1. MOOSEHEADBREWERIES

2. What market entry strategy should Moosehead Brewery adopt in order to efficiently enter the Quebec beer market? What implementation issues must be addressed in order to ensure Mooseheads smooth, sound and ultimately successful entry into the Quebec beer market? What promotional strategies should Moosehead carry out in order to establish the Moosehead lager as a premium tasting beer at a reasonable price? PROBLEM IDENTIFICATION

3. Everyone of legal drinking age who may consider purchasing beer TARGET MARKET

4. KEY FINDINGS There is $2 billion in beer consumed in Quebec each year (60 million 24-bottle cases) In Quebec, liquor can be sold by private retailers ¾ of beer purchased is for home consumption Quebec has lower liquor taxes and more strict laws Unused capacity in Moosehead production facilities

5. STRENGTHS Close proximity to Quebec Unused capacity in production facilities Sole proprietorship Quality product Established distribution both nationally and internationally Long history

6. Relatively small compared to major, national breweries Labelling costs WEAKNESSES

7. OPPORTUNITIES Quebec has lower liquor tax than other provinces Quebec has the 2nd largest beer market in Canada Drinking age is 18 Established brand awareness that can be built upon High interest of Quebec retailers Market share to build upon

8. Regional pride of beer drinkers Communication/cultural barriers Lobbying by smaller Quebec microbreweries Provincial law discrepancies Interprovincial trade barriers Lack of correct labelling and advertising THREATS

9. ALTERNATIVE #1 Position Moosehead Exclusively using an Indirect Approach

10. Non invasive in it’s appeal to potential consumers Assures availability of inventory Exclusive availability of the products ADVANTAGES

11. DISADVANTAGES Ignores numerous sectors of potential target market May make some consumers angry due to lack of product availability Only creates minimal brand awareness

12. ALTERNATIVE #2 IntensiveDistributionusinganIndirectApproach

13. Product reaches entire target market Generates higher sales due to increased traget market exposure Creates brand awareness/recognition throughout Quebec ADVANTAGES

14. DISADVANTAGES Could be seen as an invasion of an out of province product(regional pride) Supply shortage is product is successful Overexposure may lead to consumer complacency

15. ALTERNATIVE #3 SelectiveDistributionwithanIndirectApproach

16. Maintains Mooseheads image Controls the flow of merchandise Retailers have a strong incentive to sell the products because there is less competition from other retailers ADVANTAGES

17. DISADVANTAGES Potential misinterpretation of market research could lead to placing Moosehead in the wrong place Less control on pricing Not as much exposure as intensive marketing

18. 1) Position Moosehead Exclusively using an Indirect Approach 2) Intensive Distribution using an Indirect Approach 3) Selective Distribution with an Indirect Approach ALTERNATIVE OPTIONS

19. ???? = ONE

20. REFERENCES (2008). Retrieved November 13, 2009, from Times&Transcript: http://timestranscript.canadaeast.com/ (2009, July 31). Retrieved November 13, 2009, from Agriculture and Agri-Food Canada: http://www.agr.gc.ca/ Grewal, Levy, Persaud, Lichti. (2009). Marketing- Canadian Edition. McGraw-Hill Ryerson Ltd. Inquiry Into the Quebec Beer Market. (2009, November 05). Retrieved November 13, 2009, from Competition Bureau: http://competitionbureau.gc.ca/eic/site/cb-bc.nsf/eng/00786.html

21. MERCI! THANK YOU! -GROUP C- Jesse Aldridge Claire Gaigal Matt Human Sunny Ling Crystal Thorleifson