Strategic Marketing Case Study Essay Example | Topics and Well Written Essays - 1250 words

Strategic Marketing Case Study - Essay Example However, at this stage, other brands, especially those from overseas countries, are in a comfortable position in the market, thereby, posing a challenge to them. Thus, it appears that the time is ripe for the company to transform its product to meet the needs of the market. Obesity is a central focus for countries across the globe as a major public health concern in the present day and, therefore, shifting their market orientation to low-carbohydrate from premium is likely to benefit Fosters to a great extent in attaining higher market share for their product. Earlier when they marketed Pure Blonde, Fosters have focused on the premium quality of the product because the need of the hour has been answering the quest of a specific segment of consumers that have suddenly attained economic prosperity. What this segment has craved at that time has been a product that meets their distinct identity as a class of its own. Fosters have quickly recognized and responded to this expectation. Howe ver, at this stage, when other brands are commanding a better position with the premium concept, Pure Blonde needs to attract more customers by projecting their advantage as a low-carbohydrate product. This will definitely draw more people to consume their product and they can enhance their market share by deploying this strategy. On the other hand, this will preclude them from being considered as a brand focused on premium quality, which may entail the loss of some loyal customers. However, by the end of the day what matters is expanding the customer base and, in this context, an orientation towards the low carbohydrate aspect is a better option for the company to increase their sales. Discussion Question 2: Customer Profile for Female Consumers of Pure Blonde in 2013: Falls within the age group of 20 – 40 years Employed in good position and/or upwardly mobile family Cares ardently for appearances and remains obsessed with fat, sugar and carbohydrate contents of food intake Considers herself as part of the class with the right perspectives Will remain on a diet and conscientiously checks carbohydrate content in food and beverages Will rather avoid a ‘risky’ beer than enjoying it for other attributes and happily forgo a beer to save calories Will socialize with friends as well as spend time in bars, pubs or restaurants Consumes alcohol at home, with friends during lunch or dinner In the present day, the females go to extent in their bid to reduce body weight and attain slimness. Therefore, the primary concern of this segment of customers is the low carbohydrate content and they will definitely expect the product to be of a high quality. The product already enjoys a reputation for its quality and unique taste. However, it will have to add some feature that will be attractive to females and promote this aspect. Discussion Question 3: Pure Blonde’s previous success has come from the fact that they recognized the market potential at that time and modulated their product according to the market needs. Similarly, they have do rethink their strategy now and modify the product accordingly. The current marketing strategy of the company needs to focus on the product’s appeal as a low carbohydrate beer. Therefore, I would suggest the marketing director to align future marketing campaigns

Relation between Entrepreneur and New Venture Essay

Relation between Entrepreneur and New Venture - Essay Example The researcher states that there is no agreed definition of the entrepreneur, but entrepreneurship is related to new business ventures. An entrepreneur is an individual who establishes new business ventures for profit-making purposes. In the entrepreneurship sphere, a creation of a new venture is a separate and distinct phenomenon, which includes business formation, acquisition and mergers, and advancing the business. The creation of a new venture is a complex, crucial, and multidimensional process that involves interaction between an individual and his socio-economic environment. The process is critical because it designs the future ventures building blocks; principally, it comprises the activities, ideas, actions, and techniques displayed by entrepreneurs towards materializing their visions and concepts into an operating business. This clearly shows that in order for an entrepreneur to be successful, he or she must possess a high level of mental hardness to assist him or she persev ere and make operational strategic decisions. The stages of creating a new venture occur in the mind of entrepreneurs through interaction with the society and on the computer while the real venture activities have not been started. The major viewpoints introduced in the process of creating a new venture include the following: 1) recognition of a type of prospects; notions to be executed as future business. 2) Vision; different activities and strategies that are normally applied in the initial stages of the new venture. 3) Groundwork is an important factor that enables materialization of the concept into the real business. 4) The intention of financing the future ventures 5) The sense of planning and ensuing impacts on the entrepreneur and the venture 6) Quality of the entrepreneurial profile of persons showing a new business formation process 7) Environment, which is a major contributor to the process.