Distribution and promotion of beer study proposal

Nigeria, Counterfeit, Alcoholic Beverage, Fake

Research from Exploration Proposal:

Continuing to expand these operations even so would create significant advantages of both parties. Many of these benefits happen to be succinctly offered below:

The American brewery would deal with limited risks and these types of would be shared between franchisor and franchisee

Historical data on franchising operations uncover significant rates of achievement, explained mostly by the mutual interest of both parties operation owner will be more inclined to promote the Redhook Ale dark beer than an average wholesale supplier

Disadvantages are usually incurred in the process and some of them are presented listed below:

Redhook Alcohol Brewery would need to offer support to its Nigerian companions in the form of training or even financing

The American brand will be handled simply by foreigners and a negative response to the operations in Nigeria could materialize in a damaged reputation pertaining to Redhook Light beer Brewery

Equally cases of wholesale division and operation operations present advantages as well as limitations. Their particular ultimate goal however remains that of selling as many Redhook Ale sodas as possible. The between the two distribution channels however continues to be the nature of the goal. While the wholesale supplier will generally focus on simply selling the beers, the franchisee will certainly place a heightened emphasis on setting up a stable and loyal customer base. He can therefore target more about promoting the items through numerous channels, producing the best informed logistics decisions and setting up a campaign that adequately uncovers the Redhook Ale beliefs.

Transportation and also other logistics decisions generally vary from one partner to the different and are proven based on talks between the Nigerian entrepreneur and the representative of the American brewery. Each arrangement is advised in a agreement. In some cases, the transport in the merchandise through the U. S i9000. To Nigeria would be included in the brewery, whereas in other instances, it might be paid by wholesale supplier or by the franchisee.

The particular channels employed by the Nigerian entrepreneurs to truly ensure that the merchandise reaches the ultimate customer happen to be various. Franchisees generally use their own services as selling locations, where the customer can be invited to purchase and enjoy the beer. When it comes to wholesale stores on the other hand, they generally sell bigger quantities of beer to supermarkets, retailers or entertainment facilities, just like bars or perhaps clubs.

A final specification that must be made in accordance with the distribution of Redhook Ale drinks in Nigeria refers to the promotion of the corporate principles. Each Nigerian entrepreneur is asked to conform to the internal restrictions and the general company ideals relative to treating employees, the offering of high quality products and the generation of increased client satisfaction.

4. Conclusions

Redhook Alcohol Brewery was established in 1981 in Seattle, Washington and it has seeing that undergone key changes. Today, the organization remains headquartered in Seattle, yet has come to run in nearly 50 countries across the globe. In Nigeria for example, they listed major accomplishment as beer is a favorite beverage among the local population.

Their achievement has been due to the increase in the Nigerian beer market through the past the past few years, but likewise to the proper strategies applied by the organization in releasing their beverages. In doing therefore , they chose wholesale merchants, and these days, they have also commenced businesses to release franchises. Every single channel gives Redhook Alcohol Brewery with both advantages and also disadvantages. Irrespective of these however , the American brewery, through its Nigerian distribution companions strives to stay its approach of global expansion, while improving the requirements of their stakeholders.

References

Beaumont, S., 2002, Counterfeit Dark beer Troubles Nigeria, World of Dark beer, http://www.worldofbeer.com/brightbeer/nigeria0.htmllast accessed on Nov 19, 08

2008, Internet site of Redhook Ale Brewery, http://www.redhook.com/last seen on Nov 19, 2008

2008, Buyers, Importers, Vendors of Beer, BR Control Holding, http://br.tradeholding.com/default.cgi/action/viewcompanies/buyers-importers-distributors/beer/last accessed in November 19, 2008

08, Redhook Ale Brewery Incorporation. http://phx.corporate-ir.net/phoenix.zhtml?c=95666p=irol-IRHomelast utilized on November 19, 2008

Beer, Cider and FABs in Nigeria to 2011, Research and Markets, Retrieved at http://www.researchandmarkets.com/reports/586658/beer_cider_and_fabs_in_nigeria_to_2011.pdfon November 19, 2008

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