In: Business and Management

Submitted By camzyjung
Words 526
Pages 3
Case Study: The Consolidated Brewery Corporation
I. History
The consolidated Brewery Corporation was established by Mr. Carlos Lim. His sales manager Joe Pineda, his finance manager Peter Go Liao, and his production manager David Tiu, they’re all came from San Miguel Corporation and they’d been there for so many years. Only the market research director, Mario Benitez was the only one who’s a non-SMC. Now, they’re planning to launch a new brand of beer to screw the San Miguel Corporation.

II. Identify the problem
The sales manager, finance manager and production manager were so eager to launch their new brands of beer without conducting a market research that the market research director has been suggested.

III. Alternative Course of Action
* In order to Mr. Benitez to convince the chairman, sales manager, finance manager and production manager, he has to discuss to them the types of marketing research and the point of having a research before they launch a product in the market.
* They must discuss it again on their conference and Mr. Benitez should explain to his executives the possible outcome of launching new brands of beer instantly.
* Conduct a marketing research immediately.

IV. Summary, Conclusion and Recommendation
The three former employees of SMC, the sales manager Joe Pineda, finance manager Peter Go Liao and production manager David Tiu decided to launch their new brand of beer that can compete against the SMC. But their market research director was opposed and said that its absurd and just a bunch of copy cats. He suggested that it has to stop the launch and get to basics, start with a focused group interview. Finance manager object and told him that they already invest millions for plant and equipment and 86 million in loans. Mr. Benitez said that they could lose all the investments and loans if they start on the wrong…...

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