Spezial Bräu Bamberg is one of about 530 German medium-sized breweries. The first documentary evidence of this brewery goes back to 1536. Since 1898 it has been privately owned by the Merz family. It is assumed that the name “Spezial” has its roots in the German word “Spezeln”, which means “pals” or “buddies”. A specialty of this small brewery is the so called smoke beer for which Bamberg is famous and which has been produced here for over 465 years according to the same procedure. The required smoke malt is produced with a centuries-old manufacturing process by the brewery. Hereby, the malt is dried over a beechwood fire where it gets its special aroma; a mild, fine, smoky taste. The company offers the following types of beer: Lagerbier (a mild smoke beer with 4.7% vol.) Märzenbier (a mild smoke beer, only available in March with 5.9% vol.) Spezialbräu-Weißbier (a crisp wheat beer with 5.3% vol.) Ungespundetes (a dry hopped beer, naturally cloudy) Bockbier (a strong smoke beer, only available from November until Christmas with about 8% vol.)
The annual production output spans 6,000 hl and includes all the different types of beer mentioned above, whereas the lager is the one with the highest sales volume.
Inhaltsverzeichnis (Table of Contents)
- 1. Conceptual Formulation
- 1.1 About Spezial Bräu Bamberg
- 1.2 Reasons for the Export of Spezial Smoke Lager Beer to the U.S.
- 2. Tariff and Non-Tariff Barriers
- 2.1 Tariff barriers for the Export to the United States
- 2.2 U.S. American non-tariff Barriers
- 2.2.1 U.S. Customs
- 2.2.2 New Safety Arrangements since 9/11
- 2.2.3 Labeling
- 2.2.4 Other Authorities to be contacted
- 2.2.5 Distribution of Alcoholic Beverages
- 2.2.6 Competitors
- 2.2.7 Liability Risk
- 3. Cultural Obstacles with Regard to German-American Business Relations
- 3.1 Social Behavior
- 3.2 Business Behavior
- 4. Marketing Strategy
- 4.1 Product Policy
- 4.1.1 Branding
- 4.1.2 Packaging
- 4.2 Distribution Concept
- 4.3 Pricing Policy
- 4.4 Promotion
- 4.1 Product Policy
- 5. Future Prospects
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study examines the export intentions of Spezial Bräu Bamberg, a medium-sized German brewery, focusing on the feasibility of exporting its smoke beer, specifically the Lagerbier, to the United States. The study aims to assess the market potential, identify and analyze potential barriers to entry, and propose a preliminary marketing strategy.
- Market analysis of smoke beer in the U.S.
- Evaluation of tariff and non-tariff barriers to entry into the U.S. market.
- Assessment of cultural differences impacting German-American business relations.
- Development of a potential marketing strategy for the U.S. market.
- Exploration of the overall feasibility of export for Spezial Bräu Bamberg.
Zusammenfassung der Kapitel (Chapter Summaries)
1. Conceptual Formulation: This chapter introduces Spezial Bräu Bamberg, a medium-sized brewery with a long history, highlighting its unique smoke beer, the Lagerbier, as its flagship product. It then lays out the rationale for exporting this beer to the U.S., focusing on the identified market demand and the positive perception of German beer in the American market. The chapter establishes the context and motivations behind the study, emphasizing the brewery's limited domestic reach and the potential for significant growth in the U.S.
2. Tariff and Non-Tariff Barriers: This chapter delves into the legal and economic obstacles Spezial Bräu Bamberg might face in exporting to the U.S. It addresses tariff barriers, clarifying the absence of import duties on beer but highlighting the internal revenue tax imposed by the U.S. government. The main focus is on the significant non-tariff barriers, including U.S. Customs procedures, post-9/11 safety regulations, labeling requirements, interactions with various regulatory authorities, the complexities of alcoholic beverage distribution within the U.S., competitive landscape analysis, and potential liability risks. The chapter provides a comprehensive overview of the regulatory hurdles that the brewery would need to overcome.
