Vietnam Leads Southeast Asia in Beer Consumption: A Look at the Growing Beer Market - Essay Sample

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Conspicuously, the beer industry is moderately robust in Vietnam. Apparently, the Vietnamese beer arcade has turned out to be a game for prodigious immigrants, with numerous Vietnamese marques being smeared out or being belligerent to survive (Lincoln, 2016). Markedly, Vietnam's yearly beer intake leads Southeast Asia, and it is remarkably classified as the third in Asia subsequent to China and Japan. In regards to the beer market, which happens to be an estimated 90 million individuals (Pham et al., 2018), Brewie envisions the lucrative yields attached to the consumers. Specifically, the typical beer consumption in Vietnam is anticipated to augment by 65 percent in the year 2021 (Pham et al., 2018). Markedly, the Vietnamese populace devotes nearly $3.4 billion annually on the consumption of beer, at a middling of $300 per individual (Pham et al., 2018). Apparently, commerce is characterized by an emergent populace as well as the mounting amount of intermediate income persons.

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As aforementioned, the Vietnamese beer market is practically and entirely in the influences of extraneous giants. Brewie anticipates that the Vietnamese brands do not progressively disappear. Brewie will produce an organic corn-based beer infused with Bundaberg Rum (a total alcohol level of 10%) tapped in a sparkling-wine type of bottle. Besides, the company will make sure that it mutually delivers its commodity to the local and international markets. Regarding the facet of the lofty consumption of beer in the jurisdiction, the company ought to cater for the populace. Conversely, in this context, the element of exportation is imperatively put into consideration. Brewie Company will manufacture its beverage mainly for exportation to European giants. In essence, this is based on the concern that there is an augmented European request for exotic commodities high in uniqueness, and for a reason, that general domestic fabrication in Australia cannot be surmounted up to accomplish enormous and sufficient extents to sustain any extraneous markets.

Necessarily, Brewie has decided to employ the element of Corporate Social Responsibility in a move to enhance its brand. Notably, there are several implications for the brand, considering the initiative of corporate social responsibility (Gaikwad, 2020). Primarily, in the event utilizing corporate social responsibility in the company's marketing viewpoint, operations are considered to be quite active in increasing the company's repute from clients and their brand appearance, ultimately up surging the appraisal of the company's brand worth (Wang et al., 2016).

Secondly, the other implication of corporate social responsibility is that it guaranteed an easy maneuver in the event of penetrating to another jurisdiction's market. Remarkably, international companies employ an enormous amount of capital and exertions to accomplish a sturdy brand over the republics. Markedly, in the event of taking over the European markets, the company envisions to initiate copious charity schemes to geographical locations with deprived education and also enhance reimbursements for the local employees. Necessarily, this will prompt enhancement of the company's depiction and easy penetration of the company's products to the international markets as intended.

Visibly, as an International Marketing Manager for Brewie Company, there ought to be an imperative prerequisite for me to evaluate the country in which the company intends to vend its product regarding the two options issued by the company, which is either England or Italy. Ostensibly, to make this decision, I ought to conduct robust research and compare the markets on the following perspectives:

• Positioning
• The target group
• The product itself

Deceptively, concerning the positioning perspective, this is what the commodity ought to or could be perceived to be for the customer. Brewie Company intends to export their organic corn-based beer infused with Bundaberg Rum. In Italy, beer is less traditionally prevalent in comparison to wine. Apparently, Italians consider beer to be another apt alcohol for lunch or dinner (Cillo et al., 2019). Additionally, it ought to accompany a cookout with allies. Necessarily, the product will be positioned merely like the renowned Italian beer varieties such as the Morena, Moretti, and Peroni, which tend to have been in existence for a while. In contrast, beer in England has been prepared for thousands of eons. England is known to be an imperative beer brewing nation (Meussdoerffer, 2009). Precisely, it is recognized for its uppermost agitated cask beer, which completes its maturity in the basement of the pub slightly than in the industry.

In regards to the positioning perspective with respect to the English dimension, Brewie beer will, to an elevated extent, be classified following its style and its purpose. Specifically, English beer styles comprise of bitter, trivial, brown ale and ancient ale. Additionally, the lager style beer has augmented substantially in admiration since the mid-20th epoch. Furthermore, numerous and contemporary advancements such as the progression of beer consumerism and an amplified attentiveness in the bottle conditioned beers will also have a powerful facet in the event of positioning.

The second perspective happens to be the aspect of the target group. In this perspective, I will put into consideration the mandated legal ages in each of the nations. Indeed, the lawful drinking age in Italy happens to be 16 years old (Giustino et al., 2018). Ostensibly, this is undoubtedly the youngest consumption age globally and, to some extent, younger than the legalized age established by numerous states. In comparison to England, the jurisdiction has diverse regulations concerning the slightest age and alcohol consumption, contingent on the location and the product being purchased, and the individual purchasing it. In England,

An individual ought to be 18 years and above to purchase alcohol in a shop or pub (Morleo et al., 2016). Grown-ups may purchase alcohol for kids to consume privately in households.

