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摘要：眼镜蛇啤酒是一种独特的啤酒品牌，其创立填补了欧洲啤酒市场一定的差距。在给企业的发展，计划返回印度，这是创始人的英国眼镜蛇啤酒的故乡，并致力于创造一个崭新的世界。与此同时，它不可避免地会遇到其中包括经济，政治，文化等诸多困难，东印度是一个充满挑战的市场，如果眼镜蛇啤酒要与当地合资伙伴的合作，他们显然会面临一些文化，法律，政治挑战，要求他们解决。

留学生市场营销作业定制Cobra Beer goes home
content

Introduction
Collecting research
Challenges
Conclusion
References

Introduction
Cobra Beer is a unique beer brand, and its creation fills some gaps in beer market of Europe. During to the enterprise development, it plans to return to India, which is founder’s hometown of Britain’s Cobra Beer, and is committed to creating a new world. At the same time, it inevitably will encounter many difficulties, which including economic, political, cultural and many other difficulties. Cobra Beer hopes that it could set up a longer and friendly presence in the hometown market. Before establishing the brewery, we need to undertake some primary market research to examine the Indian consumer behaviour. South – East India is a challenging market, if Cobra Beer wants to cooperation with a local joint venture partner, they obviously might face with some cultural, legal, political challenges, which require them to solve.
Collecting research
Local beer consumption market competition is an objective reality. In order to secure its advantages in the industry, Cobra Beer must truly focus on the consumer, and is committed to analyzing consumer behavior, and then guide the company's marketing efforts. In order to examine the Indian consumer behaviour, undertaking some primary market research are necessary. First of all, to analyze the characteristics of beer consumers, including geographical distribution, age, education, income, occupation and gender of consumers. And then beer brand image analysis to the beer consumers, including brand awareness, brand advertising awareness, brand penetration, brand preference, the most common drink brand, brand loyalty and the development potential of different brands. Finally, behavior of consumers purchase and consumption analysis, including a place to buy beer, beer type to be bought, packaging, price, number of single purchase, decision factors, promotions consumers prefer, information channels consumers reference, occasions of drinking Beer and the frequency of drinking beer. Each analysis is for consumers of different city, consumers of different ages, consumers of different income and consumers of different genders. (Paul Hague, 2002)

References

Paul Hague, 2002. Market research: a guide to planning, methodology & evaluation. Bell & Bain Ltd, Glasgow

G. R. Foxall, Ronald Earl Goldsmith, 1998. Consumer psychology for marketing. International Thomson Business Press

Jack Glen , Brian Pinto, 1997. Debt or equity? : How firms in developing countries choose. The World Bank and International Finance Corporation

Uma Kapila, 2008, India's Economic Development Since 1947, Academic Foundation

https://www.cobrabeer.com/cobrafamily/cobrastory

Leela Fernandes, 2006, India's new middle class: democratic politics in an era of economic reform. University of Minnesota Press

Adrian Haberberg, Alison Rieple, 2008. Strategic Management: Theory and Application, Oxford University Press

Colin Barrow, Gerard Burke, 2005. Enterprise Development: The Challenges of Starting, Growing and Selling Businesses. Thomson Learning