BUSINESS MARKETING

MMK368

BUSINESS MARKETING

ASSIGNMENT 1A- MARKET ANALYSIS

Mexico

ALCOHOLIC DRINKS

TABLE OF CONTENTS

Contents

TOC o "1-3" h z u LIST OF TABLES PAGEREF _Toc143033693 h 3Data Table for Product category and sub-category market size in tons/ 000 Liters (10 Years data) PAGEREF _Toc143033694 h 3APMC Profit Table (base year plus 5 projected years) PAGEREF _Toc143033695 h 5Table for 20/80 analysis PAGEREF _Toc143033696 h 6Table for cost serve customers PAGEREF _Toc143033697 h 6LIST OF FIGURES PAGEREF _Toc143033698 h 7Total Product Market Pie Chart (current base year) PAGEREF _Toc143033699 h 7Alcoholic drinks total product market Graph (10 years) PAGEREF _Toc143033700 h 7Segment trends in tons/ 000 Litres (10 years) PAGEREF _Toc143033701 h 9APMC Profit Trends Graph (base year plus 5 projected years) PAGEREF _Toc143033702 h 10List of Appendices PAGEREF _Toc143033703 h 12Company profit / market share by product segment ( from your company pivot tables) PAGEREF _Toc143033704 h 12Companies buying for multiple product categories PAGEREF _Toc143033705 h 16APMC Potential customer profit by product segment PAGEREF _Toc143033706 h 17List of the four groups of customers based on low and high profit and low and high cost to serve PAGEREF _Toc143033707 h 20

LIST OF TABLES

Data Table for Product category and sub-category market size in tons/ 000 Liters (10 Years data)

APMC Profit Table (base year plus 5 projected years)Product Segment 2022 2023 2024 2025 2026 2027

Beer $ 23,308,895.52

24,422,204.64 $ 25,452,480.00 $ 26,438,966.40 $ 27,376,177.68 $ 28,228,458.96

Cider/Perry $ 9,955.20 $ 10,048.32 $ 10,167.84 $ 10,310.64 $ 10,477.92 $ 10,656.48

RTDs $ 438,511.44 $ 462,117.84 $ 484,764.96 $ 507,687.12 $ 530,336.64 $ 554,056.80

Spirits $ 616,151.76 $ 642,265.92 $ 669,340.80 $ 696,645.60 $ 723,100.56 $ 748,363.92

Wine $ 311,554.32 $ 335,677.68 $ 357,496.56 $ 376,954.32 $ 394,795.68 $ 411,852.96

Total $ 24,685,068.24 $ 25,872,314.40 $ 26,974,250.16 $ 28,030,564.08 $ 29,034,888.48 $ 29,953,389.12

Table for 20/80 analysisTotal APMC Profit $ 24,689,920.80

Number of customers 53 Customers

20% of total customers 10 customers

Cumulative amount of profit from the top 20% of customers $ 23,124,815.36

Percent this cumulative revenue is of the total profit 94 %

Table for cost serve customers-783771478971High profit

00High profit

-7837712296886Low profit

00Low profit

Bepensa SA de CV

Brown-Forman Corp

Others (31 companies) Profit 24685.6 each company

Heineken NV

Anheuser-Busch InBev NV

Suntory Holdings Ltd

E&J Gallo Winery Inc

Cia Braga SA de CV

La Madrilea SA de CV

Diageo Plc

Becle SAB de CV

Miguel Torres SA

Vincola LA Cetto SA de CV

Tequila Supremo SA de CV

Tequila Centinela SA de CV

Bodega Las Copas SL

Via Concha y Toro SA

Productos de Uva SA de CV

Pernod Ricard Groupe

Molson Coors Brewing Co

Bacardi & Co Ltd

Valle Redondo SA de CV

301534367945High cost-to-serve

00High cost-to-serve

067945Low cost-to-serve

0Low cost-to-serve

LIST OF FIGURES

Total Product Market Pie Chart (current base year)

Alcoholic drinks total product market Graph (10 years)

Segment trends in tons/ 000 Litres (10 years)

APMC Profit Trends Graph (base year plus 5 projected years)

List of AppendicesCompany profit / market share by product segment ( from your company pivot tables)Row Labels Company profit

