Category: Case Studies

An overview of the Economic History of Beer and the Microbrew Industry.

Market Simulation of the early beer industry in the USA when the Market Power of brewers was based upon Geographic Differentiation.

Market Simulation of the early beer industry when trains and refrigerated boxcars eliminated Geographic Differentiation and ended the local monopolies of brewers.

Market Simulation of the beer industry when improvements in pasteurization, refrigeration, and other brewing technologies provided Vertical Differentiation.

Market Simulation of the Mass Marketing of beer and the creation of Brands as a form of Horizontal Differentiation.

Market Simulation of the Strange Differentiation which allows Microbrews to emerge and survive as niche products in the beer market.

Reconstructs the early rise of Coca Cola from an obscure patent medicine to the world-dominating carbonated soft drink. The company’s invention of the Coupon, entitling the holder to a free glass of Coca Cola, was instrumental in building product awareness and brand trust that has yet to be surpassed by competitors like Pepsi.

Pepsi challenges Coke by offering twice as much cola for the same Price.

Shows how Pepsi could offer twice-as-much cola for the same Price in a Market Simulation using Product Bundling. This is a simplified alternative to the alternative “Cola Wars 1936 Twice As Much” Market Simulation (CS-112) which quantifies the Vertical Differentiation and Horizontal Differentiation of the Product Features.

Simulates another battle between Coke and Pepsi starting in the 1940’s in which Pepsi targeted the largely ignored African American market.

The Pepsi Challenge was one of the most successful advertising campaigns in history. This Market Simulation analyzes how the campaign may have influenced the Willingness To Pay (WTP) of consumers.

Explores the cautionary tale against tampering with a well-established and successful brand. This Market Simulation shows how the betrayal of Coke’s Brand value, followed by the re-invigoration of Coke’s Brand value, can explain Coke’s significant swings in Market Share during 1985.