...customers and make them try microbrew flavors. * How to change consumer’s perception about microbrew, and retain them to increase overall sales. * How to make production and distribution system more efficient to reach the right customer on right time. Research objective * Determine the target group, market potential and current market share. * Determine other brands preferred by target customers and close competitors. * Determines the distribution network and promotional strategy offered by company, as compared to its competitors. * Determine the retail network, shelf space and shelf life of the product. * Analyze the distribution network and efficiencies. Research Question * What other brand customers prefer, and what are the most important criteria they consider while making their purchase. * What is the willingness to pay, and how promotion strategy influences their purchase decision. * Awareness towards the microbrew. * Shopping preference – Gas station / Grocery store / Specialty store * Willingness to try new microbrew flavors vs other beer flavor. And important criteria to consider while trying new brands. * Frequency and volume of consumption. Variables to measure * Willingness to switch * Demographics and lifestyles * Overall population, and consumption rate This seems to be a problem with either branding or distribution or the taste of product, which is limiting customer’s intention to try new microbrew flavors, and prefer national...
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...brewers is innovation. When people accuse American beer of being dull and boring, the first thing that comes to mind is big name breweries like Budweiser, Miller or Coors. Al Davenport says “What they don’t know is that the U.S. has an extremely rich and diverse craft-brew industry that produces, by many accounts, some of the best, if not the best, beers on the planet” (Davenport, 2012). Top American microbreweries like Shipyard, Dogfish Head, Stone and Sierra Nevada brew at the level of excellence beer enthusiasts’ love and exceed the quality of the very best foreign breweries. Craft brewers interpret numerous styles with unique twists of flavors and develop new styles that have no comparison to any other beer. With all the new microbrews being created it’s almost impossible to not to find the same,...
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...PSYCH Oyster Bar and Brew Pub Summary PSYCH will be located in Richland, WA near the Columbia River. It will be a relaxing and enjoyable Oyster Bar and Brew Pub, funded by private investors, with an Owner / Manager Type of organizational structure. There will be a full service, children friendly restaurant, along with a full service bar. The restaurant will primarily focus on oysters and the heart of the bar will be micro brews. We feel strongly about supporting our local communities, which is why all of our oysters and a vast majority of our microbrews will either be brewed or farmed right here in Washington State. The purpose behind PSYCH is to give people a place where they can indulge themselves with good food and good beer because they work hard and deserve it. We will make is a priority to promote a positive message within the community and sponsor local causes and charities when we can. Mission “It is our priority at PSYCH to ensure that each guest receives prompt, professional, and friendly service. We take great pride in keeping our property clean and professional, both inside and out. Our customers can be confident that they will receive food and drinks that are made using the highest of standards when it comes to quality and freshness. It is also paramount that all employees are able to work in an environment that is friendly, cooperative and rewarding.” Food Our oysters will be of the highest quality and will be delivered...
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...Strategic Plan Part II Swott Analysis BUS/475 Ed Miller Strategic Plan Part II Swott Analysis Big Wheel Brewing is a new and innovative craft beer brewing company. Big Wheel Brewing is dedicated to bringing their customers craft brews of the highest quality. Big wheel beers are made for people who prefer quality over quantity. Taste is the most important thing when it comes to brewing fine craft ales. An internal and external analysis will be conducted to determine the factors that have an impact on the success of the company. A SWOTT analysis will also be conducted to determine the strengths and weaknesses of Big wheel brewing along with threats and trends in the brewing industry. When analysis is complete it will help Big Wheel brewing know what they need to do to stay successful in the brewing industry. SWOTT Analysis Conducting a SWOTT Analysis requires Big Wheel Brewing to answer questions necessary to properly evaluate the strengths and weaknesses along with the threats and trends. Assessment of factors that will play a role in profits and losses is imperative to how effective the SWOTT analysis will be. The internal factors such as marketing and advertising will play a role as well as external factors such as customer’s wants and needs. After figuring out what the company’s strengths and weaknesses are Big wheel must identify the opportunities that can be taken advantage of for future company growth, Trends in the beer industry such as the consumers every changing...
