An overview of the factors and issues involved in marketing light beer in Germany.
Written in 2008; 1,356 words; 6 sources; MLA; $ 45.95
Paper Summary:
This paper examines the factors involved in marketing American light beer in Germany. In particular, the paper discusses demographics, sociocultural acceptance of the product, the legal environment, and the market competition and looks at how all these aspects factor into the marketing of American light beer.
Outline:
Size of Market (Demographics, Socioeconomic Status, Urban/Rural Breakdown)
Sociocultural Acceptance of Product--Is Adaptation Necessary?
Legal/Bureaucratic Environment (Imports, Local Manufacture, Taxation)
Competition in Market
Economic and Political Climate for Foreign Business
Methods for Marketing and Distribution (4 P's)
From the Paper:
"Germany, it should be noted, has a drinking age of sixteen, and people are almost never asked for identification. Drinking in public is legal as well, thus the opportunities for marketing to a wider age group are broader than in the United States, given that people began drinking earlier, and drink more frequently in social settings--often consuming less highly alcoholic brews, but more regularly through the day ("Travel guide: Eating and drinking," 2007, Deutsche Welle). But because certain beers in rural areas are closely tied to regional pride, and shopping for local foods and drinking at pubs and beer halls is such an ingrained part of German culture, it might be difficult to alter the buying and consumption habits of all Germans, particularly those living in Germany's still fairly substantial rural population. Urban dwellers thus might be the more likely target of a new light beer marketing campaign."
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