powerpoint presentation

profilejacktach
exportresearch.edited-1.docx

2

The Mexican Beer Market Intelligence Report

Student's Name

Institution

Course Name

Instructor's Name

Date

The Mexican Beer Market Intelligence Report

Introduction

Beer culture has been increasingly popular in many countries. For decades, beer brewing businesses have been eager to expand into international markets to provide consumers with a variety of tastes. Companies have acquired the habit of associating themselves with a certain culture, sports, art, technology, and music, in addition to the beer product itself. Consuming has evolved into a way of life; this has resulted in the emergence of premium markets with tempting potential.

As a result, there has been fierce competition in the beer brewing industry. Only artisanal brewers can dominate marketplaces and hold a market share for long periods. As a result, a product can be volatile, particularly if there is no taste innovation. Some beers, on the other hand, are identified with specific cultures since they have been around for centuries.

Therefore, market research is necessitated before deciding to invest in foreign markets. The beer markets in Mexico will be the focus of this paper. Product intelligence, competitive intelligence, market intelligence, and customer intelligence are all discussed in the paper.

The Product

Mexico has a popular history of beer consumption. The corn beer had been the famous beer in the Mexican culture until the new beer was introduced by the Spanish colonialists. Since independence, the beer economy has been growing. Today, Mexico is ranked sixth in beer consumption and owns about 5.9% of the global market share (Rivaroli, et al., 2019). In the early 20th century, companies took advantage of the springs produced through defrosting volcanoes to produce beer. Behind beer products, multiple productive sectors are affected along the value chain. These include bars, restaurants, transporters, farmers, and supermarkets, among others. Although Mexico is one of the largest exporters of beer, it also imports various brands of beer that are not produced locally. The sale of beer has been growing at an average rate of 6.7% per year since 2012 (Anderson, et al., 2018). The most popular brand in the country is Corona Extra.

Price and consumer purchasing trends for beer

In 2019, Mexico was ranked the 15th largest global economy and 11th most populous. In 2019, Mexico was ranked the 15th largest global economy and 11th most populous. In 2019, Mexico was ranked the 15th largest global economy and 11th most populous. Beer accounted for the largest market segment of USD 13730 million in 2019 (Santandertrade.com, 2020). The Mexican beer industry generates more than 50,000 direct jobs and other 2.3 million indirect jobs. In 2020, per capita consumption in Mexico was 50.4 liters per year consumed at home settings. This contributed to a revenue of 184 billion Mexican Pesos. According to Statista (2021), per capita consumption at home in the beer market is forecasted to reach 55.4 liters by 2025, which will be about four times the amount consumed outside home settings. This will be about 1.3 liters per person per week. The industry is also ranked number 19 out of 288 documented economic activities in the country. The added value generated by the beer sector (47%) is ranked higher than the added value generated by the manufacturing industry (26.4%). However, there have been a few major players and many small and medium companies that produce beer. There are also fewer varieties of beer available in the Mexican markets. This shortage suggests an existing gap to be filled in the Mexican beer markets.

The competition

The extent of the competition

Over history, beer production in Mexico had been dominated by two companies, are Cerveceria Cuauhtemoc Moctezuma (CCM) and Grupo Modelo. The dominance changed when Heineken acquired major shares from CCM in 2010 while AB InBev acquired Grupo Modelo in 2013. These deals opened up the Mexican beer markets to foreign domestic investors that came to take over the popular brands in the country. These two companies held more than 96% of domestic consumption, leaving only a small percentage of the market share to smaller investors (Oxford Analytica, 2017). However, the smaller enterprises have been gaining more and more share since 2016 following the boom of microbreweries and artisanal beer. The future seems to be bright for the smaller companies because of the rising disposable income coupled with the changing lifestyle inspired by the development of varieties of appealing flavors. There is an opportunity to challenge the existing leaders by trying to create more varieties through the innovation of flavors, colors, taste, quality, packaging, and price.

The SWOT analysis of the main competitors

Strengths

The dominant brands, which are Heineken and AB InBev are already popular in the country and worldwide. They have strong teams, leaders, and capital to pump back into the market to maintain their dominance. They also have various colors, tastes, quantities, and prices that meet the consumers' preferences. Corona beer, which AB InBev manufactures, is one of the best-selling beers in the Northern American markets and the top five brands of beer worldwide. AB InBev has seven production factories in Mexico.

