PART A. Analyze The Case. After reading the case, follow the five steps to analyze the case and to provide written answers for each step (please add your answers in blue in between each step/question).

Step 1. Describe the problem facing the organization (the problem may be a challenge and/or opportunity that A-B InBev is facing).

Answer here.

Step 2. Consider marketings five external environments (the uncontrollable elements outside an organization that may affect its performance) and write how external environmental elements could negatively or positively impact the problem you identified and described in Step 1 (consult pp. 42-55 and 84-85 of the textbook for additional information):

i.Economical (What is the current state of the economy and how might it affect the problem?)

Answer here.

ii.Technological (What is the current state of technology and what technological changes might affect the outcome of the problem?)

Answer here.

iii.Political/Legal (How do the political and legal systems affect the problem?)

Answer here.

iv.Competitive (Who are the organizations competitors and how might they react to the problem?) Answer here. v.Sociocultural (How might consumers react to the problem? How do domestic and global cultures affect the decision?)

Answer here.

Step 3. Provide at least two possible alternatives or solutions to the problem you described in Step 1.

Answer here.

Step 4. Select one of your solutions (or a combination of two or more) from Step 3 and explain why you chose it.

Answer here.

Step 5. Give a detailed explanation on how the organization could implement the solution you chose in Step 4.

Answer here.

PART B. Additional Case Analysis. Provide written answers for each of the following questions (you may add your answers in between each question in blue).

1. As A-B InBev considers launching hard seltzer beverage products, what should it consider as related to the elements of the marketing mix (the 4 Ps), and why? Answer here.

2. In your opinion, what is A-B InBevs overall value proposition as an organization? What could be a value proposition for the hard seltzer beverage product line? Answer here.

3. Does A-B InBev enjoy a competitive advantage and/or a distinctive competency over its competitors? If so, what are they? Do the proposed hard seltzer beverages have a differential benefit over similar beverages offered by its competitors? Answer here.

4. What value does A-B InBev offer from the customers perspective? Answer here. a. Value from the sellers perspective? Answer here. b. Value from its stakeholders perspective? Answer here. c. Value from societys perspective? Answer here. d. What potential ethical concerns and sustainability issues should A-B InBev consider as related to the hard seltzer beverages? Answer here.

5. Review the Product-Market Growth Matrix, Figure 3.4, on page 88 of the textbook. Which of the four approaches is A-B InBev using with its hard seltzer beverages initiative? What other growth strategies could it use to stimulate further growth? Answer here.

6. What sources of information can A-B InBev gather to help form their hard seltzer beverages marketing strategy? Answer here.

a. Which are primary sources? And which are considered secondary sources? Answer here.

b. What additional research and/or types of analytics could help A-B InBev in its ongoing strategic planning for this specific new product line? Answer here.

7. Describe the consumer market segmentation (demographic, behavioral, etc.) you believe A-B InBev is targeting with regards to the hard seltzer beverages, then create a brief position statement that will influence a particular market segments perception of these hard seltzers and will provide some brand personality (Be creative! Remember that a value proposition and a positioning statement are not the same.). Answer here.

8. In 2016, bottled water eclipsed carbonated soft drinks in sales. What could A-B Inbev learn from that industrys experience and the strategy executed by market leaders Coca-Cola and Pepsi? Answer here,