Our initial overall target market share shall be 7% of the local market. This share will vary with the actual products and with apple beer having a larger share than traditional beer due to its uniqueness. We understand that entering such a market is not a bed of roses, particularly as it is monopolistic. Therefore we intend to implement an aggressive marketing strategy, well supported by the other business functions (Purchasing, Customer Service, Accounting, and Development). The above prognosis influenced our decision to enter the brewing industry.
Market Segmentation.
Pandofandlejoie Breweries will be focusing on the corporate and working class who appreciate good quality traditional beer. The working class ranges from miners in Australia to industrial workers in South Korea who constitute a large portion of the market, to the electronic industry in China that appreciates good quality traditional beer. The corporate or managerial segment will constitute those managers who though aware of their image and reputation, want to put aside their ties and jackets after hours and on weekends to drink good traditional beer that is easily accessible in the urban areas. Our most important group of potential customers are those in the rural areas who often converge after hours to socialize and update one another on local news. These are potential customers who want to have an enjoyable time while drinking a good refreshing beverage. They do not want to waste their time making their own brew, but appreciate a good quality brew at a reasonable price.
We also intend to appeal to the foreign and local tourists who may want to experience traditional foods and drinks, a change from the usual beverages they often have.
Target Market Segmentation Strategy .
Our marketing strategy will be based on making the right product available to the target customer. We will ensure that our products' prices take into consideration peoples' budgets and that these people appreciate the product and know that it exists, including where to find it.
