Market Opportunity Analysis (MOA)

What is the outcome of conducting a market opportunity analysis? Examine two components of the MOA and assess how each contributes to an effective IMC. Incorporate concepts and examples from this week’s lecture in your post.

Sample Answer

Market opportunity analysis is a tool that identifies and achieve the attractiveness of a business opportunity. Market opportunity analysis is part of business strategy planning or business planning, which comes before taking a new product or service. In this paper, we are going to analyze the market for the product or service to determine the cost, profit and revenue from, the outcome of marketing opportunity analysis among which include the best understanding of most of the market segments, which is crucial in knowing how fast the market is growing. We are also going to investigate the components of Market opportunity analysis and how each contributes to the effective   integrated communication.

Achievement 5: Assumptions and Contingency Planning


For the formation of the field-tested strategy for the new specialty lager, Anheuser-Busch has made a few presumptions: assets, clients, and rivalry. These suppositions are intended to be utilized to build up an estimate and building a strategy for the dispatch of the new specialty brew. Utilizing these suspicions, Anheuser-Busch will likewise need to perceive dangers related the desires for the new lager. Alongside those suppositions, an alternate course of action should be created to help reduce the impact of the dangers.


Specialty lager isn't really another market for Anheuser-Busch in light of the ongoing acquisitions of built up art distilleries in the course of the most recent 10 years. Anheuser-Busch will trust and guarantee the task will have enough crude materials and staffing required for all periods of the dispatch: previously, during and after. The secret weapon is using a brewmaster from Goose Island, one of the bottling works acquisitions will help lead the obtaining of the crude materials and knows about the procedure of a distillery's calendar. Motivation to utilize an "outside" brewmaster is an alternate perspective on how the lager ought to be created and enhanced. It is significant Anheuser-Busch uses a brewmaster who realizes the business well and who superior to anything somebody what company's identity was' as of late gained.

An option as opposed to utilizing a brewmaster from Goose Island at that point is an inside applicant could be a choice in light of the fact that the interior competitor knows the Anheuser-Busch culture. Ought to Anheuser-Busch have no accomplishment with utilizing an inward brewmaster, they should attempt to enlist outside candidates on the off chance that they have extensive experience with a distillery setting.

Client Base

The specialty lager industry is blasting, the worldwide market for lager deals is ready to develop at an aggravated yearly development (CAGR) of 5.7% throughout the following decade to reach around $890.3 billion by 2025 (Reportlinker, 2016)." According to different measurements given by the Brewer's Association: "Development of the art blending industry in 2010 was 11% by volume and 12% by dollars contrasted with development in 2009 of 7.2% by volume and 10.3% by dollars (Manage Growth Brewery, 2012)." The supposition made here is the development is going to proceed into the not so distant. Anheuser-Busch has a solid hang on the US market with the exception of in the more youthful statistic. The more youthful millennial statistic is the one focused on crowd this lager is expected to pull in. An approach to contact that group of spectators is to attempt to overview the same number of shoppers to guarantee this is the thing that the client base is searching for.

Anheuser-Busch will lead the reviews with their client base successfully. The data that will be on the study will ask age, how regularly their buy liquor, what is their preferred image, what is their favored sort of brew and do they like Anheuser-Busch. This kind of information will permit Anheuser-Busch to investigate and add to their business openings.


Anheuser-Busch accept they will keep on having a solid piece of the pie because of their chance to buy distilleries, just as, make new lagers for their current image. Anheuser-Busch likewise has the assets from a money related sense and showcasing to stay aware of all adjustments in the scene of the refreshment business. For instance, Miller Brewing Company was Anheuser-Busch's biggest rival yet in 1972, Miller made the principal light lager; Miller (Lite, n.d.). Anheuser-Busch made three light lagers: Natural Light, Michelob Light and obviously Bud Light and this was the response to Miller Brewing Company endeavor to take piece of the pie.

In spite of the fact that Anheuser-Busch is monetarily secure, there will be a consistent improvement procedure to guarantee all business sectors and territories of decision fit their objectives just as their money related objectives.