Customer share of market

Anheuser-Busch InBev NV 3062861.26 19.61

Beer 3062861.26 19.61

Brown-Forman Corp 2328598.25 14.91

RTDs 2144857.00 13.73

Spirits 183741.25 1.18

Heineken NV 2095893.26 13.42

Beer 2095757.66 13.41

Cider/Perry 135.60 0.00

others 1703718.50 10.91

Cider/Perry 1041.60 0.01

RTDs 721267.25 4.62

Spirits 798948.15 5.11

Wine 182461.50 1.17

Bepensa SA de CV 1025351.25 6.56

RTDs 1025351.25 6.56

Becle SAB de CV 703152.45 4.50

Spirits 703152.45 4.50

Diageo Plc 696543.93 4.46

Spirits 696543.93 4.46

E&J Gallo Winery Inc 511060.65 3.27

RTDs 508200.00 3.25

Wine 2860.65 0.02

Cia Braga SA de CV 412462.05 2.64

Spirits 412462.05 2.64

Suntory Holdings Ltd 332998.05 2.13

Spirits 332998.05 2.13

Productos de Uva SA de CV 331611.50 2.12

RTDs 331611.50 2.12

Bacardi & Co Ltd 270956.33 1.73

Spirits 268635.68 1.72

Wine 2320.65 0.01

Pernod Ricard Groupe 251424.48 1.61

Spirits 247179.63 1.58

Wine 4244.85 0.03

Tequila Centinela SA de CV 206061.63 1.32

Spirits 206061.63 1.32

Tequila Supremo SA de CV 202290.55 1.29

Spirits 202290.55 1.29

La Madrilea SA de CV 177211.23 1.13

Spirits 88944.63 0.57

Wine 88266.60 0.56

Baraima SA de CV 173431.50 1.11

RTDs 173431.50 1.11

Bodega Las Copas SL 172180.90 1.10

RTDs 36481.50 0.23

Spirits 121775.50 0.78

Wine 13923.90 0.09

Corporacin Licorera del Sur SA de CV 146328.88 0.94

Spirits 146328.88 0.94

Valle Redondo SA de CV 138150.07 0.88

Cider/Perry 5482.32 0.04

RTDs 83413.00 0.53

Wine 49254.75 0.32

Miguel Torres SA 114289.08 0.73

Spirits 110531.58 0.71

Wine 3757.50 0.02

Casa Tres Torres SA de CV 80178.18 0.51

Spirits 80178.18 0.51

other 78329.27 0.50

Beer 78329.27 0.50

Tequilas del Seor SA de CV 53155.03 0.34

Spirits 53155.03 0.34

Via Concha y Toro SA 49133.70 0.31

Wine 49133.70 0.31

Campari Milano SpA, Davide 48658.80 0.31

Spirits 47967.15 0.31

Wine 691.65 0.00

Vincola LA Cetto SA de CV 45768.15 0.29

Wine 45768.15 0.29

Tequila Orendain de Jalisco SA de CV 39431.70 0.25

Spirits 39431.70 0.25

La Martiniquaise SVS 35387.28 0.23

Spirits 35387.28 0.23

Cantine Riunite & CIV SC Agr 32433.30 0.21

Wine 32433.30 0.21

Oetker-Gruppe 27370.80 0.18

Wine 27370.80 0.18

Matusalem & Co 23327.15 0.15

Spirits 23327.15 0.15

Productora de Agaves del Bajo SA de CV 21519.58 0.14

Spirits 21519.58 0.14

Oro de Oaxaca SA de CV 19174.93 0.12

Spirits 19174.93 0.12

Montesacro Impo & Expo SA de CV 16907.28 0.11

Spirits 16907.28 0.11

Nacional Vincola SA de CV 16572.33 0.11

Spirits 16572.33 0.11

Rompope Coronado SA de CV 16387.53 0.10

Spirits 16387.53 0.10

