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Other Papers on :Marketing Environment

C/M/301. Specialty Beer Market Analysis

(2006, 3800 words)

The report is produced in order to analyze the French beer industry and to devise a marketing strategy for a specialty beer product, Abbey beer. The report is based on a case study of Frere-Jacques a Belgian brand that has been operating in the French industry for a few decades and has a similar strategy in both the countries. The report uses tools like PESTEL analysis, Porters Five Forces, Product Life Cycle and BCG Portfolio Matrix to help analyze the case study. Finally the report concludes with recommendations for the company in the form of segmentation and marketing mix.
 
   
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