Can you look over my paper and answer these peer review questions for me? Readiness for Review: Has your peer completed the Marketing Plan? If not,
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Can you look over my paper and answer these peer review questions for me?Readiness for Review: Professionalism:

  1. Has your peer completed the Marketing Plan? If not, what is missing?
  2. Has your peer used proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates
  3. Thoroughness:  Does your peer follow instructions in each section? Do their responses are well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis?
  4. Progression: Does the Marketing Plan flow or does it demonstrate continuous improvement?
  5. Company Profile:  Has your peer clearly identified the company or product? Is there information describing the market segment and targeted market? Are the environments clearly explained?
  6. Marketing Information & Research: Did your peer use marketing information and research to develop marketing strategies for the organization?
  7. Consumer Behavior: Did your peer use information about consumer behavior to inform marketing strategy and tactics?
  8. Branding: Did your peer analyze elements of a brand and explain how the brand-building process contributes to success of products or services?
  9. Positioning & Differentiation: Did your peer describe the product or service positioning statement that aligns with a value proposition and a target segment
  10. Product Strategy: Did your peer address the 4 P's of Marketing? Is the target approach clearly identified? Are the KPIs clearly identified and explained
  11. Summary Comments: Feedback and recommendations for improvement


Marketing Plan for Columbus brewing company

Contents

Executive Summary

Company Profile

Market Segmentation & Targeting

Situation and Company Analysis

Ethics and Social Responsibility

Marketing Information and Research

Customer Decision-Making Profile

Positioning and Differentiation

Branding

Marketing Mix (4Ps)

Product Strategy

Pricing Strategy

Place: Distribution Strategy

Promotion: Integrated Marketing Communications Strategy

Budget

Action Plan

Risk Factors

Attributions




Executive Summary

Company Description

Columbus Brewing Company is one of the oldest craft breweries in the area, it has an established brand name in the community. CBC has differentiated itself from the other local craft breweries by focusing on hop-forward beers and constant output of new and inventive IPAs. CBC has made its brand name very trendy in the craft brew market by engaging the niche market of "hop-heads".


Target Segment

●      Target segment has a knowledge of obtaining the freshest beer pushing them to purchase from local brewers.

●      Target segment is middle class, usually has a family and is knowledgeable of the brewing process. Usually has a group of friends that are microbrewery fans and share their experiences within the group. 70% male 30% female, 85% non-Hispanic white.


 

Competitive Advantage

Columbus Brewing Company is one of the oldest craft breweries in the area, it has an established brand name in the community. CBC has differentiated itself from the other local craft breweries by focusing on hop-forward beers and constant output of new and inventive IPAs. CBC has made its brand name very trendy in the craft brew market by engaging the niche market of "hop-heads".

 

Positioning Statement

"To hop-heads, Columbus Brewing Company is the only choice for local and fresh I.P.A.s that deliver a new and exciting experience every month, because Columbus Brewing Company is the only local brewery that offers two revolving lines of inventive I.P.A. offerings".

 

Marketing Plan Objectives

The marketing plan is to create a market desire to sell every produced amount of the monthly Insane Wanderer release and to create a buzz for the CBC staple lines of beer creating new customers.

Company Profile

●      Company Name: Columbus Brewing Company

●      Industry: Wineries and Breweries

●      Headquarters Columbus, Ohio United States

●      Year founded: 1988  

●      The number of employees: 246

●      Annual revenue (estimated): $50 Million

●      Major products and/or services: India Pale Ale

●      Target customers: Craft Beer lovers over the age of 21

●      Distribution channel(s): Ohio

●      Key competitors: Regional: Great Lakes Brewery National: Upland Brewing

●      Link to website: www.columbusbrewing.com

 


Market Segmentation & Targeting

●       Fresh local high A.B.U. India Pale Ales

●       Columbus has a huge market for craft beer. If CBC could create more of a local identity, potentially they could pull more customers away from the other local breweries and the other two major markets (Cleveland, Cincinnati).

●       28-40-year-old male craft beer drinkers

●      Segments include: 21-35, 40-54, 55-above. Craft brew drinker's year-by-year have been steadily taking more of the market away from the macro breweries strong hold of much of the market.

●       The focus will be on the 28-45-year-old local market consumers. The age segment selected are most of the craft market that visit the brewery site and are loyal to the "local scene" With more of a focus on the local aspect and push the IPA aspect of the brewery's selection of beers, the segment will select CBC beers when visiting carry out stores and major grocery chains.

Situation and Company Analysis

Economic Environment

 The craft beer industry pulls from the affluent, educated, middle class that has a disposable income and does not worry about spending extra time or money seeking out new and exciting offerings. Right now, during the last year of the global pandemic, beer sales have risen. Staff are already in place at CBC and additional staff can be pulled on a temporary basis. Current interest in the craft beer market is growing shown by its rise in sales. Consumer interest along with sales is growing and has a high rate of psychographic culture.

