The lack of market research meant SAB were out of touch with the consumer and as a result, Hansa did not reinforce the ideas and values of that time - where men were men, and beer was beer, tough, strong, cool and macho. Unfortunately, Hansa was viewed to be none of those. Motivated by possible higher earnings and watching the growing trend in light beers overseas, SAB has continued with Hansa pilsner which has reinvented itself multiple times over the decades...
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Unfortunately, Hansa was viewed to be none of those. Motivated by possible higher earnings and watching the growing trend in light beers overseas, SAB has continued with Hansa pilsner which has reinvented itself multiple times over the decades. Question 2 The first thing would be to define the research objective...
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