Based on the data in the Corona Beer case, what is Corona’s 1996 U.S. market share of the (a) total beer market and (b) imported beer market?

Based on the data in the Corona Beer case, what is Corona’s 1996 U.S. market share of the (a) total beer market and (b) imported beer market?

[Hint: Use case shipments, not dollars, to compute share.]

Marketers use the term “share of voice” (SOV) to describe the degree of marketing effort by a brand relative to other competing brands. Based on the case data, what is Corona’s 1996 advertising SOV in the (a) total beer market and (b) the imported beer market?

The Corona Exhibit 6 is a modified version of the one in the Corona case. Note the last column on the right, “Corona Sales”. These data are crucial for you to address the following task: compute the relevant BDI/CDI indices (formulas discussed in the lecture) for each state.

Determine the most promising states for Corona to allocate additional promotional resources, including but not limited to the BDI/CDI computations performed above. Consider any other data in the case that would affect your assessment of market attractiveness. Justify your selections. (250 words maximum)

Compound Annual Growth Rate (CAGR) is a useful managerial tool. You may need to refresh your memory on the concept (Links to an external site.) . Use this handy CAGR calculator (Links to an external site.)  to compute (a) Corona’s and (b) Heineken’s sales (in cases shipments) CAGR for 1990—1996.

Assuming the CAGRs computed from the case data remain stable in the short term, project (a) Corona’s and (b) Heineken’s sales (in case shipments) in 1999.

Another perspective on budgeting promotional expense is the industry advertising-to-sales ratio. (a) What is the industry ad-to-case shipments ratio for import beer advertising in 1996? What are (b) Corona’s and (c) Heineken’s ratios?

Considering all the data in the case, what amount do you recommend that Corona spend in 1997 if it desires to become the #1 import brand by the end of the year? Justify your recommendation. (250 word maximum)