Marketing Light Beer in Germany

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."

Sample of Sources Used:

• "Doing business in Germany." (2007). U.S. Commercial Service: Germany. Retrieved 9 Oct 2007 at http://www.buyusa.gov/germany/en/economic_trends.html
• "Germany's changing demographics threaten banking and insurance industry revenues." (14 Aug 2006). Booze Allen. Retrieved 9 Oct 2007 at http://www.boozallen.com/capabilities/Industries/industries_article/9413434
• "Germany demographics profile." (2007). Index Mundi. Retrieved 9 Oct 2007 at http://www.indexmundi.com/germany/demographics_profile.html "Germany's love affair with beer cools." (23 Apr 2005). Deutsche Welle. Retrieved 9 Oct 2007 at http://www.dw-world.de/dw/article/0,2144,1560141,00.html
• "In the land of beer." (31 Jul 2005). Deutsche Welle. Retrieved 9 Oct 2007 at http://www.dw-world.de/dw/article/0,2144,1659825,00.html
• "Trade regulations and standards." (2007). U.S. Commercial Service Germany. Retrieved 9 Oct 2007 at http://www.buyusa.gov/germany/en/trade_regulations.html

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