The study of this project is to have full knowledge regarding consumers and their relationship with beer, perception, motivations, and all other factors affecting their buying decisions. How does affective marketing and advertising planning will be benefit for both the consumer and the company. SWOT analysis Some attributes can be made from both the company (internal) and the environment (external) in order to analyse the strength, weaknesses, opportunities, and threats that might face any good or service, as for Almaza, the following can be taken into consideration: � Strength (Internal): Since the name Almaza is widely known among Lebanese, this will give the company the opportunity to overcome the market easier, keeping in the mind the quality of products the company has to offer. � Weaknesses (internal): As most products, high cost of advertising campaigns can be an obstacle facing the company. The time spent on efforts to study the consumer in order to increase the size of the market segment might also be considered as a weakness. � Opportunities (external)....

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