S/M/302. Marketing for New Castle Beer

The paper reports on the New Castle beer marketing. Marketing Mix analysis is conducted; an overview is presented of the New Castle beer industry, customer services, buying behaviour, etc.

S/B/227. Vodka in the spirits industry

The paper reports on the environment of the UK alcohol industry presenting its profile and focusing on Vodka products. PESTEL and Porter's Five Forces competitor analysis of the British spirits market is conducted; conclusions are made about the current situation in the Vodka industry.

C/B/580. Strategic Business Analysis of Lofmeister and UK Brewing Industry

This report discussed Strategic business analysis of Lofmeister, a brewing company in UK brewing industry. The tools used for analysis are PEST, Porter five forces model, Product Lifecycle model, Value Chain analysis and Ratio Analysis

S/B/252. The world wine market

The paper examines international competition in the wine market identifying the world wine producers, world wine exports, and the success of the New World over the Old World wine producers, the differences between Standard and Premium wine markets, French brands' position, etc.

E/B/261. Global Wine Wars: New World Challenging Old

The paper examines the phenomenon of global wine wars discussing the domination of French wines in the global wine industry and the reaction of France to the emergence of Australia as a major wine-producer. France's mistakes in wine marketing are analysed suggesting recommendations about the recovery of the French wine industry.

E/B/194. Beer markets in China, India and New Zealand

The paper reports on the beer industry in China, India and New Zealand identifying beer consumption patterns, competitors, production capacity, product strategies, etc. characteristic of each beer market under study.

E/M/109. Selling UK beer to China, India and New Zealand

The paper reports on the prospects of the UK beer market expansion to China, India and New Zealand. An overview of the beer industry in each country is given; the opportunities for internalization are discussed offering marketing recommendations for UK beer companies.

C/B/21. Master's Business Dissertation. Case study of Baileys, analysis of alcohol industry in UK, Analysis of postgraduate jobs opportunities in Alcohol industry and future Outlook. Primary research

This project will be exploring Baileys Cream Liqueur and its position in the cream liqueurs market. Baileys was found to be the market leader and market driver for the whole sector of cream liqueurs. Cream liqueurs sector has mainly been the preserve for females, however at the moment Baileys and its competitors are trying to acquire young customers from both genders. Future forecast of the sector suggest, that cream liqueurs market will be growing for the next seven years. Cream liqueurs industry does not present wide job opportunities for postgraduates, however Baileys annually recruits around 40 graduates and postgraduates. The objective of primary research was to find out why consumers prefer Baileys to other cream liqueurs. Phenomenology, philosophy and induction approach were adapted for research. The research strategy for this project was the multi-method approach of combining survey and case study methods in the form of focus group study and questionnaire survey. This enabled researcher to conduct both qualitative and quantitative researches and generalise on findings. Findings of the research suggested, that taste of the product is the primary characteristic why consumers prefer Baileys to its competitors. Second characteristic revealed was its memorable advertisements. Respondents of the research also said, that creaminess of Baileys is the feature that attracts them. Several conclusions and recommendations were drawn from the research findings: Companies, competing on the cream liqueurs market need to conduct extensive testing of product and marketing activities prior to launch; Baileys needs to continue with its original and creative advertisements and other companies need to develop their brand image to appeal to the wide majority of consumers in order to win the battle for consumers and Baileys is suggested to extend its product range with other liqueurs as well as complementary products to keep its leadership of the market.