biz case study - Internal Analysis Despite Zebra beer being...

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Internal Analysis Despite Zebra beer being a great tasting beer, it had its problems. One of its problems was it being at a microbrew price. The product being at a microbrew price means that it’s at a high price for a beer. MCB wants to drop the price but, them talking to the experts in the industry they say that lowering the price would hurt the company’s image. They’re afraid that people won’t think it would be a good beer anymore because they lowered the price down. The experts also say that the only survivors in the industry are the strong microplayers. They say that you have to position yourself as a strong micro. You have to have people believe it’s a good beer, and appeal to the brewers. So right now they have to decide on whether or not to keep the pricing were it is or go to a premium price. The other problems there having with the product is that it’s not a name brand beer. They say this because you don’t here or say about it on TV. They can’t advertise it like other name brands because it doesn’t have that familiar name like the likes of Bud. The Firm doesn’t want to
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