Shannon’s Brewery targets its craft beers to more affluent millennial consumers living in upscale suburbs in the DFW area. Shannon’s positions its beers as fire-brewed Irish ales of superior quality using natural spring waters. This desired position has been crafted using a judicious combination of marketing communications, public relations efforts, and some very positive publicity. In terms of the marketing plan the above description illustrates Shannon’s .a. Executive Summaryb. SWOT Analysisc. Marketing Strategic Focus d. Marketing Objectivese. Marketing Actions
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