Kirin Beer case study (segmentation, conjoint, positioning)

Kirin Beer (segmentation, conjoint, positioning)

Try it!

Kirin is a robust case involving multiple models. Kirin (a Japanese beer producer) is faced with expanding US sales where a competitor (Sapporo) outsells them. Kirin is contemplating introducing new products to boost sales but must determine 1) the target markets and 2) the product attributes that will appeal to each market segment.

Managerially complex

40%

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex

80%

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to juggle with more than one marketing model.

Recent

50%

Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.

Registered instructors can freely evaluate all Enginius case studies. Register here.
You can purchase each case study individually, or as part of a package.
Each case study contains a data set, a case problem (pdf), and a case solution (pdf). The pdf files available on the main case study page linked above. Lookout for these links: