the product strategy, pricing, distribution and promoting. The student has also required a statistical way to measure the success.
While there are many ways to measure marketing, well focus on some recent trends to help us out with this plan. Though some "gurus" claim that the
"Four Ps" of marketing (product, price, placement and promotion) are dead, they still have their place, along with developing brand loyalty. One problem experts point out is that aspects such
as rapid imitation, segmenting and competition tend to erode a typical product cycle1. These experts also point out that new marketing skills need to include relationship marketing and getting the
correct information2. What were not sure about in this paper is the location of the microbrewery, but well assume that its in
a "trendy" area thats near its target market. But what should this market be? Those who frequent such establishments are said to be in a middle to upper income area
in terms of money. Additionally, they are highly educated, and a good deal of their disposable income is spent in going out and socializing with friends. Therefore, the main market
for this particular company would likely be older college students (who can drink), single adults who have just graduated from college and are in their 20s, and young married couples.
The problem with trying to direct the message to an older audience is because when it comes to things like microbreweries (which sell beer), the brands are pretty well set
in their minds. What, then, is the product strategy in this case? Again, promotion is helpful, and marketing gurus such as Marie
...