Saku

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Title: Saku

Essay Details:

Subject: Miscellaneous

Author: Ruth C

Date: March 5, 2015

Level: University

Grade: A

Length: 5 / 1324

Essay text:

Saku must also decide on taking its products to foreign markets. Situation Analysis Micro Factors: • Saku had registered gains in both market share and profits with its other alcoholic and non-alcoholic beverages such as long drinks, cider and water (See Exhibit 1). Nevertheless Saku’s goal was to be the leader and innovator in the beer market. • The most important competitor Tartu with its flagship brand A Le Coq filled the void between what consumers liked about Saku and what they didn’t. Besides fiercely competing in the local beer market, A Le Coq owned an exclusive agreement to distribute Heineken and offered a wide range of beverages like long drinks, ciders, fruit juices, water, sports drinks and soft drinks...

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