Chapter 5: Developing A Global Vision

Having a global vision means recognizing international marketing opportunities, using global marketing strategies and being aware of threats from competitors both foreign and domestic in all markets. Today's blog, I want to discuss external factors companies face when marketing to target markets on a global scale.

What is the external environment?

The external environment consist of culture, economic, natural resouces, technological development, political structures and actions and demographics. These are all factors a firm must consider when marketing on a global scale. Blue Moon Brewing Company analyzed their external environment very well. One factor the company took into account was culture. Blue Moon Brewing Company acknowledged United Kingdom's consumers and their demand for a high quality craft beer. So parent company, Millercoors fostered a plan to create sustainable beer by reducing their water consumption. Gary Beck, manages a farm for Millercoors and other companies that grows 2,500 acres of barley that produced about $9 billion last year. His efforts saved time, energy, and money. 

What did this mean for consumers in the Uk?

Blue Moon Brewing Company targeted the UK consumer market by tailoring the company's craft beer to appeal to the consumer's demands of a high quality beer. The beer became a success in the UK. Millercoors exported the beer to several UK retailers including Tesco- UK's highest selling retailer. Tesco lauched Blue Moon beer to 750 stores across UK. 

Blue Moon Brewing Company is faced with many economic factors as competition being its most challenging. Rival companies are also competiting. Blue Moon Beer has a cost-competitive advantage over its competitors in the UK because UK consumers are opting for American beer brands and blue moon beer is a beer consumers want. Its is sold in tesco for £1.79 and £5.05 ($6.98) for a 6-pack.

 "UK tastes have been changing for a while now, and more and more drinkers are moving towards flavoursome brews." - Chiara Nesbitt.

Political factors such as governmental regulation in each state of the US have regulations concerning the number of distributers and who can sell the products. In some states, Millercoors is not allowed to directly sell to liquor stores, restaurants, and convenient stores and have to go through a distributer. That goes for Blue Moon Products disributed in some parts of the UK and Canada as well.

Chapter 4: The Marketing Environment

Examining the target market is a vital aspect in marketing. A target market is a group of people or organizations for which an organization designs, implements, and maintain a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges. Today's blog, I want to discuss the importance of understanding a target market to gain an advantage in the marketing environment.

So who's my target market?

The target market consist of social, demographic, technological, economic, legal, and competitive factors. Lets analyze Blue Moon Brewing Company, who are the company's target market? Blue Moon Brewing Company's target market are people who enjoy craft beer. The company must take all of these factors into consideration when targeting these people buying their products.

 Company targeting lifestyles...



Component lifestyle is the practice of choosing goods or services that meet one's diverse needs and interest rather than conforming to a single traditional lifestyle.  So why are some people choosing to drink blue moon beer? Blue Moon Brewing Company creates its beer and targets its customers who believe in quality beer and quality lifestyle. Blue Moon Brewing company emphasizes seasonal changes and changes its beer products to adopt to the changing seasons. Therefore, it has a specific product targeting people according to the season. The company knows that summertime is about being outdoors and winter being indoors so they use ingredients and flavors within their beers to compliment the season. Some people live different lifestyles according to the season so the company noticed this and created a product to compliment seasonal lifestyles. Emphasizing a component lifestyle is a social factor the company analyzed and its beer has created good profit gains for the company as well.

 Camping outdoors? Hibernating indoors? Have a drink.

Blue Moon Brewing Company is good at product development. They experiment using applied research- research that attempts to develop new or improved products. Wither its attending beer fest or gaining customer reviews online, the company values its customers by creating products the target market demands. The company uses the opportunity to get customer feedback on its products. Research is technological factor that the company considers. The beer also competes with many of its competitors and its customer reviews are focused on the quality and differences between its competitors. It values its competitive environment to help innovate quality tasting beer for its target market.











      

Chapter 3: Ethics and Social Responsibility

Ethics are moral principles or values that generally govern the conduct of an individual or group. Today's blog, I want to discuss the importance of ethical business behavior: what it means for business to have ethical guidelines as well as corporate social responsibility.

A business must have a code of ethics that will act as a guideline to helping marketing managers or other employees make better decisions. The guidelines help employees identify what the firm recognizes as acceptable business practices, creates discussions, ethically questions decisions and maintain internal control rather than government regulation.

Employees at Blue Moon Beer Company follow a code of ethics that ensure appropriate conduct in alcohol responsibility, customers, competitors, and sustaining the environment by using healthy quality ingredients in brewing beers.

In helping sustain the physical environment, Blue Moon Beer Company have been using ingredients at the peak of its season to craft its beers- A green marketing plan designed to increase product sales by minimizing negate effects on the physical enviornment. According to parent company, Millercoors, its organization plans to reduce water and energy usage in its brewing by 15 percent.

the pyramid of corporate social responsibility is designed to ensure each of the organizations economic, legal, ethical, and philanthropic responsibilities are followed and that the firm's economic performance supports the entire structure.

Chapter 2: Strategic Planning for Competitive Advantage

Having a marketing strategy is really important. An organization's marketing mix consist of four very important P's- the "product" or service itself, the "place" it can be accessed, the way the product is "promoted" as well as its market "price." In my last blog, I wrote about Blue Moon Brewing Company and its emergence. This product challenges its competition in a beer industry stricken by our troubling economy.

Strategic priorities: Developing strong, relevant brand portfolios that win in the local market

'Blue Moon rises in a falling market

A bottled-up caped crusader.

Blue Moon Brewing Company's product caters to the market by using in-season ingredients into the beers crafted that creates high customer demand for each each of the products. This attracts high volume of customers as well as increasing its profit margins. Owned by MillerCoors, the product increased profits by 15 percent in last year. 

Seasonal products challenging its competitiors in...

taverns, bars, and stores around the country. There are also other belgium-style ales out there. I believe Blue Moon Brewing Company's style of distribution is based upon the idea that craft beer has become the spear head of the beer and alcohol business as well. So the company popularizes the ale by distributing more barrels within each to gain more profits.

What profits would Blue Moon Brewing Company have?

 One barrel of blue moon beer is retail priced at $300, and creates 2 million barrels or more yearly. Correct me if I'm wrong, but thats 6 million dollars in profits!  That's only from one company.  Im not saying most people are buying kegs but for consumers to proactively purchase a product raising 7 figure profits, the product is at a reasonable price. Blue Moon Brewing Company can double, or tripple the production. Thats another story to dicuss in a future blog. With that much production and amount of profit gain, how did this product become so big and popular?

Yep...You guessed it...

Advertising. Social marketing. Word of mouth. All of these aspects played a huge role in successfully promoting the product to the masses. I admire the way Blue Moon Brewing Company promoted its product. They created a lifestyle around the product that was fun and carefree. I like the stop motion ad above because it created the idea that this product will be adopt changes throughout the year like seasons and here for customers to enjoy.

Will determine an organization's success.