Youths aged 16 and 17 may perhaps consume beer, wine, or cider in the accompaniment of a meal at a communal institution if procured by an escorting grown-up. Significantly, individuals under 18 may conceivably not consume spirits, such as rum or whiskey, despite the event of a meal accompaniment

Specifically, the third perspective is the product itself. Regarding the product, Italy will consider it as just alcohol fit for consumption by individuals over the legal age of 16 years. The precise rationale for this assumption is that its regulations do not offer a robust categorization of whether there is the integration of rum in the beers. Conversely, the English dimension ought to provide a classification for the beer integration for purposes of legitimate consumption. Notably, if the beer is incorporated with rum, then it hinders the consumption of the commodity by minors under the age of 18 years.

Having put the three perspectives into maximum consideration, I presume that the company majors its focus on the Italian market. Apparently, the rationale for this is based on the indulgence that the beer industry in Italy has not been robust in comparison to that of England. Additionally, Italy has a younger legalized age for alcohol consumption; hence this guarantees a lucrative market for the company. Concerning the product's name, I suppose it to be Italian. The product will vend in the name of "Morbido la Birra," which translates to soft beer. In essence, this is to ensure that the product is speedily acknowledged in the Italian market.

Finally, there is a compelling rationale to consider the ethical aspects of the event of communicating in the selected country. Primarily, ethical communication happens to be an enormous fragment of field marketing (Arnett et al., 2009). Some of the animated aspects of ethical communication significant for assessment include the following:

Passing on of information devoid of offending the audience - In the event of interconnecting with the customers, articulating the anticipated message to them in an appropriate mode is of crucial prominence. Besides, sturdy dialogue aptitudes can prompt an immense disparity in the market (Cheney et al., 2011).

Sustaining an affiliation with the customers- Upholding an equivalent wavelength with the customers happens to be essential for a communicator to warrant the customers are comfortable with the product. Remarkably, proficient communicators proximately establish an affiliation on the basis of reliance with the customers as momentarily as they commence communicating

Eluding withholding any vital information- In the contemporary epoch, knowledge is dynamic for all resolutions. Therefore, it is reasonably indispensable for any company to be vigilant when communicating. The interrelated information ought to be outright, and all underlying information must be distributed on suitably. Expressly censorship of imperative information might be upshot in consumers apprehending an unscrupulous depiction

Accuracy of information - Significantly, any information that ought to be conveyed must be factual and truthful. The event of communication deprived of scrutinizing the certainty of the information can be exceedingly hazardous for Brewie Company. Also, the proof of identity of the source and the event of information is obligatory prior to communicating it.

References

Arnett, R. C., Fritz, J. M. H., & Bell, L. M. (2009). Communication Ethics: Literacy Dialogue and Difference. Sage publications. Retrieved from https://mdsoar.org/handle/11603/5642

Cheney, G., May, S., & Munshi, D. (Eds.). (2011). The handbook of communication ethics. Routledge. Retrieved from https://books.google.com/books?hl=en&lr=&id=qHCQAgAAQBAJ&oi=fnd&pg=PP1&dq=ethics+in+communication&ots=zALmLpIrcE&sig=sBV6IR7Lrm48h_JhiGgaS5ryZsg

Cillo, V., Gavinelli, L., Ceruti, F., Perano, M., & Solima, L. (2019). A sensory perspective in the Italian beer market. British Food Journal. Retrieved from https://www.emerald.com/insight/content/doi/10.1108/BFJ-12-2018-0818/full/html

Gaikwad, S. N. (2020). Importance of Corporate Social Responsibility (CSR) Policy under the Company Act 2013. Studies in Indian Place Names, 40(27), 1088-1101. Retrieved from https://archives.tpnsindia.org/index.php/sipn/article/view/3558

Giustino, A., Stefanizzi, P., Ballini, A., Renzetti, D., De Salvia, M. A., Finelli, C. & De Vito, D. (2018). Alcohol use and abuse: a cross-sectional study among Italian adolescents. Journal of preventive medicine and hygiene, 59(2), E167. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6069403/

Lincoln, M. (2016). Alcohol and drinking cultures in Vietnam: a review. Drug and alcohol dependence, 159, 1-8. Retrieved from https://www.sciencedirect.com/science/article/pii/S0376871615017275

Meussdoerffer, F. G. (2009). A comprehensive history of beer brewing. Handbook of brewing: Processes, technology, markets, 1-42. Retrieved from http://www.doc-developpement-durable.org/file/Fabrications-Objets-Outils-Produits/bieres/HistoryOfBeerBrewery.pdf

Morleo, M., Jones, L., & Bellis, M. A. (2016). Alcohol age of initiation and long-term impact: a cross sectional survey of adults in England. Journal of Substance Use, 21(2), 121-127. Retrieved from https://www.tandfonline.com/doi/abs/10.3109/14659891.2014.974228

Pham, C. V., Tran, H. T., & Tran, N. T. (2018). Alcohol consumption and binge drinking among adult population: evidence from the CHILILAB Health and Demographic Surveillance System in Vietnam. Journal of public health management and practice, 24, S67...