Molson's analysis - Research Paper Example

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. The plans fostered research in the four countries considered of being potential markets on the international scene and this paper shall rank the countries in order of their potentiality and give the criteria and other details that would have determined the outcome of the results of ranking.

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 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