Look! Sr. Coral, I want to help you but …
The beer company ‘Coral’ wants to aquire more customers and boost sales by producing over a million litres in 2008 of a new beer called ‘Coral Classica’. This new beer is “more sophisticated” and more expensive than its current range, in that it uses a malt used in the manufacture of whiskeys, and its a slightly stronger brew than the normal Coral. It has taken 15 months to get to the launch stage.
Over the last year, Coral produced around 20 million litres + soft drinks and sales of imported products, turning over in the order of 55 million Euros.
Some questions :
1. How can it take an existing brewer 15 months to produce a new beer? I can buy a home brew kit and get a good pint within 4 weeks.
2. How can a beer be sophisticated … it’s beer for pete’s sake!
3. If Coral wants to produce and sell over 1 million litres of this beer in 2008, you have to ask how a virtual monopoly business is going to increase its beers sales on an island with a static population, and with roughly the same number of tourists arriving each year. Coral want us to drink more beer!
OK, I am fully supportive of the objective to increase Coral’s beer sales, and am willing to do my best to help, but not by drinking more expensive ‘sophisticated’ beers.
