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Logistics Essay

In:

Submitted By meadeh313
Words 749
Pages 3
Michael Eadeh
3/30/14
Prof. Lonjak
-------------------------------------------------
Great Lakes Brewery: Market Screening Process The United States accounted for 7.6% of beer sales and over 90% of breweries in 2011. It is for these reasons that I chose Great Lakes Brewery as my product and England, due to its well-known love for beer, as the country I’d like to export it to. Great Lakes Brewery has a wide variety of craft beers. From lagers, pale ale, and IPA’s, to stouts and their most famous “Christmas Ale”, the infamous Cleveland-based company is able to provide for the needs of all types of customers. Step 1: Preliminary Screening (Basic Need and Potential) – We must first examine whether craft beer is demanded in England and whether Great Lakes Brewery needs to expand their products into a foreign market. Due to England’s large array of domestic beers, I do not believe that the product is necessary for the country to import. However, I do believe that a foreign market would be beneficial to Great Lakes Brewery. Doing so successfully in England could create demand for the product in other countries. And although England may not necessarily need new beer options, the large market for the product holds great potential. If craft beer can expand in the United States, it can do the same overseas. Step 2: Secondary Screening (Financial and Economic Conditions) – It is necessary to examine the financial and economic conditions of the foreign country in order to determine its potential for success with the product. These include inflation, interest rates, exchange rate stability, and availability of credit and financing. England consistently has low inflation rates and reasonable interest rates, which are ideal conditions for a large volume of imports. England’s economic data indicates a suitable market size and intensity with consistent growth in sales of

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