Corona

01. Executive Summary

Corona is a Mexican beer brewed by the company Grupo Modelo, first established in 1925. At first, the beer started off as a thirst-quencher for mainly manual labourers. It became quite appealing to southwestern “Yuppies” in the USA, and later asked the brewers from Mexico to continue focusing on producing the beverage. Today, this well-known lager is one of the most famous alcohols being sold internationally (the 5th largest-selling brand in the world, sold over 150 countries).

Our goal is to continue on the popular legacy of Corona by building a Corona store in Whistler, British Columbia, bringing a new culture that can help increase sales.

02. Mission Statement

• We want to expand Corona into the new geographic market in 2009, and to raise our sales by that same year, and to keep increasing in 2010, and by 2011.

• Because Greater Vancouver, British Columbia is one of the most multi-cultural places in Canada, it’s an opportunity to add a new kind of culture into the province by bringing the influence of Corona’s life style into the province by opening a Corona store in the year 2009.

03. Situation Analysis

i. The Internal Environment

Corona as is one of the most famous brand name beers from Mexico brewed by Grupo Modelo, currently being sold in liquor stores and bars everywhere in British Columbia. Crown Imports is a joint venture that imports, distributes and markets the Modelo products and other beer brands. The Crown portfolio includes Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico, St. Pauli Girl and the Tsingtao beer brands.

Constellation is also associated with Grupo Modelo. This organization is known to be the leading international producer and marketer of beverage alcohol brands. Their portfolio of Mexican beer, such as Corona, is the undisputed imported beer leader in North America. Constellation operates more than 60 production facilities, has over 9,200 employees worldwide and sells or markets products in North America, South America, Europe, and the Asia/Pacific region.

ii. The External Environment

Customer Analysis

The main targets are men and women between the ages of 19 to 45, particularly the “party crowd” for special occasions (such as BBQ’s) and also those who enjoy traveling and relaxing at their vacation spots (ex. a beach in California or a cabin in Whistler)

Non-customers

Not every beer drinker may enjoy Corona’s bitter taste. Because there are many different beers being sold at different prices, there may be those who, for instance, prefer to purchase cheaper alcohol

Buying Purchases

• Coronas are usually sold at the following places:

o The BC Liquor stores вЂ" this is usually the main store most customers go to buy alcohol, especially Corona beer. They are being sold at different kinds of packaging.

o Cold Beer and Wine Stores вЂ" these are private-owned liquor stores. And unlike the BC Liquor stores, their operation during late hours is a good advantage for beer drinkers who want to purchase Corona late at night.

Competitive analysis

• Canadian Beers are heavily advertised in local radio and Canadian television stations. For instance, because Canadian beer is part of the culture of Canada, they usually promote themselves during a Canadian hockey game, where most viewers would be watching the advertisements during the commercial breaks.

o Labatt вЂ" Labatt Blue claims to be the “best-selling Canadian beer in the world”, according to their official website. The beer is known for its crisp, refreshing taste

o Kokanee вЂ" it’s a popular beer brewed from Creston, BC. Well-known for their comedic TV ads

o Sleeman вЂ" a Canadian beer known for having different brands to suit individual tastes (ex. Sleeman Clear, Sleeman Cream Ale, Sleeman Honey Lager)

• Other beers from foreign countries are mainstream in British Columbia besides Canadian beers…

o Brahmas вЂ" A beer made from Brazil. As mentioned, it’s very similar to Corona, but it has a sweeter taste

o Heineken вЂ" a famous Dutch beer, brewed in many different countries

Technological

• Corona beer comes in a few different kinds of shape and sizes

Cans вЂ" Corona beer cans are sold in stores either individually or in six packs; a good advantage for those who may not drink as much.

Bottles вЂ" it is the most traditional form being sold in stores and/or served in local bars.

Big bottles вЂ" This contains 710 ML of Corona beer. It is specially made for those who would want a greater quantity of Corona beer

04. S.W.O.T Analysis

Strengths

• Corona is one of the top selling beers in the whole world. And with the rise of the Canadian dollar, we get more business opportunities of Corona beer being delivered to Canada more often.

• Unlike other beers, it’s the only beer that can actually be enjoyed with a piece of lime or lemon, which makes it very unique by giving it a more authentic taste.

• Corona has been identified as the ideal “laid back” kind of beer to drink for relaxation, especially when on a vacation.

Weaknesses

• Corona is not the kind of alcoholic beverage that beer drinkers would enjoy, sitting at home in their living room since it’s more of a “re-treat and relaxation”