The Launching of the Super Bock Mini (B). Market Studies in the Food Industry

Description

This case is divided into two parts, A and B. The first should be given to the students for preliminary study, while the second should be kept for class distribution.In the first part the situation is placed in context and described. The qualitative and quantitative market studies are presented, as well as the four proposed decisions. In the second part of the case we find an additional study, the ?Conjoint Analysis?, which allows an evaluation of these four proposals.The launching of Super Bock Mini falls into the area of Market Studies and describes a situation in a bi-polar market of food consumer goods, in which one of the competitors is the object of an offensive in its comfort zone. The case examines the context, the considerations and the studies which were undertaken, thus allowing the re-creation of a real management situation in a market context.

Learning Objective

From the pedagogical point of view, this case can be classified as orientated to the decision taking process, as compared with more descriptive ones. The challenge to the students is to put themselves in the shoes of the Deputy Director of Marketing for the Beer Segment, so as to choose one of the four options previously presented as possible solutions.

Keywords

Consumer behavior Industry analysis