Which Marketing Strategy Should Royal Grolsch Pursue to Enter the Sweden Market with its Radler 0.0%?

Vincent F.

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Which Marketing Strategy Should Royal Grolsch Pursue to Enter the Sweden Market with its Radler 0.0%?

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Themes

Royal Grolsch, brewery, non alcoholic beer, beer market, Swedish market, marketing strategy, swot analysis, audit, competitiveness, transport, distribution strategy, channel of distribution, budget, delivery, human resources, production capacity

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Abstract

With the writing of this report, we aimed to determine whether it was worthwhile for the Grolsch beer brewery to enter the Swedish market with its product Radler 0.0%. To determine this, it was necessary to practice a country analysis as well as a market analysis including a SWOT and TOWS analysis to have a precise and global vision of the Swedish market.
After this analysis, it is obviously necessary to develop a marketing plan to look at what is feasible in this country. This marketing plan includes commercial, marketing, financial, industrial and human aspects in order to be as close as possible to reality. However, as we did not have access to Grolsch's confidential information, we had to make estimates.

Analysis of Sweden and Marketing Strategy
1. Methodology
2. Cultural Analysis
3. Market Plan and Promotion
4. Economic Analysis
5. Market Audit and Competitive Analysis
6. SWOT
7. TOWS
Transport, Distributions and Prices Estimates
1. From Origin to Destination
2. Channels of distribution
Pro Forma Financial Statements and Budgets
Resource Requirements

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[...] It is a means of transporting goods which is not at all flexible and which is easily disturbed by accidents or bad weather for example. Finally the train network is not in the same condition depending on the country. Also it should be specified that European countries do not yet have all the same characteristics for the size of rails which sometimes requires changing trains to continue the journey. Air carriers Advantages : This allows a very fast delivery (between 12h and 48h including the routing of goods) Disadvantages : Very high cost means of transport Need a nearby airport Multiplication of loading and unloading phases Polluting means of transport which can damage the image of the company if it uses an airplane to transport beer from the Netherlands to Sweden. [...]

[...] Regarding the format, the packing in which the 0.0% Radler beers will be transported, we think it is interesting to transport them with pallets of 100cm X 120cm so that loading and unloading is simple and quick for both parties. And on each box, there will of course be a description of the products inside. The documentation related to the products transported (Radler 0.0%) by the driver is similar to that which Grolsch already practices for countries like France (Radler 0.0% is already on sale in France) since Sweden is also in the European Union. [...]

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[...] Most of the country's bank branches have stopped handling cash many shops, museums and restaurants now only accept plastic or mobile payments. Wholesale middlemen and distributors Because we choose indirect export as an entry mode, which means selling to an intermediary who in turn sells your products either directly to customers or to importing wholesalers, Grolsch don't need any import/export agency to deal with this problem. Instead of agency, to distribute the Radler product, Grolsch needs distributor to spread the product all around Sweden. For example, KGA logistik ab. [...]

[...] I believe we should target the younger generation though, ages 20- 30 as they are the ones more willing to purchase non alcoholic products. They are also likely to be newer drinkers and will not have a hard-set brand loyalty yet, unlike older generations who have had the time to find beers both alcoholic and nonalcoholic that they will be more loyal too. It is hard to predict the expected sales, but we predict to sell around ~300,000 liters in the first year with a profit of ~90,000 euro after advertising, shipping and manufacturing costs. [...]

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