ANHEUSER-BUSCH BECK'S GREEN LEMON BEER
Research Methods for Global Marketing Communication & Advertising
Boston, MA was ranked as having the highest beer drinking per capita in the United States by CNN in 2013. Do you think it could use another imported beer to add to the roster? Our team did. One of my projects required that we choose a brand or product which has not yet been introduced to the United States market and determine if it is practical for the product to enter the Boston market at the time of research. My team used primary and secondary research to help up develop our recommendation including the following tools: SWOT analysis, Surveys, Focus Groups, SPSS, and Emerson College library databases including Euromoniter, CountryWatch, Mintel, and MRI+. Beck's Green Lemon Beer failed the action standard, therefore, we concluded that Beck's should avoid introducing this line the Boston beer market considering the unfavorable conditions at this time.
Eileen Louissaint, Hien Pham, Nele Rieve, & Edwin Stubbs