Grupo Peaflor SA 15741.45 0.10

Wine 15741.45 0.10

Destiladora Ibarra SA de CV 10194.80 0.07

Spirits 10194.80 0.07

Unin Vitivincola Viedos de Cenicero SA 9128.25 0.06

Wine 9128.25 0.06

Diego Zamora SA 8221.68 0.05

Spirits 8221.68 0.05

Casa Madero SA 8076.60 0.05

Wine 8076.60 0.05

William Grant & Sons Ltd 8040.73 0.05

Spirits 8040.73 0.05

Pando, Grupo SA de CV 7656.30 0.05

Wine 7656.30 0.05

Mast-Jgermeister SE 7601.83 0.05

Spirits 7601.83 0.05

Molson Coors Brewing Co 7553.30 0.05

Beer 7553.30 0.05

Destilera Serralls Inc 6550.78 0.04

Spirits 6550.78 0.04

Ca Cerveceras Unidas SA 6099.75 0.04

Wine 6099.75 0.04

Via Santa Carolina SA 5594.85 0.04

Wine 5594.85 0.04

LVMH Mot Hennessy Louis Vuitton SA 4969.35 0.03

Wine 4969.35 0.03

Henkell & Co Sektkellerei KG 4824.45 0.03

Wine 4824.45 0.03

Productora de Licores y Jarabes de Yucatan SA de CV 4808.65 0.03

Spirits 4808.65 0.03

Ca Licorera de Nicaragua SA 4152.23 0.03

Spirits 4152.23 0.03

Federico Paternina SA 4038.30 0.03

Wine 4038.30 0.03

Vinos de los Herederos del Marqus de Riscal SA 3365.10 0.02

Wine 3365.10 0.02

Monte Xanic SA de CV 3365.10 0.02

Wine 3365.10 0.02

Edrington Group 2875.95 0.02

Spirits 2875.95 0.02

Marinter SA de CV 2776.50 0.02

Wine 2776.50 0.02

Donelli Vini SpA 2645.10 0.02

Wine 2645.10 0.02

Carlyle Group, The 2007.45 0.01

Wine 2007.45 0.01

Via Santa Rita SA 1388.25 0.01

Wine 1388.25 0.01

Bodegas Copa de Oro SA de CV 1139.28 0.01

Cider/Perry 1139.28 0.01

S Martinelli & Co 1094.88 0.01

Cider/Perry 1094.88 0.01

Sidra Angelon SL 601.44 0.00

Cider/Perry 601.44 0.00

Deolarte SA de CV 460.08 0.00

Cider/Perry 460.08 0.00

Grand Total 15805283.14 101.17

Companies buying for multiple product categoriesBrown-Forman Corp 2328598.25 14.91

RTDs 2144857.00 13.73

Spirits 183741.25 1.18

Heineken NV 2095893.26 13.42

Beer 2095757.66 13.41

Cider/Perry 135.60 0.00

E&J Gallo Winery Inc 511060.65 3.27

RTDs 508200.00 3.25

Wine 2860.65 0.02

Bacardi & Co Ltd 270956.33 1.73

Spirits 268635.68 1.72

Wine 2320.65 0.01

Pernod Ricard Groupe 251424.48 1.61

Spirits 247179.63 1.58

Wine 4244.85 0.03

La Madrilea SA de CV 177211.23 1.13

Spirits 88944.63 0.57

Wine 88266.60 0.56

Bodega Las Copas SL 172180.90 1.10

RTDs 36481.50 0.23

Spirits 121775.50 0.78

Wine 13923.90 0.09

Valle Redondo SA de CV 138150.07 0.88

Cider/Perry 5482.32 0.04

RTDs 83413.00 0.53

Wine 49254.75 0.32

Miguel Torres SA 114289.08 0.73

Spirits 110531.58 0.71

Wine 3757.50 0.02

APMC Potential customer profit by product segmentCategory Company Name Tons Profit Customer share of market %