Culturally diverse, Economic, and Geopolitical Factors

The new brew being created by Anheuser-Busch plans to be a reintroduction in the specialty lager showcase since this is a naturally created lager and not an obtaining. With the expansion of this lager, Anheuser-Busch is focused on expanding benefits while diminishing expenses in light of the fact that the past acquisitions have been very costly. Anheuser-Busch accepts this new item will give them the chance to expand their piece of the pie from 20%. The focused on market is the millennial age bunch since this is the most varied gathering. Anheuser-Busch may confront a few difficulties in pulling in deals in that age gathering however with testing, Anheuser-Busch will ideally sell this new brew in the best regions.

With the expansion in discretionary cashflow in view of a blasting economy, the expectation is this brew will sell well in all socioeconomics. In the event that it doesn't, there is a plausibility it could be scaled back to lessen costs. Anheuser-Busch should organize the viewpoints that are basic to ensure this endeavor is going to meet the association's objectives.

Lawful and Ethical Operations

Anheuser-Busch will keep on maintaining all Sarbanes Oxley guidelines, Security

Trade Commission (SEC) and Food and Drug Administration (FDA) guidelines to guarantee the fixings are posted on all cases, bookkeeping, and fund principles are pursued and acquisitions are properly done so an imposing business model isn't made in the United States. The supervisory crew will keep on observing all long haul and momentary objectives for Anheuser-Busch to ensure business is done in a lawful and moral way. This group will likewise assess every year's accomplishments and ensure they are lined up with Anheuser-Busch's corporate standards and best practices.

Extra obligations regarding this gathering will audit changes in any guidelines relating to the sourcing of the crude materials required for the new brew. Additionally, the supervisory group will be required to refresh senior authority on these adjustments in law and guidelines and any new necessities from the FDA.

Partner and Customer Diversity

Anheuser-Busch has an objective to center technique and is attempting to develop in light of that outlook. Anheuser-Busch's way of life has a structure in the spot called: "Dream, People, Culture (Anheuser-Busch, 2016)." It is significant for Anheuser-Busch to hold a gathering of representatives who speak to these qualities since they permit Anheuser-Busch to expedite new workers despite the fact that the ones utilized there as of now would invite them with satisfaction.

Corporate Social Responsibility

Anheuser-Busch has a social obligation is included by these 3 columns.

Liquor Responsibility



(Anheuser-Busch , 2016)

Anheuser-Busch will keep on following the methodology as of now set up ensuring their message of drinking dependably. "Anheuser-Busch and our distributer accomplices have submitted more than $1 billion to national publicizing efforts and network based projects to forestall underage drinking and alcoholic driving. We endeavor to repeat the significance of dependable drinking propensities to guarantee that our buyers are making the most of our items in a sheltered manner. We're pleased with our convention of advancing liquor obligation and will keep on putting resources into better approaches to drive mindfulness around this issue and help diminish the unsafe utilization of liquor through proof based methodologies (Anheuser-Busch , 2016)." Over the previous 20 years, Anheuser-Busch has made beneficent commitments to different associations just as modifying zones crushed by catastrophic events. Anheuser-Busch has attempted to help networks deprived to improve it. Regardless of whether it is reconstructing structures or giving instances of canned spring water, Anheuser-Bush has made the responsibility to help whatever number as could be expected under the circumstances. Anheuser-Busch has additionally made it a long haul objective to help make a practical organization with the utilization of advancement. By 2025, Anheuser-Busch has 4 objectives to achieve:

Lessen the carbon impression by 25% with the utilization of sustainable power and decreasing carbon outflows

Make a water decrease procedure to be increasingly proficient with the current assets

Make a savvy horticulture process where ranchers are monetarily engaged and become the best bounces accessible

Diminish bundling waste by making it returnable and produced using reused items.

The objectives are eager, nonetheless, putting resources into the future territory of Anheuser-Busch will help secure solidness in the organization for a long time to come.


Anheuser-Busch . (2016). Liquor Responsibility. Recovered from Anheuser-Busch : duty our-families-our-streets/

Anheuser-Busch. (2016). Our Company. Recovered from Anheuser-Busch:

Light, M. (n.d.). Out History. Recovered from Miller Lite:

Oversee Growth Brewery. (2012, February 6). Recovered from Orchestrated Beer: development distillery

Reportlinker. (2016, August 24). Worldwide Beer Market Analysis and Trends – Industry Forecast to 2025. Recovered from PR Newswire: brew showcase investigation patterns—industry-estimate to-2025-300317715.html