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Essay / Research Paper Abstract
A 6 page paper providing a plan for another approach to promoting Zebra Beer. This microbrewery has been trying to compete with the country’s leading beer companies, and it has neither the financial resources nor the production capabilities to make such an effort worthwhile. The paper suggests that Madcap market its Zebra Beer directly to consumers, through sales made by mail order through a membership-based organization that already has completed legal requirements for shipping alcoholic beverages directly to customers. Bibliography lists 3 sources.
Page Count:
6 pages (~225 words per page)
File: CC6_KSmktgMadcapZ2.rtf
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Unformatted sample text from the term paper:
There are many microbreweries - manufacturers of "craft" beers - throughout the country, nearly all of which are striving to become somewhat larger than "micro" in size. It
is exceedingly difficult for a microbrewery to gain the attention of a local distributor, and it is nearly as difficult to secure shelf space in local grocery and package stores.
Mere shelf space is not enough, either. Any beer that will sell enough to warrant keeping on the grocers order list week after week must be located in
the cooler. Otherwise, it is likely not to sell at all. Madcap CraftBrew and Bottleworks Company, the producer of Zebra Beer, has
been pouring money into promoting its microbrewery beer, but with only a relatively small measure of success. Though the beer is quite popular as microbrewery products go, Madcaps marketing
budget is not sustainable over time. The company needs to find an alternative approach, one that does not try to directly compete with companies such as Anheuser-Busch and Miller
Brewing. Defining the Target Audience In Up Against the Wal-Marts, Taylor and Archer (1994) urge small retailers to learn to compete against the
"big box" retailers in ways that the giants cannot duplicate, building loyalty among customers that the giants can only hope to approximate. Of course Madcaps situation is greatly different
than that of a Mom-and-Pop hardware store suffering at the hands of the new Wal-Mart down the street, but in many respects Madcaps response should be similar.
The similarity, of course, originates with microbreweries likelihood of success in gaining the support of local distributors. It is immensely difficult to secure any type
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