For this export project, we chose a product from the Grenoble region: Mandrin beer.
Mandrin beer is a Limited Liability Company (LLC) that is based in Isère and whose specialty is manufacturing beer - nut, fir and blonde. This young company is growing in this region and exporting could help make it bigger.
We wanted to export Mandrin for two reasons:
• Its flagship product, the beer nut is quite heavy which is best drunk during the cold winter of Canada.
• Canada is a country with Anglo-Saxon culture, which is why we assumed that they consume beer in large quantities as they do in the U.S. or Britain.
However, this remains only speculation. In the following study, we will analyze the macro environment, market size and accessibility of cultural to see if this export would be judicious and profitable.
The Canadian market: analysis of the macro environment
Canada is the second largest country in the world. It occupies an area of nearly 10 million square kilometers (20 times that of France).
It shares a 6,000 kilometer long border with the United States and five freshwater lakes (the Great Lakes). These, combined with the seaway, St. Lawrence, are a means of direct access to the Atlantic and international markets.
According to the 2000 census, Canada had 30,750,087 inhabitants who were spread over ten provinces and three territories (Yukon and Northwest Territories).
Over 80% of Canadians live in Quebec, Ontario, Alberta and British Columbia, 200 kilometers or less from the U.S. border.
Large urban centers have been established in Toronto (4.4 million), Montreal (3.3 million) and Vancouver (1.9 million).Ottawa (1 million), Ontario, is Canada's capital.
Tags: Canada, Mandrin beer, export
[...] Its exports are higher than the national market. This company is investing heavily ( 2.8 million €). ¬ The micro-breweries in Canada include Brick, Lakeport and Wallington. Distribution ¬ Because of its federal political system and its vast territory, Canada has very features that are very similar to that of France. ¬ Its national distribution network is weak. ¬ We must also take into account its proximity to the United States in these distribution channels. But this proximity can also be used to reach the U.S. [...]
[...] Competitors The competitors in this sector will mainly be Canadian brewers. Two large companies dominate and they are followed by micro-breweries: ¬ MOLSON: is the leading brewer in Canada. Its sales figures in 2002 added up to 1.3 billion €. It employed 3,300 employees and has 5 breweries. Its market share is 45%. ¬ LABATT is the second most popular brewery in Canada. It was bought, in 1995, by Interbrew. It employs 3,800 people and has eight breweries. Its market share in 2002 was 43%. [...]
[...] Lawrence, are a means of direct access to the Atlantic and international markets. Population ¬ According to the 2000 census, Canada had 30,750,087 inhabitants who were spread over ten provinces and three territories (Yukon and Northwest Territories). ¬ Over 80% of Canadians live in Quebec, Ontario, Alberta and British Columbia kilometers or less from the U.S. border. ¬ Large urban centers have been established in Toronto ( 4.4 million), Montreal ( 3.3 million) and Vancouver ( 1.9 million).Ottawa million), Ontario, is Canada's capital. [...]
[...] For Mandrin, we will export formats of 375ml and 750ml. Consumers ¬ Today's Canadian consumers are different from before, they are is becoming less loyal to the brand and buy based on the prices. ¬ The consumers also are in search of the exotic or the unusual, today's consumers are willing to experiment. ¬ Their purchases are guided by hedonism. ¬ Canadians are also fond of lounging around and entertaining guests ¬ The typical profile of a Canadian beer drinker is, a man aged between 18 and 34 years, low-education, working full-time and is generally a tenant. [...]
[...] Ontario, British Columbia, Alberta and Quebec have the highest rate of urbanization across Canada. The Atlantic Region is the least urbanized area besides the Northeast. ¬ On the whole, Ontario is an attractive in terms of the supply and demand; it has a relatively low unemployment rate and the highest number of inhabitants in Canada. It has the largest expenditure in the sales sector, especially in clothing ( of household income). Market size Market by volume ¬ Beer is the most popular alcoholic drink that is consumed in Canada (well ahead of the spirits and wine). [...]
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