Weaknesses

Although the two brands acquired the traditional brewing companies of Mexico, they have not stayed long enough to assess the markets. Currently, they are still trying to retain their customers and acquire new data about the market characteristics. This is a weakness because their lack of experience in the Mexican markets can motivate new players to challenge their products and market share by introducing more appealing beer. Although the two companies have multiple brands, the diversity of styles is lacking. Most of the Mexicans believe that beer is defined by color, which in the Northern American beer market is either bark beer or light beer. Additionally, these brands are afraid of introducing extra varieties because they want to maintain their brand recognition with a few beer features.

Opportunities

These companies have a huge opportunity to make new varieties because of the enormous financial power over smaller players. They also have an opportunity to operate with economies of scale and offer their product at a lower cost. The two companies can also recruit the most talented employees because almost every employee would want to be employed by popular brands.

Threats

The biggest threat is the potential change of legal business policies. Some local companies in Mexico are also attempting to use a lawsuit to challenge the government against exclusivity. The imminent case, which the Mexican antitrust authorities believe is one of the biggest cases ever handled, coincides with an administration looking to open up the economic sectors by giving opportunities and protecting the SMEs. If they succeed, the markets will open up and adopt a new trend of genuine competition. The ruling will reduce the market share of the two dominant companies and create new opportunities from the smaller and medium players.

The market intelligence report

Demographics of the market

Mexico is a sizeable market, ranked as the 11th largest country worldwide. It has 128 million, which corresponds to the combined population of Australia, Spain, and Colombia (Vargas-Hernández, et al, 2019). Mexico is dominated by the customary upper class, educated youths, and millions of tourists from around the globe. About ten percent of Mexicans are considered wealthy, while about forty-six percent are considered middle class. Poverty levels have also been reducing in the recent decade. The median age in Mexico is 28, making it one of the most promising economies because of the high potential carried by its youthful population. The lifestyle of the youths makes it a promising market for beer. Mexico has generally portrayed a stable economic expansion since the 1990s despite weakening in 2020 because of the global recessing linked to the COVID-19 pandemic. It's USD 1.4 trillion economy makes it the second-largest economy in Latin America and the 15th largest worldwide. It is an upper-middle-income country with a per capita GDP of USD 15300.

Geopolitical stability

The relationship between Mexico and Canada has been fairly productive for decades. It had remained politically stable since 2018 when presidential candidate Manuel Lopez won with the most significant margin recorded over decades. His political portfolio emphasizes a fight against corruption, drug cartels, and violence. Despite the deepening relationship with the United States during Donald Trump's presidency, Mexico resorted to negotiation with Canada and the US to strengthen trade between the three countries through NAFTA. Under NAFTA, trade restrictions between the three countries are not strict, excluding illegal drug trafficking and other illegal business.

Conclusion

This report discussed the product intelligence, competitive intelligence, market intelligence, and customer intelligence of the Mexican beer markets. The gathered data illustrates that Mexico is a promising market for foreign domestic investment from Canada. The most promising information is that the current administration is looking to change regulatory and legal requirements to reduce the market dominance by a few larger companies at the expense of smaller companies. There is also a huge gap for more varieties of beer to increase the options among the Mexican customers.

Recommendations

Based on this report, the Mexican market can be considered the first option for foreign domestic investment. For successful investment, the investor must innovate a product that introduces new tastes, color, price, quality, quantity, and flavor in the Mexican markets. The new product characteristics should be unique from what is available in the market while maintaining the cultural features preferred by the Mexicans. Since the median population is youthful (28 years), the marketing strategies should apply marketing campaigns that attract youths. For example, most youths in Mexico are on social media, and therefore the best channels to make sales is through online media. Since more people prefer taking the beer from home, delivery options should also be provided. For the youths, time-saving services are essential.

References

Anderson, K., Meloni, G., & Swinnen, J. (2018). Global alcohol markets: Evolving consumption patterns, regulations, and industrial organizations. Annual Review of Resource Economics, 10, 105-132.

Oxford Analytica. (2017). Beer duopoly to dominate the Mexican alcohol market. Emerald Expert Briefings, (oxan-db).

Rivaroli, S., Lindenmeier, J., & Spadoni, R. (2019). Attitudes and motivations toward craft beer consumption: an explanatory study in two different countries. Journal of Food Products Marketing, 25(3), 276-294.

Santandertrade.com. (2020). Mexico: Reaching the Consumer. https://santandertrade.com/en/portal/analyse-markets/mexico/reaching-the-consumers.

Vargas-Hernández, J. G., & Jiménez-Solís, C. A. (2019). Analysis based on the industry of Grupo Modelo the giant beer company. Emprendimiento y negocios internacionales.