Technical Environment

CBC has in the past year relocated to a new location with a larger capacity capability and all new state of the art brewing equipment that lends to possibility of producing a larger output. The new location has a tap room that has not been present at the former brewery.

Industry Environment

The market for craft beer in Ohio again, has been growing steadily every year. New entries into the market are popping up every month, but CBC has been established longer and has a scale for distribution that is unmatched in the region. Small, new breweries are not posing a threat to the CBC name or reach of distribution.

Competitive Environment

CBC has no competitors in the local region. The scaled competition comes from the two adjacent region markets: Cleveland and Cincinnati.  The major market competitors are Great Lakes brewing company in Cleveland and Moerlean Brewery in Cincinnati. Both breweries are at scale for volume and distribution. The other scaled competitors are not located in the state and do not have distribution rights in Ohio. Both breweries Have placement in the large grocery chains, but only Great Lakes fight head-to-head for beer taps at local bars with CBC. CBC's advantage is local presents. Columbus is in the name and the history of CBC is ingrained in the local market. The market has plenty of room for all of CBC's competition with plenty of room to grow.

Political Environment

CBC holds all the licensure to operate and distribute in the region and in the entire Ohio market. CBC is one of a handful of Brewers that have the license and the scale to be in the store space/ tap space within Ohio.

SWOT Analysis

 

HELPFUL Ideas

HARMFUL Concerns

Internal

Strengths

●     CBC is the third oldest, but largest craft brewery in the Columbus region

●     CBC has a marketing director, and a marketing staff, along with a budget to push the expansion agenda.

●     CBC has established itself as the leader of I.P.A. beer market with several rotating lines of seasonal I.P.A. offerings

●     CBC has pushed for a hop heavy profile to its customers that the competition has not been able to match.

●     With the rotating seasonal lines CBC offers I.P.A.s that keep the CBC name in front of the consumer with competitors that only offers the "stagnant" 4-5 beer labels.

Weaknesses

●     CBC went through a face lift of their beer labels and have been pushing the bottled beer into cans. This may pose a threat to the "tried-and- true, original consumers.

●     Even with the expansion CBC Cannot produce enough product to crack the "out-of-state" market.

●     CBC needs to get their seasonal offerings more into the face and hands of the general market.

●     A better and more vast exploration into hop profiles will help bring new consumers to the brand.

●     Some of CBC's premium imperial beers do not outshine the regional competitors.


External

Opportunities

●     Craft beer is still a very psychographic growing market. Word of mouth and brand awareness can be a strong growth opportunity.

●     The market has an insatiable need for new and fresh I.P.A. offerings.

●     Any new I.P.A. brought to market has a sharp spick in sales in the first several weeks on the shelf. With more awareness of their rotating lines CBC can obtain more consumers.

●     Collaborations are prevalent and celebrated in the market.

●     Web site participation on suggesting new I.P.A. styles from consumers.

●     Across the spectrum of all craft beers, the market is growing, with I.P.A. leading the pack.

●     The government has recently lifted ABV allowances for all beers.

●     Craft beer is very locally driven.

Threats

●     Competitors use the same tactics to get their product in front of consumers. In store tastings, free hand outs, and signage.

●     Local identity is CBC's greatest strength.

●     The craft beer market is a even playing field.

●     Usually, competitors will mimic or use the same marketing tactics.

●     CBC is on the cutting edge of brewing processes.

●     There is no International threat for CBC

●     Some people have a taste problem with extremely hoppy beers.

●     Market demand has been on a steady rise for decades with no cap in predictions.

Mission, Objectives & Goals

CBC wants to become the largest producer of fresh, local I.P.A.'s in the Ohio market.


1.    Creating an awareness of their I.P.A. offerings. 2. Creating a rush in sales when rolling out a new line of seasonal I.P.A.'s. 3. Having a large turnout at the tap room for a seasonal launch party.


1.CBC can have a larger person to person presents at established sales venues when launching a new beer. 2. A push of "Shwag" ahead of a new launch. 3. Marketing the launch parties on web site, and social media, and local stores. 4. An increase in launch seasonal beers by 20%

Ethics and Social Responsibility

Current Status

CBC has installed an underground thermal cooling water line that does not waste clean "city" water for the cooling process.

Recommendations

CBC could parner with the Ohio State University Agriculture department to reuse spent grain to feed to the University's cattle and hog farming facilities. This will greatly cut down on waste used by the brewery.

Marketing Information and Research

Research Question

Creating a demand and return purchasing every month for CBC's monthly Insane wanderer I.P.A. release.

Information Needed

Marketing research into the return customers, and how many months they return purchase. How many one-time purchases are occurring? How many purchases are occurring after an on-site tasting?

