Scarborough Heileman BUS 371 02 - Copy

Scarborough Heileman BUS 371 02 - Copy - Please answer the...

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Please answer the following questions for our class meeting on September 3. This is an individual assignment and should be pledged as such. Be as thorough and specific in your answers as you can. Drop your answers in my inbox, using the format specified on your syllabus, before your class meeting on September 3. 1. Why did Heileman make the decision to introduce PowerMaster? The introduction of Heileman’s Colt 45 PowerMaster came at a crucial time for the century old brewing company. Facing financial downfall, the G. Heileman Brewing Company foresaw the opportunity to challenge the malt liquor market by introducing a stronger, yet price friendly malt liquor. Malt liquor consumers were generally low income citizens, so it seemed logical that someone dealing with money constraints would choose a cheaper beer over a premium beer. Recognizing that 75% of malt liquor consumers had household incomes of less than $35,000, the introduction of a price modest, higher alcohol content malt liquor was predicted to be a homerun. Competitor’s production of “up-strength” malt liquors
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