Marketing Strategy for Dixie Brewing Company Essay Example

consume more beverages.

Maturation, a factor beyond the control of the experiment, can influence participants' responses by referring to external changes (McDaniel and Gates, 2002). These changes may include factors like the financial circumstances of customers during the study. For example, if they have recently received their salary, they might have more disposable income. Due to the existence of these external variables and the experimental nature of this field research, it appears to possess a greater level of external validity.

Having discussed external validity in the previous section, we can now evaluate the suitability of using a convenience store as an experimental location. Conducting the experiment in an actual environment provides practical advantages. Due to the compact size of the store, it is convenient to observe and oversee the entire procedure. This ensures relatively low costs and ease in collecting results.

However, it is important to acknowledge certain limitations in the study. The chosen suburban region may not accurately represent various real-world locations, including differences in consumer demographics between suburban and metropolitan areas. It is also crucial to consider disparities between convenience stores and supermarkets. While spontaneous purchases are common at convenience stores, regular purchases are typically made at supermarkets. Therefore, people's buying habits may vary depending on the type of store they visit. Supermarkets offer a wider selection of beer brands, posing potential stronger competition for Dixie Brewery.

The effectiveness of the marketing design is evaluated by analyzing the advantages and disadvantages of the experiments. The sales of the seven brands of beer after the implementation of the M.A.P.S plan are depicted in the graph shown in appendix 1.0. Dixie, Bud, and Miller had the highest sales,

while Dixie Light and Coors Light had the lowest sales. The hypothesis of this experiment was that the placement of brands on a display would have an impact on sales.

However, the graph clearly indicates that there are external factors influencing the results as it generally caused a decrease or stagnation in sales. On average, Miller, Bud, and Dixie Light all decreased by 1.7%, while Coors and Coors Light remained steady. There were two exceptions to this trend: Dixie and Miller Lite experienced an increase in sales. However, Dixie saw a fivefold increase compared to Miller Lite, making it the top-selling brand overall. It is important to consider other external influencing factors, separate from shelf positioning and location of the beers, that could impact sales. These factors may include previous advertising, price advantage, packaging design, and taste - all of which can affect the consumer and subsequently impact the sales hierarchy from Dixie down to Dixie Light.