Question

Consider the overall market for beverages in the US. This market consists of both alcoholic and non-alcoholic drinks. Within the alcoholic portion of the market there are a large range on different types of alcoholic drinks, including wines, beers, hard liquors, etc. In addition, each of these later alcoholic lines of beverages can be further subdivided. For example, beers can be, as a minimum, divided into ales and lagers, with many subcategories within these broader groups. If one is seeking to enter the beer brewing business and is conducting an MOA, within the category of ales exists the subcategory of English ales which might be considered:

Answer 1

Answer:

A macro-segment

Explanation:

within the category of ales exists the subcategory of English ales which might be considered: A macro-segment

Answer 2

Answer:

The correct answer is: a macro-segment.

Explanation:

The Market Opportunity Analysis or MOA is a method used to recognize business opportunities and evaluate them to assess if they can be beneficial for the company before the company begins planning to work with it. The MOA implements segmentation to define as precisely as possible the item to be sold.  

Micro-segments apply to products with narrow scopes, whereas macro-segment products have a broader range and inherent variation.

So, ales represent the macro-segment since it has varieties such as brown ale, pale ale, golden ale, Scotch ale, and mild ale just to mention a few.