Beer Anheuser-Busch InBev NV $ 5,671,965.30 $ 3,062,861.26 19.61

Beer Heineken NV $ 3,881,032.70 $ 2,095,757.66 13.41

Beer Molson Coors Brewing Co $ 13,987.60 $ 7,553.30 0.05

Beer other $ 145,054.20 $ 78,329.27 0.50

Cider/Perry Valle Redondo SA de CV $ 2,284.30 $ 5,482.32 0.04

Cider/Perry Bodegas Copa de Oro SA de CV $ 474.70 $ 1,139.28 0.01

Cider/Perry S Martinelli & Co $ 456.20 $ 1,094.88 0.01

Cider/Perry Sidra Angelon SL $ 250.60 $ 601.44 0.00

Cider/Perry Deolarte SA de CV $ 191.70 $ 460.08 0.00

Cider/Perry Heineken NV $ 56.50 $ 135.60 0.00

Cider/Perry others $ 434.00 $ 1,041.60 0.01

RTDs Brown-Forman Corp $ 77,994.80 $ 2,144,857.00 13.73

RTDs Bepensa SA de CV $ 37,285.50 $ 1,025,351.25 6.56

RTDs E&J Gallo Winery Inc $ 18,480.00 $ 508,200.00 3.25

RTDs Productos de Uva SA de CV $ 12,058.60 $ 331,611.50 2.12

RTDs Baraima SA de CV $ 6,306.60 $ 173,431.50 1.11

RTDs Valle Redondo SA de CV $ 3,033.20 $ 83,413.00 0.53

RTDs Bodega Las Copas SL $ 1,326.60 $ 36,481.50 0.23

RTDs others $ 26,227.90 $ 721,267.25 4.62

Spirits Becle SAB de CV $ 36,527.40 $ 703,152.45 4.50

Spirits Diageo Plc $ 36,184.10 $ 696,543.93 4.46

Spirits Cia Braga SA de CV $ 21,426.60 $ 412,462.05 2.64

Spirits Suntory Holdings Ltd $ 17,298.60 $ 332,998.05 2.13

Spirits Bacardi & Co Ltd $ 13,955.10 $ 268,635.68 1.72

Spirits Pernod Ricard Groupe $ 12,840.50 $ 247,179.63 1.58

Spirits Tequila Centinela SA de CV $ 10,704.50 $ 206,061.63 1.32

Spirits Tequila Supremo SA de CV $ 10,508.60 $ 202,290.55 1.29

Spirits Brown-Forman Corp $ 9,545.00 $ 183,741.25 1.18

Spirits Corporacin Licorera del Sur SA de CV $ 7,601.50 $ 146,328.88 0.94

Spirits Bodega Las Copas SL $ 6,326.00 $ 121,775.50 0.78

Spirits Miguel Torres SA $ 5,741.90 $ 110,531.58 0.71

Spirits La Madrilea SA de CV $ 4,620.50 $ 88,944.63 0.57

Spirits Casa Tres Torres SA de CV $ 4,165.10 $ 80,178.18 0.51

Spirits Tequilas del Seor SA de CV $ 2,761.30 $ 53,155.03 0.34

Spirits Campari Milano SpA, Davide $ 2,491.80 $ 47,967.15 0.31

Spirits Tequila Orendain de Jalisco SA de CV $ 2,048.40 $ 39,431.70 0.25

Spirits La Martiniquaise SVS $ 1,838.30 $ 35,387.28 0.23

Spirits Matusalem & Co $ 1,211.80 $ 23,327.15 0.15

Spirits Productora de Agaves del Bajo SA de CV $ 1,117.90 $ 21,519.58 0.14

Spirits Oro de Oaxaca SA de CV $ 996.10 $ 19,174.93 0.12

Spirits Montesacro Impo & Expo SA de CV $ 878.30 $ 16,907.28 0.11

Spirits Nacional Vincola SA de CV $ 860.90 $ 16,572.33 0.11

Spirits Rompope Coronado SA de CV $ 851.30 $ 16,387.53 0.10

Spirits Destiladora Ibarra SA de CV $ 529.60 $ 10,194.80 0.07

Spirits Diego Zamora SA $ 427.10 $ 8,221.68 0.05

Spirits William Grant & Sons Ltd $ 417.70 $ 8,040.73 0.05

Spirits Mast-Jgermeister SE $ 394.90 $ 7,601.83 0.05

Spirits Destilera Serralls Inc $ 340.30 $ 6,550.78 0.04

Spirits Productora de Licores y Jarabes de Yucatan SA de CV $ 249.80 $ 4,808.65 0.03

