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Light Beer Decision (Spanish version)

Boston Beer's current light-beer offering, Boston Lightship, has not been successful, and a student team is charged with investigating the problem and recommending a strategy. Highlights issues around branding, target customer selection, and cannibalization, and introduces the ZMET. Includes color exhibits.

Collection: HBSP (USA)
Ref: HBS-805S04
Format: PDF
Number of pages: 40
Publication Date: Oct 5, 1998
Language: Spanish
Review date: Nov 20, 2001

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Description

Boston Beer's current light-beer offering, Boston Lightship, has not been successful, and a student team is charged with investigating the problem and recommending a strategy. Highlights issues around branding, target customer selection, and cannibalization, and introduces the ZMET. Includes color exhibits.
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Year: 1998
Geographic Setting: Massachusetts
Industry Setting: Food; Beverages

Light Beer Decision (Spanish version)

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" Light Beer Decision (Spanish version)"