Monday, June 8, 2009

I woke this morning feeling much better and more normal than in the last 72 hours. Our day started early with lectures beginning at 9:30am at the Campus Koningsstraat, of the University of Brussels’ Business School. Today’s study continued in international marketing with the French professor, a rep from the Brussels university pitched available programming, and we had an Intro to EU History and Institutions. I learned the government subsidizes education here, and the cost is so much lower to attain advanced degrees. Several in our group’s interest was sparked to think of the potential of advanced degrees at less than half the cost of US tuition. The afternoon session was presented by a European attorney, Dr. Jan Van Hove. He has an Irish accent, was very knowledgeable and animated. His talk was an introduction to the European Union including history, issues, and institutions.

Our group met again after class session to formulate our market research template and further develop a plan for our project. All group projects focus on a beverage that is not currently in Europe. Each group is to provide a recommendation including which if any of the four countries we will visit are feasible areas for distribution of the products, as well as the plans and objectives of distribution. Europe is known for its wine and beer consumption, which is also a very cultural experience, both of which support the rationale of this project assignment. We will have field visits to companies who have been very successful in their branding and marketing efforts, principles applicable to all product and service marketing, not only to beverages.

One of my group members, Nicole, proposed Matt Brewing Company’s Saranac beer, available in 25 states in the US, which will be the product for our project. Saranac brews a variety of beers, and our research found a specific Saranac variety called Summer Brew, which mimics a European practice of mixing lemonade with beer with in the summer season. We think this will be a differentiator for a new beer product to the European market. It will be interesting to see how the project unfolds!

Natalie, a native Belgian, is our social guide for the week in Belgium. Tonight’s plan is to visit an area known as LeSablon, with antique shops and market. All seem to be settling in to the surroundings, program, and time zone. We'll be here through the end of the week. I only wish the sunshine were going to be here too!