Research Recommendations

Research department needs to investigate sales data on point of sales with a focus on release dates. Secondary data on comparable competitors I.P.A. sales at the same point of sales. Secondary data on repeat sales of comparable competitors at the same point of sales. Sales data on CBC beer sales against the "Insane wanderer" at the same point of sales. Primary research and interviews at tastings at major point of sale stores. Random interviews at the on-site brewery tasting room. The gathered data will help focus repeat purchasing to create a want and need for the monthly release of the "Insane wanderer."

Customer Decision-Making Profile

Identifying the Customer and Problem

The majority of beer purchasers are from the age of 21-27 with the majority of beer being purchased of domestic macro brew. CBC's focus group for "hoppy" beers is between the ages of 29-50. The older beer drinker is after more complex flavor profiles and "fresher" local beer. The demographic focus has a disposable beer allowance and a loyalty to local brewers.

Factors Influencing Customer Decisions

●      Target segment has a knowledge of obtaining the freshest beer pushing them to purchase from local brewers.

●      Target segment is middle class, usually has a family and is knowledgeable of the brewing process. Usually has a group of friends that are microbrewery fans and share their experiences within the group. 70% male 30% female, 85% non-Hispanic white.

●      Brand loyalty is particularly important to the target segment, many will buy different offerings from the same brewery that they are loyal to.

●      B2B is brewery sales straight to bars in the general area.

Reaching the Customer

-In-store tastings: This gives the costumer an opportunity to try-before-you-buy, and a chance to see the costumer's reactions and possible sales.

-Grocery store signage with a focus on monthly release and hop freshness: this will increase costumer awareness and a visual presence.

- Multimedia push with print, online, and billboard presence: The most important part of the campaign is to reach the craft beer drinkers and let them know about the monthly release.

Competitive Advantages

Columbus Brewing Company is one of the oldest craft breweries in the area, it has an established brand name in the community. CBC has differentiated itself from the other local craft breweries by focusing on hop-forward beers and constant output of new and inventive IPAs. CBC has made its brand name very trendy in the craft brew market by engaging the niche market of "hop-heads".


Market Niche and Positioning Strategy

The "hop-head" market is very large and growing every year. With pushing it's IPA offerings, CBC has created a brand inside the brand name. CBC has a stable of flagship beers that do well in their own niche market. CBC needs to identify the customer that is looking for different IPAs to try and pull them into there always rotating monthly output to obtain return customers.

Positioning Statement

"To hop-heads, Columbus Brewing Company is the only choice for local and fresh I.P.A.s that deliver a new and exciting experience every month, because Columbus Brewing Company is the only local brewery that offers two revolving lines of inventive I.P.A. offerings".


Repositioning Considerations

I do not recommend repositioning for CBC. They have fantastic brand awareness, as well as brand loyalty. I only recommend a positioning strategy for the "Insane Wanderer" monthly series.

Branding

Brand Description

The Brand for "Insane wanderer" is a well-crafted design that is visible from month to month on the 6-pack carrier as well as the bottles themselves. It is highly stylized and easily recognizable.

Brand Promise

"Insane Wanderer is our conduit to explore new varieties, new combinations, and to just have fun with our favorite raw material. Our plan is to introduce a new package, identified with a volume number and unique artwork, the base beer will remain the same, complemented with an ever-changing blend of hops. We look forward to taking this journey with all of you." *1



Brand Voice and Personality

●      [Brand] is: Always evolving, an exploration into hops that will teach and delight every "hop heads'" hop desires.

●      [Brand] is never: Boring, every release is a new experience into fresh local "hoppy" beer.

Brand Positioning and Strategy

With CBC's well known IPA footprint, the company and brand need to inform its customers and potential customers of its "Insane Wanderer" journey/experiments into the world of hops and the endless combinations that are available. With creating awareness CBC will be able turn its limited releases into a highly desired craft beer. With the batches being limited CBC could create an excitement and anticipation for every release that could potentially drive-up sales for all their beer lines.

Marketing Mix (4Ps)

Product Strategy

●      The Insane Wanderer has the same base recipe and is under astringent gravity readings at every step of the process. The gravity readings ensure consistent taste.   

●      The changing hop profile gives Insane wanderer limitless iterations on the taste profile giving CBC unlimited life span.

●      The hop enthusiast is looking for new and exciting offerings, CBC can offer a reliable base of grain with a monthly output of new flavors to experience.

●      CBC is the only brewery in the market to offer a rotating hop profile. For this product there are no competitors other than competitors seasonal IPAs that are part of their normal offerings.


Pricing Strategy

●      Customers are willing to pay 2-3 dollars extra for an exceptional offering.

●      For a small brewery break-even is somewhere around 500 barrels. CBC can produce 22,000 per year with overhead and staff that leaves them plenty of wiggle room on profitability

●      The price sits perfectly at a well-established brewery price point.

