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Actionable Management Problem

In: Business and Management

Submitted By nishit711
Words 278
Pages 2
Actionable management problem * How to allocate marketing budget to acquire new customers and make them try microbrew flavors. * How to change consumer’s perception about microbrew, and retain them to increase overall sales. * How to make production and distribution system more efficient to reach the right customer on right time.
Research objective * Determine the target group, market potential and current market share. * Determine other brands preferred by target customers and close competitors. * Determines the distribution network and promotional strategy offered by company, as compared to its competitors. * Determine the retail network, shelf space and shelf life of the product. * Analyze the distribution network and efficiencies.
Research Question * What other brand customers prefer, and what are the most important criteria they consider while making their purchase. * What is the willingness to pay, and how promotion strategy influences their purchase decision. * Awareness towards the microbrew. * Shopping preference – Gas station / Grocery store / Specialty store * Willingness to try new microbrew flavors vs other beer flavor. And important criteria to consider while trying new brands. * Frequency and volume of consumption.
Variables to measure * Willingness to switch * Demographics and lifestyles * Overall population, and consumption rate
This seems to be a problem with either branding or distribution or the taste of product, which is limiting customer’s intention to try new microbrew flavors, and prefer national brands over local microbrew product. To understand the reasoning, we have to determine the primary reason why other brands are preferred even within the microbrew and what could make it better. Based on the above research questions, idea is to determine the gaps in current product or process,

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