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Expansion of Molson Coors Molson Canadian Premium - Research Paper Example

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 This paper "Expansion of Molson Coors’ Molson Canadian Premium" ranks the countries (China, Mexico, Czech, France) in order of their potentiality and give the criteria and other details that would have determined the outcome of the results of ranking on the international scene. …
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Expansion of Molson Coors Molson Canadian Premium
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Download file to see previous pages This is despite an increase in sales of a competitor. It clearly outlined how Molson Coors had lost it in matters concerning marketing and other strategies relating its sales. One of the major brands that Molson Coors has in mind to promote is the Molson Canadian, one of the three beer brands that it owns. Molson Canadian is a premium lager. One of the possible reasons as to why it is the product of choice to be targeted for expansion is its increasing popularity among beer brands worldwide. It is already a hit in its native country of production, Canada, and the company has major plans for it.  Ranking The ranking of the countries in the order of the best market to the worst is: 1. China 2. Mexico 3. Czech 4. France China There are several reasons as to why China is the best potential market for expansion of Molson Canadian premium lager. One is the popularity gain of premium drinks among the Chinese population (6% in 2010) and its promising steady progress. They distinctively prefer drinks that have quality and have some status. Premium lager drinks fit perfectly in this description. A preference is skewed towards imported premium lager brands given the inclination of the Chinese to the Western countries culture. This is in fact a perfect opportunity for the Molson Canadian premium lager, given its origin and perfection. The Chinese market has a promising future market, both in the present and in the future. This is given its younger generation’s capability to spend more on luxury goods. The young Chinese thus hold the future market for the Molson Canadian beer brand. Mexico Mexico could have been the best option if at all it had a little glimmer in its economy growth, which is its main letdown while considering the best country for Molson Canadian Premium Lager. This in fact was the main reason as to why they had a drop of 2% of beer volumes sold in 2010. The poor economy is a threat in that the population might prioritize other basic needs due to the rising prices of beer and the overall increased inflation that read 4.4% in 2010 up from 3.6% in 2009. Generally, Mexico has a very conducive market for premium beer with the consideration that a large percentage (94%) is committed to beer among all alcoholic drinks. The age group of the consumer base is also perfect; in the range of 20 – 29 years which is also the future market of the brand. Statistics also show that beer would eventually replace soft drinks for men given the trend it had taken. Of the 3% lager imports that are consumed, 90% comprises of premium lager. This leaves no doubt that Mexico is the second best option for Molson Canadian premium beer expansion plan. Czech Anyone who didn’t have the statistics would have no doubt chosen Czech as the perfect country for this investment plan. This would have been utterly wrong because despite Czech ranking among the top five in beer consumption, most of the supported brands are local brands. This is despite the imports that it gets from Slovakia and Poland. Its recent economic shakedown and the wellness and health sensitization are also designed to increase awareness and thus a high chance of reducing its market.   ...Download file to see next pagesRead More
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