Beer segmentation analysis

The Kirin case data analysis can be done using Enginius and answer the following nine questions:

KIRIN CASE BACKGROUND: The case describes the strategic situation facing Kirin brewery in Japan. You are challenged to come up with a product design (beer!) that will deliver the desired incremental volume, net of cannibalization of the current product. Also, because Kirin is a niche product, it probably does not appeal to everyone. Therefore, your analysis should also include consideration of segmentation and targeting issues. The case involves multiple data sets and ME tools: segmentation, targeting and positioning as well as product design/conjoint. A complete analysis of the case will use cluster analysis, discriminant analysis, perceptual mapping and conjoint analysis.

Note: the Kirin case in Enginius provides 9 different data blocs.

FORMAT: Answers should be submitted in a WORD or PDF file that simply states answers to all parts of the questions as asked. I do NOT want to receive Enginius output files, but it may be helpful to insert selected key parts from the output into your written answers, such as a perceptual map, dendrogram, or other parts of the conjoint analysis or segmentation analysis that show how you developed your answers. If you do the correct analysis and answer the questions directly, a complete set of answers should be about 3 pages (single space).

Questions:

1. Briefly describe the strategic situation facing Kirin in Japan and the U.S. market at the time of the case. Why is it important for Kirin to increase its sales and market share in the U.S.? How large of an increase does Kirin need to achieve in order to be successful? Explain.

2. What types of data did Kirin collect to analyze this situation? Who did they collect data from? What decision do they need to make?