An Empirical Study On The Market Segmentation And Position Of Calvin Beer Company

China has been the largest beer producer in the world for 14 consecutive years(2002-2016).Since 2014 however,there has been a continuous decrease in production which indicates a possibility of market saturation.Despite the decrease in production there have been an increases in sales and the net revenue in the Chinese market stemming from the growing demand for high-end beer including imported and craft beer.In the last two decades craft beer has developed rapidly in United States occupying a 21%market share as of 2015.In China,craft beer is estimated to occupy less than 1%of the market indicating a strong prospect for growth.Calvin Beer Company is a small company specializing in the production and sale of high-end craft beer.The main targets for the company are the bars and restaurants of Hefei.However,Calvin Beer Company has not grown at the intended exponential rate after more than two years of operation and development.Identifying a clear view of the market segmentation and positioning of its products could offer a strategic advantage.A comprehensive review of the relevant literature theory and references has been employed to design a questionnaire applying to Calvin Beer Company's present position.After distributing and receiving the questionnaire,based on data analysis,the demographic characteristics and preferences of Calvin Beer Company's target customers were summarized validating and revising the assumptions which were made when the company was founded.The final goal is to provide customized market promotion strategy for Calvin Beer Company as well as similarly positioned emerging craft industries.