Carib Brewery Limited – Financial Forecasting
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1.0 Introduction Angostura Holdings Limited also known as the House of Angostura, is located off the eastern main road in Laventille, Trinidad. First established in 1824 by a German doctor by the name of Johann Gottlieb Benjamin Siegert (Angostura, 2014), Angostura, is known throughout the Caribbean as the number one company for not only its wide assortment of reasonably priced rum and bitters, for example White Oak, Black Label, Blu Vodka and most importantly, its signature, world famous Aromatic Bitters. Furthermore, on the basis of my topic on Angostura, I was able to learn quite a lot from do research for my mid-term. It can be stated that although angostura is a giant in the alcoholic industry, it does faces a lot of complications which can be seen in the company’s SPICC and PESTLE table (see appendix, page). However through close analysis of the business data and researching conducted in the mid-term, it can be said that Angostura will always come out on top don’t matter the complication or competition because of not only their innovative marketing and distribution strategies but because of their ability to compromise and plan out their strategies.2.0 SWOT and Competitor Analysis.The House of Angostura, just like any other company in the world, has many competitors. Two of those major competitors consist of Carib Brewery limited and 10 Cane Rum.2.1 Carib Brewery Limited Overview Carib Brewery Limited, as stated by (Caribbrewery, 2014), is a brewery that is located off the eastern main road Champs Fleures in Trinidad and Tobago and was first founded by a Mr. Walter in 1947. Known throughout the region and the world for its wide range of drinks, ranging from its trademark drink the Carib Lager Beer and Stag to foreign brands like Guinness and Heineken, it has indeed become one of the region’s biggest powerhouses in the drinks sector thanks not only to its drive to be the best in the industry, but in a way because of its close partnerships with other international Companies such as Carlsberg and Heineken to name a few that has really made it stand out from the rest. 2.2 Carib Brewery Limited Marketing Mix Carib Brewery Limited as stated by (Caribbrewery, 2014) consists of a wide assortment of alcoholic beverages, ranging from Shandy Carib, Stag and Royal Extra Stout to name a few. They even bottle and distribute foreign beers such as Smirnoff and Heineken. However the main product of Carib is the Carib lager beer which is known throughout the region as being one of their most authentic, original and unique beers. The product is very suitable for the consumers of today’s society and is easily available to the target market. It can be bought at the various Bars, Restaurants, Shops and Grocery stores located throughout the country. Carib Lager Beer is promoted by various advertisements on social networks, the television, radio and newspapers to name a few. To make the product a bit more inexpensive to the consumers, the price range for the product ranges from $8-$10.The target persons of the product, are adults. Lastly, the process of the product depends on the ability of the product to reach the demand of the consumers.
2.3 Carib Brewery Limited SWOT Analysis Table 1: the table below illustrates Carib Brewery’s Limited SWOT Analysis.SWOTDescriptionsStrengthsCarib products are known as being authentic, original unique.Products are of the highest qualityUnique variety of beersStrong cooperate cultureWeaknessesHigh Brewery The product is not produced in foreign companies therefore not much profit is put into the company.OpportunitiesThere are high market growths.The business can go into further expansion The business can increase in competiveness and market share.ThreatsThere are a lot of strong competitors in the industry.The health trends may be affected.New and traditional beers can be pushed out into the market.Source: www.caribbrewery.com, www.Newsday.co.tt, obtained through the use of an interview.2.4 10 Cane Rum Overview10 Cane Rum as stated by (10cane, 2014), is a premium Trinidadian light rum brand that is derived from first press sugar cane juice that is owned by Moët Hennessy the worlds premier luxury spirits producer and was first introduced into the market in 2005.So far throughout 10 Canes tenure it has fared relatively well at international spirit ratings competitions, winning various awards from them and has become one of the most sort after rum in the market.2.5 10 Cane Rum Marketing MixThe product of 10 cane rum as stated by (10cane, 2014), is Rum. This tends to be the light rum brand owned by Moët Hennessy and is very suitable for the consumers in today’s society. It is also suitable for the least heavy drinkers. The product is available throughout Trinidad. The 10 cane rum is sold at Bars, Restaurants and casinos. The 10 cane rum is promoted by Advertisements on social networks, Media and non-media also public relations and lastly sales promotion. The product is known to be more expensive than usual products. The price range for this rum, varies from that of $130-$160.The target market for the product are the local people because of its unique, Caribbean flavour and it is a product suitable for moderate drinkers. The physical evidence deals with Packaging, paperwork in the business for the product, brochures. Lastly, the process aspect of this products deals with how the products is designed for the customers.