Title Cervejaria Noi : brewing a go-to-market strategy / Paulo Arthur Mauro, (COPPEAD Graduate School of Business, Department of Finance, Federal University of Rio de Janeiro, Rio de Janeiro, Brazil), Kateline Ketne Dalto̐Μưe, (COPPEAD Graduate School of Business, Department of Marketing and International Business, Federal University of Rio de Janeiro, Rio de Janeiro, Brazil), Jo̐Μưao Ricardo da Costa Lopes, (COPPEAD Graduate School of Business, Department of Marketing and International Business, Federal University of Rio de Janeiro, Rio de Janeiro, Brazil), Flavia d Albergaria Freitas, (COPPEAD Graduate School of Business, Department of Marketing and International Business, Federal University of Rio de Janeiro, Rio de Janeiro, Brazil), and Victor M. C. Almeida, (COPPEAD Graduate School of Business, Department of Marketing and International Business, Federal University of Rio de Janeiro, Rio de Janeiro, Brazil)

Published Bingley, U.K. : Emerald Publishing Limited, 2018 ♭2018

Online access available from: Emerald Emerging Markets    View Resource Record

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Description 1 online resource (7 pages) : 18 illustrations Series Emerald emerging markets case studies, 2045-0621 ; volume 8, issue 1 Summary The case reports the dilemma experienced in 2013 by Osmar Buzin, one of the partners of Cervejaria Noi, whose specialty beers had achieved prestige among their customers, mainly in the city of Niter̐Μưoi, RJ, where the company was born. This success aroused the interest of other markets that wanted to sell their products. The opportunity for expansion brought together the need to decide how to meet these new markets: deliver directly to the points of sale, as it did before; or use distributors. Osmar knew that he could count on Gilmar Gutbrodt, his partner and brewmaster, along with Bianca Buzin, the General Manager of the brewery to evaluate together the best strategy for reaching new markets Notes It is expected that at the end of the discussion of the case, students will be able to achieve the following learning outcomes: to design the path-to-market, identifying the role of intermediaries; to identify distribution alternatives and key channel members; and to perceive the advantages and disadvantages of intermediation and its unfolding in channel management Teaching Notes are available for educators only. Please contact your library to gain login details Bibliography Includes bibliographical references and index Audience The case was developed to stimulate the discussion about decisions and strategies of channel and was recommended for MBA students in courses such as Marketing Channels or Trade Marketing in Business Administration Subject Marketing channels -- Brazil -- Niter̐Μưoi (Rio de Janeiro) Marketing -- Brazil -- Niter̐Μưoi (Rio de Janeiro) Business & Economics -- Marketing -- General. Sales & marketing. Genre/Form Case studies. Form Electronic book Author Ketne Dalto̐Μưe, Kateline, author da Costa Lopes, Jo̐Μưao Ricardo, author Albergaria Freitas, Flavia d, author Almeida, Victor M. C., author

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