Marketing Plan for James Squire's Customized Beer

Name of the company: James squire
Name of the product: Customized beer
Introduction
The company James squire, which is popular in Australian market for making beer with
the barley hops, is going to introduce customized beer in the market. In the alcoholic beverage,
beer is being considered as the popular liquor. Analyzing the current growth in Australian
alcohol industry, it can be said that the liquor industry is growth near about 3% in every year.
However, it cannot be denied that rating on drinking alcohol in Australia is very less. Premium
drinks are the major key drivers in Australian liquor industry. It cannot be denied that beer is the
widely customer drink from the liquor category in the globe. The purpose of this study is to
develop a marketing plan of customized beer so grabbing the attention of large number of
customers. In this study, the marketing plan of James squire will be discussed that will indicate
the future growth of customized beer in the liquor industry.
Executive summary
Environment analysis
In order to do the environmental analysis of the product in liquor industry, SWOT and
PESTLE analysis have been done. In the below analysis, the future possibilities of the company
in case of developing the customized beer plan has been discussed.
SWOT analysis
Strength: It cannot be denied that the company has already established its strong brand image in
the market, which can be beneficial for getting the positive customer response regarding this

product. With the diversified products, the company has developed its large customer base that
can help to gain the product popularity.
Weakness: Although in the 21st century people have become advanced and aware of the liquor
industry, but it cannot be denied that there are large number of people who still not aware of beer
products. James squire provides expensive products, which is not possible to abele for all. Strict
regulations and license issue in the liquor industry as well as limited target customers are the
main weakness.
Opportunities: The biggest opportunity of the company is it has partnership with Australian
environmental organization. Due to its popularity in the online market, it will be easier to aware
people regarding the product. Analyzing the growth opportunities in liquor industry, it has been
identified that tourism industry has started contributing in the industry.
Threats: The biggest threat for the product is global economic downturns. Increasing
competitors and availability of substitute products in the market, it will be tough for the company
to develop effective plan.
PESTLE analysis
Situation Analysis
Political Australia is a politically peaceful country. With the stable
political situation, it will be easier to develop customized beer in
the market.
Economic With the increasing GDP rate in Australia, the liquor industry is
growing 3% in every year. Analyzing the current market growth
it can be assumed that the product will be appreciated by the

customers.
Social It is true that Australian people are not fond of alcoholic products.
In this situation, it will be tough for convincing their purchasing
decision.
Technological After the globalization, with increasing technological
opportunities in the market, technological advancement has been
introduced in the liquor industry. Therefore, It can be assumed
that in this situation customized beer concept will be appreciated
by the consumers.
Legal National Council on Alcoholism and Drug Dependence has
introduced various rules and regulations in the liquor industry. In
this situation, it can be said that the legal situation is not in
favorable condition for customized beer marketing.
(Source: created by author)
Value selection positioning