Spirits Ca Licorera de Nicaragua SA $ 215.70 $ 4,152.23 0.03

Spirits Edrington Group $ 149.40 $ 2,875.95 0.02

Spirits Others $ 41,503.80 $ 798,948.15 5.11

Wine La Madrilea SA de CV $ 19,614.80 $ 88,266.60 0.56

Wine Valle Redondo SA de CV $ 10,945.50 $ 49,254.75 0.32

Wine Via Concha y Toro SA $ 10,918.60 $ 49,133.70 0.31

Wine Vincola LA Cetto SA de CV $ 10,170.70 $ 45,768.15 0.29

Wine Cantine Riunite & CIV SC Agr $ 7,207.40 $ 32,433.30 0.21

Wine Oetker-Gruppe $ 6,082.40 $ 27,370.80 0.18

Wine Grupo Peaflor SA $ 3,498.10 $ 15,741.45 0.10

Wine Bodega Las Copas SL $ 3,094.20 $ 13,923.90 0.09

Wine Unin Vitivincola Viedos de Cenicero SA $ 2,028.50 $ 9,128.25 0.06

Wine Casa Madero SA $ 1,794.80 $ 8,076.60 0.05

Wine Pando, Grupo SA de CV $ 1,701.40 $ 7,656.30 0.05

Wine Ca Cerveceras Unidas SA $ 1,355.50 $ 6,099.75 0.04

Wine Via Santa Carolina SA $ 1,243.30 $ 5,594.85 0.04

Wine LVMH Mot Hennessy Louis Vuitton SA $ 1,104.30 $ 4,969.35 0.03

Wine Henkell & Co Sektkellerei KG $ 1,072.10 $ 4,824.45 0.03

Wine Pernod Ricard Groupe $ 943.30 $ 4,244.85 0.03

Wine Federico Paternina SA $ 897.40 $ 4,038.30 0.03

Wine Miguel Torres SA $ 835.00 $ 3,757.50 0.02

Wine Vinos de los Herederos del Marqus de Riscal SA $ 747.80 $ 3,365.10 0.02

Wine Monte Xanic SA de CV $ 747.80 $ 3,365.10 0.02

Wine E&J Gallo Winery Inc $ 635.70 $ 2,860.65 0.02

Wine Marinter SA de CV $ 617.00 $ 2,776.50 0.02

Wine Donelli Vini SpA $ 587.80 $ 2,645.10 0.02

Wine Bacardi & Co Ltd $ 515.70 $ 2,320.65 0.01

Wine Carlyle Group, The $ 446.10 $ 2,007.45 0.01

Wine Via Santa Rita SA $ 308.50 $ 1,388.25 0.01

Wine Campari Milano SpA, Davide $ 153.70 $ 691.65 0.00

Wine Others $ 40,547.00 $ 182,461.50 1.17

$ 15,622,821.64 100.00

List of the four groups of customers based on low and high profit and low and high cost to serveCompany Name Customer Share % High/Low Profit Cost to Serve

Miguel Torres SA 0.1 LP LCS

Vincola LA Cetto SA de CV 0.1 LP LCS

Tequila Supremo SA de CV 0.1 LP LCS

Tequila Centinela SA de CV 0.1 LP LCS

Bodega Las Copas SL 0.1 LP LCS

Via Concha y Toro SA 0.1 LP HCS

Productos de Uva SA de CV 0.1 LP HCS

Pernod Ricard Groupe 0.1 LP HCS

Molson Coors Brewing Co 0.1 LP HCS

Bacardi & Co Ltd 0.1 LP HCS

Valle Redondo SA de CV 0.2 LP HCS

Suntory Holdings Ltd 0.2 HP HCS

E&J Gallo Winery Inc 0.2 HP HCS

Cia Braga SA de CV 0.2 HP HCS

La Madrilea SA de CV 0.2 HP HCS

Diageo Plc 0.4 HP HCS

Becle SAB de CV 0.4 HP HCS

Bepensa SA de CV 0.4 HP LCS

Brown-Forman Corp 0.9 HP LCS

Others (31 companies) Profit 24685.6 each company 3.1 HP LCS

Heineken NV 37.7 HP LCS

Anheuser-Busch InBev NV 55.1 HP LCS