1. 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.] 2. Marketers use the terms “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? 3. The Corona Exhibit 6 attached below 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. 4. 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) 5. What strategy do you recommend for Corona in 1997? List three advantages and three disadvantages of your recommended approach. (250 words maximum) NOTE: SUBMIT ANSWERS TO QUESTIONS 1-3 ON A SINGLE EXCEL WORKSHEET. SUBMIT ANSWERS TO QUESTIONS 4-5 IN A SINGLE-SPACED WORD DOCUMENT. BE SURE TO PLACE YOUR NAME AT THE TOP OF THE WORD DOCUMENT AND AT THE TOP OF THE EXCEL SHEET.
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