 

Placement Strategy

 

 

●      With keeping distribution within the Ohio area, CBC can keep prices down and the integrity of their brand. CBC has more of a control staying local with being able to employ their own sales and marketing team that can easily travel within the distribution channels to oversee any problems that could occur.

●      CBC has their own "tasting" bar on the premises of the brewery and has robust sales that are part of revenue for the company. CBC staffs and runs the on-site bar and tries out new beers before going into mass production.

●      CBC is available statewide in Ohio and has plans to crack into the tri-state neighbors as soon as they have met the demand inside Ohio.

Promotion: Integrated Marketing Communications Strategy


Approach


Approach and strategy are a push in local awareness by a digital blitz in local digital magazines, social media, as well as billboard rental and signage at point of sale. In store tastings and marketing analyses at point-of-sale tastings. With the education of the local market about freshness CBC will be in the forefront of customers minds after media blitz.


Goal

●      The target audience for the Columbus Brewing Company (CBC) marketing plan is the craft brew customer.

●      The goal of the marketing plan is to increase awareness of the "Insane Wanderer" line of IPAs from CBC and drive the limited release into a "must have" item, creating a rush in sales at the release date.

●      To get that message out to the general craft brew market will increase sales of their "Insane Wanderer" line of IPAs and possibly increase sales of their flagship beers.

●      I believe getting the local market for craft beer aware of what CBC is doing with their ever-evolving line of IPAs will give the consumer a sense of local pride and the chance to taste different styles of hops without leaving their price point.



Messages

 

1)    CBC's Insane Wanderer's Fresh, Local monthly IPA is an exploration into the world of hops that has never been available to the craft beer enthusiasts of central Ohio.

2)    Insane Wanderer will change the way you look at hops when purchasing any IPA in the future.

3)    Insane Wanderer will have you coming back month after month to experience the next level of hops education.

4)    Stop at your favorite local beer distributor and begin your journey of hop exploration.

 


Promotional Mix and IMC Tools


Digital Marketing

 

·       CBC has an on-line presence for its release and does mass emails to enrollee's.

Direct Marketing

 

·       CBC does a mass social media push on all platforms for every release.

 

Sales Promotion + Digital Marketing


·       When CBC finalizes its number of representatives, they will be focusing in on the best sales locations for in-person tastings and marketing research.


Sales Alignment


The Insane Wanderer marketing campaign is in the building relationship and education phase. CBC has been releasing Insane Wanderer for several years but needs a push to get the message to the right demographic to create buzz for their limited releases.


Measurement (KPIs - Key Performance Indicators)

CBC only releases a limited amount of the Insane Wanderer. The Key-Indicator of the success of the marketing plan will the sell-out of the release. When customers are unable to purchase the release, it will cause a surge at the release date, prompted by the digital blitz. CBC can eventually up the production quantity to fulfill the market need cap the quantity when they find the equilibrium.


Budget

CBC yearly revenue is 50 million. Based on a 7% allotment for market budget that equates to 3.5 million for all marketing. I will base the marketing campaign on 10% of that putting us at a $350,000 budget.

 


Item

Purpose

Cost Estimate

Print campaign

Printed posters for stores and grocery stores and other material for in person tastings

$100,000

On-line media

Cost of media staff for on-line advertising

$50,000

Billboard

Cost of billboard rental and print

$100,000

Staff

Cost of personnel for in-person tastings

$50,000

Shwag

Cost of hand out items and beer to give away

$50,000


Estimated campaign impact: CBC should see a return of selling all product produced and shipped.

Action Plan



Timing

Activity Type

Brief Description

Audience

Owner

2-24-2021

staff

Start hiring staff for tastings

 hiring managers

 

2-24-2021

media

Start the on-line talent for media push

Media dept.

3-15-2021

staff

Create tasting teams and get them up to speed on the campaign

managers

3-15-2021

printing

Give the final art to the printing company for production

Print specialist

3-15-2021

billboard

Give final art to the billboard creators

Media specialist

4-1-2021

In-person

Release the teams for in-person tasting locations

managers

4-1-2021

Media team

Launch media blitz for awareness

Entire team


Risk Factors

Because CBC has been producing Insane Wanderer for several years, I see no risk in this marketing plan.


Attributions

Brewers Association.org

https://www.brewersassociation.org/insights/shifting-demographics-among-craft-drinkers/


Brew Bound.com

https://www.brewbound.com/news/power-hour-nielsen-shares-2019-craft-beer-consumer-insights/


Columbus Brewing Company.com

https://columbusbrewing.com/


614 Magazine Interview with CBC owners

https://614now.com/2020/food-drink/the-interview-issue-columbus-brewing-company-owners-beth-eric-bean


*1- Brand statement from the Columbus Brewing Company website.

 

 

 

 

 

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