Assume that a small boutique brewery has hired your marketing company to help them with their target marketing. They are pretty unsophisticated about marketing - you will need to explain some things to them and provide ideas for their future. In the past, the brewery has simply produced a single beer brand to the entire market - a mass-marketing strategy. As you begin work, you come to believe that the firm could be more successful if it developed a target marketing strategy.

make report for the brewery, and address the following:

Basic reasons for doing targeting marketing in the first place.

The specific advantages of a target marketing strategy for the brewery.

Identify the market you are competing in and what market you should be segmenting. (Hint: Should you be segmenting the entire beer market in Canada? Think about the nature of the product and the competition before you answer that question.)

Provide an initial "short list" of possible target markets.

Select two potential target markets from the short list and develop segment profiles.

Decide on a market coverage strategy and explain why. (Hint: Depending on how closely matched the two target market profiles are will dictate the direction of the coverage strategy.)

Develop a positioning strategy statement that will clearly differentiate the firm's brand from its competitors. (Hint: Your positioning strategy should reflect the target markets' needs and how you will meet those needs.)

Explain how you came to choose the positioning strategy statement