International marketing plan for Cervezas Moritz S.A to enter the Californian beer market

Author

Neuß, Annika
McKiernan, Colm

Abstract

Cervezas Moritz S.A. is a beer brand from Barcelona, Spain which is proud to be known as “the first beer of Barcelona”, made in 1856. The brand belongs to a larger brewery family, Grupo Agora, which owns many different beverage companies across Spain, which export to various countries across the globe. Moritz is one of these that currently exports and has a presence in over 25 different international markets. However, the company has had mixed successes across the various regions. The reason for this has been the absence of a clear and achievable marketing plan laid out in advance of the entrance into the new market, which the company has now realised. Therefore, in the next case of entering a new market, a clear and achievable marketing plan is the top of the company’s agenda. To this end, having been successful locally and with more focus on expanding their global reach, Moritz is now planning its entry into another new international market, the United States market, with a clear and achievable marketing plan. However, as the US market is of great size, it has been decided that the brand will first enter the US market through one state and expand further from this in the long-term, if viable. The state of California has been chosen as the first entry point due to this state having the largest consumption levels of beer across the US. This paper therefore discusses the international marketing plan for Cervezas Moritz S.A. to enter the Californian beer market.
This international marketing plan has been carried out through various theoretical frameworks and concepts to ensure a successful introduction of the company into this new market. Initially the internal analysis will be undertaken to examine the internal activities and competencies of the Moritz brand, followed by a PESTEL and Porter’s 5 forces analysis of the external environment and industry the company will enter. Thereafter, the competitive situation will be investigated, concentrating on the established players in the market before the market conditions are considered and outlined. Potential distribution partners are then audited to facilitate an export strategy for the Moritz brand. As a result of the internal analysis and the external analyses undertaken, strengths, weaknesses, opportunities and threats are outlined and subsequently cross analysed in order to uncover areas of potential growth for the brand to take advantage of and alternatively, areas of risk which the brand should address. From the cross analysis of these of these strengths, weaknesses, opportunities and threats, objectives for the brand are defined and marketing strategies are developed to achieve these objectives. An action plan of tactics follows to support these strategies and key performance indicators are developed to evaluate the successful implementation of these tactics. Finally, a Gantt chart is provided to provide an overview of the brands progress milestones through the next period and a budget for these tactics is outlined.

Director

Palau Saumell, Ramon

Degree

IQS SM - Master in International Marketing in a Digital Environment / International Marketing & Sales Management

Date

2022-06-06