3. Cultural Obstacles with Regard to German-American Business Relations: This section examines the cultural nuances that could impact business dealings between the German brewery and its potential U.S. partners. It explores differences in both social and business conduct, providing a crucial understanding of potential cultural friction and misunderstandings which may affect negotiation strategies, partnerships and overall market penetration. The analysis highlights the importance of cultural sensitivity and adaptation in a successful market entry strategy.
4. Marketing Strategy: This chapter outlines a potential marketing strategy for Spezial Bräu Bamberg's entry into the U.S. market. It touches upon product policy (branding and packaging), distribution, pricing, and promotional activities, providing a framework for a comprehensive launch plan. This section integrates the insights from previous chapters, addressing both market realities and potential challenges identified in the analysis of tariff, non-tariff, and cultural barriers. The chapter offers practical recommendations, tailored to the specifics of the product and the target market.
Schlüsselwörter (Keywords)
Spezial Bräu Bamberg, smoke beer, Lagerbier, export, United States, market analysis, tariff barriers, non-tariff barriers, cultural differences, marketing strategy, German beer, international marketing, alcoholic beverage distribution, U.S. Customs, liability risk, competitive analysis.
Frequently Asked Questions: Spezial Bräu Bamberg Export Feasibility Study
What is the main topic of this study?
This study analyzes the feasibility of Spezial Bräu Bamberg, a German brewery, exporting its smoke beer (Lagerbier) to the United States. It examines market potential, identifies barriers to entry, and proposes a marketing strategy.
What are the key themes explored in the study?
The study explores several key themes, including market analysis of smoke beer in the U.S., evaluation of tariff and non-tariff barriers (including U.S. Customs regulations, post-9/11 safety regulations, labeling requirements, and distribution complexities), assessment of cultural differences impacting German-American business relations, and the development of a comprehensive marketing strategy for the U.S. market.
What are the main barriers to entry identified in the study?
The study identifies both tariff and non-tariff barriers. While tariff barriers (import duties) are minimal, significant non-tariff barriers exist, including U.S. Customs procedures, post-9/11 security regulations, labeling requirements, navigating various regulatory authorities, complexities of alcoholic beverage distribution in the U.S., competition, and potential liability risks. Additionally, cultural differences in social and business behavior between Germany and the U.S. are highlighted as potential challenges.
What does the study cover regarding cultural differences?
The study addresses cultural obstacles in German-American business relations, examining differences in social and business behavior. It emphasizes the importance of cultural sensitivity and adaptation for successful market entry.
What marketing strategy is proposed in the study?
The proposed marketing strategy includes elements of product policy (branding and packaging), distribution, pricing, and promotion. The strategy is tailored to address the identified market realities and challenges.
What is the overall conclusion regarding the feasibility of export?
While the study doesn't explicitly state a definitive "yes" or "no" regarding overall feasibility, it provides a comprehensive analysis of the potential market, barriers to entry, and a viable marketing strategy, enabling Spezial Bräu Bamberg to make an informed decision based on the presented information. The feasibility hinges on successfully navigating the identified challenges and implementing the proposed strategy.
What specific aspects of the U.S. market are analyzed?
The study analyzes the U.S. market for smoke beer, examining market demand, competitive landscape, and distribution channels specific to alcoholic beverages. It also details the regulatory environment and its implications for a German brewery entering the U.S. market.
What are the key words associated with this study?
Key words include: Spezial Bräu Bamberg, smoke beer, Lagerbier, export, United States, market analysis, tariff barriers, non-tariff barriers, cultural differences, marketing strategy, German beer, international marketing, alcoholic beverage distribution, U.S. Customs, liability risk, and competitive analysis.
Where can I find more details about each chapter?
The document provides detailed summaries for each chapter (Conceptual Formulation, Tariff and Non-Tariff Barriers, Cultural Obstacles, and Marketing Strategy) outlining the key topics and findings within each section.
- Citar trabajo
- Dipl.-Hdl. Katja Zimmerling (Autor), 2004, Product-Marketing Study: Export Intentions of Spezial Bräu Bamberg, Múnich, GRIN Verlag, https://www.grin.com/document/60448
