Abbey Beer Frère Jacques

This is a preparation for the Abbey Beer Frère Jaques case from the Universiteit Maastricht Marketing exam 2004. 9 pages! ☺Marketing Case☺ Abbey Beer Frère - Jacques Questions 1.<Tab/>What in your opinion are the most crucial issues and perhaps questions marks relating to the market evolution and buying behaviour of beer in France? Are you expecting any changes in the medium or …showed first 75 words of 3110 total…

…showed last 75 words of 3110 total…balanced portfolio by differentiated marketing => gain market share with the other flavors - avoid price differentiations by "recommended retail price" External:<Tab/>- advertise for more beer consumption in general - open new cafes in the south-west region - try to stimulate the CHR channel - develop competitive advantages Matching strategies: - use the market leadership position and brand awareness to develop market share in the increasing food channel