Business Case:

Terry Petch is launching a new brand of Beer called The Sour Seed into the Ontario market. It is a crowded field in the craft beer category, but it is made with Crabapples and there is no other product that has this tart (sour) but sweeter taste profile in the market. He is launching this in a 473ml size can in this market segment ranges from $2.25 to $3.50.

He has just hired you as the new brand manager and he wants your help in answering the following questions.

Market Environment Analysis In building a business plan, you tell Terry that you need to do an environment market assessment.

Q) Why is doing this assessment important?

Q) Based on his business and what is going coming out of COVID, what 3 micro trends would you assess. and give two points for each factor on why it is important for his business?