Tunisia Non-alcoholic Beer Marketing Solution
Anheuser-Busch InBev (AB InBev) is a Belgium brewing company. The company is one of the largest-scale brewers in the world. They make efforts on technology development, AB InBev has a strong innovation ability to produce products ahead of the current competition (Anheuser-Busch InBev 2018). Carlos Brito, CEO of AB InBev indicated that the goal of the company by 2025 is to makes no- or low-alcohol beer reaches 20% of the company's volume of sales (News Desk 2018). Tunisia is an Arab country located in the Middle East and it is the most successful country pushes forward their democratic process during the Arab Spring (Ghitis 2014). This country has a great development potential. Tunisia government is encouraging foreign firm investment (Central Intelligence Agency 2018)which is a great opportunity for AB InBev to launch in Tunisia.
In the next five years, Tunisia government might successfully reduce the terror attack by existing present law, decreasing corruption problem and the economic environment might become better. With the continuity of pushing the democracy process by the government, the society may accept non-alcoholic beverage more easily. AB InBev could explore their market smoothly in Tunisia.
Recommendations for this scenario are as follows:
l Since Tunisia already has some non-alcoholic beer brands (Chinainfoguide n.d.). AB InBev should ensure their alcohol-free beer quality in order to gain a great reputation among the country and make the product more competitive.
l AB InBev should pay attention to the Islam culture of Tunisia since Islam is the majority of the population. Respecting their religion and make sure do not make any offence mistake during the promotion period, make sure the product packaged in a proper way and so on.
l A High tax rate is also a factor that the company have to take into consideration. Since the tax rate does not have a declining trend, AB InBev's financial department should assess the factor very carefully.
l Investing new taste is also suggested, it is important to give customers more choices and novelty value.
l The company could make effort to exploring different selling channels. For example, corporate with more physical retailers such as liquor sellers, supermarket, stores and hotels. Nowadays, the advent of the internet makes online shopping more and more common. The company could explore their business by selling the product online. By doing so, the company could make sure the business scale is to cover the whole country.
l Providing some attractive promotion is a great way to gain more customer. And there is a need to launch more advertisement in major media. Because AB InBev has not to launch Tunisia yet, they should improve their popularity to make people familiar with their products.
l Based on the CSR theory, in order to increase AB InBev's reputation, the company could partner with some local charity. Moreover, the company could connect with the government to decrease the terror attack by offering some fund.
In the next five years, the democratic process might fail in Tunisia and terrorist attack frequently happens. These will cause the economic situation remains sluggish. And this situation will lead to declining purchasing power. So that AB InBev has to make more effort to survive in Tunisia market. Recommendations for this situation are as follows:
l The situation of Tunisia still overshadowed by terrorism, it is important to pay attention to the company and employee's security. AB InBev should ensure their company in Tunisia is located in a safe area. Build a relationship with local police and government is also suggested.
l Cutting costs is important in this situation. For example, the company could use cheaper package materials and hire fewer employees to reduce costs.
l Because the purchasing power of Tunisia is in a downward trend, the company could reduce the price of their product, do more promotion and so on.
By analysing the macro-environment of Tunisia non-alcohol beer market, Anheuser-Busch InBev might have many challenges when they are launching in Tunisia. The biggest problems are terrorism and the poor economic situation. There are also some cultural differences that the company need to solve. Since non-alcoholic beer is much healthier than regular beer, the prospect of this kind of beer is optimistic. As Tunisia is the most democratic country among all Arab countries, the people there are more likely to accept non-alcoholic beer than others. Therefore, it is possible for AB InBev to explore their business in Tunisia. According to the scenario, although the market situation might become better, the company have to make completely preparation before they launch this country.