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...management team were about to do just that. Sure, there were massive large-batch breweries like Anheuser-Busch and Miller Brewing Company that were profitable, publicly traded firms—but there was something different about Alridge: it embodied the ethos and grassroots beginnings of the microbrew movement, and Shipman was confident that widespread market demand for craft beer was set to explode. He and the team had steadily developed their premium-quality handmade ales for nearly fifteen years, and their loyal customer base was strong. In the last year alone, he’d forged alliances with both Starbucks (for the purposes of co- branding a coffee- flavored brew) and A-B that had purchased a capped 25% interest in AB in exchange for access to its national distribution networks and accounting systems. Shipman had overseen significant capacity increases, with plans on the horizon for yet another brewery in Portsmouth, New Hampshire. He had worked hard to position AB favorably for expansion, and the public offering would provide the necessary capital. But how would the “microbrew” feel of AB translate to the largescale commercialization and growth pressures of the open market? Producing and distributing microbrews on a large scale was a new concept—and like any new concept, it would have to be sold. Shipman hoped to sell craft beer—and lots of it—in the heartland of America. Revolutionary Beginnings Shipman thought back through the determined, tumultuous beginnings of the company he had helped...
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...In its development, the principle is the same as in traditional beers, however, smaller equipment is used and it is essential Brewer talent and raw material. Usually, the big breweries do not use so many special malts and hops while microbreweries are characterized by using more ingredients and in greater proportion than large companies. This translates into more intense flavors and styles. The microbrew offers a variety of styles, flavors are more intense and the product to be handmade, unpasteurized and manufactured in small production is fresh. This market is somewhat atypical because traditional producers have been a monopoly, but today thanks to the success of craft beer producers have multiplied in microbreweries, with growth corresponding to its high quality. The strategy aims to maintain the highest quality standards to generate a comparative advantage over traditional beers and additionally make consumers aware of the benefits of this product. (Díaz,...
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...Chapter 3: Answers to Questions and Problems 1. a. When P = $12, R = ($12)(1) = $12. When P = $10, R = ($10)(2) = $20. Thus, the price decrease results in an $8 increase in total revenue, so demand is elastic over this range of prices. b. When P = $4, R = ($4)(5) = $20. When P = $2, R = ($2)(6) = $12. Thus, the price decrease results in an $8 decrease total revenue, so demand is inelastic over this range of prices. c. Recall that total revenue is maximized at the point where demand is unitary elastic. We also know that marginal revenue is zero at this point. For a linear demand curve, marginal revenue lies halfway between the demand curve and the vertical axis. In this case, marginal revenue is a line starting at a price of $14 and intersecting the quantity axis at a value of Q = 3.5. Thus, marginal revenue is 0 at 3.5 units, which corresponds to a price of $7 as shown below. Price $14 $12 $10 $8 $6 $4 $2 Demand $0 0 1 2 3 MR 4 5 6 Quantity Figure 3-1 Managerial Economics and Business Strategy, 5e Page 1 2. a. At the given prices, quantity demanded is 700 units: d Qx = 1000 − 2 (154 ) + .02 ( 400 ) = 700 . Substituting the relevant information into Px 154 = −2 = −0.44 . Since this is less 700 Qx than one in absolute value, demand is inelastic at this price. If the firm charged a lower price, total revenue would decrease. b. At the given prices, quantity demanded is 300 units: d Qx = 1000 − 2 ( 354 ) + .02 ( 400 ) = 300 . Substituting the relevant information...
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...Chapter 3: Answers to Questions and Problems 1. a. When P = $12, R = ($12)(1) = $12. When P = $10, R = ($10)(2) = $20. Thus, the price decrease results in an $8 increase in total revenue, so demand is elastic over this range of prices. b. When P = $4, R = ($4)(5) = $20. When P = $2, R = ($2)(6) = $12. Thus, the price decrease results in an $8 decrease total revenue, so demand is inelastic over this range of prices. c. Recall that total revenue is maximized at the point where demand is unitary elastic. We also know that marginal revenue is zero at this point. For a linear demand curve, marginal revenue lies halfway between the demand curve and the vertical axis. In this case, marginal revenue is a line starting at a price of $14 and intersecting the quantity axis at a value of Q = 3.5. Thus, marginal revenue is 0 at 3.5 units, which corresponds to a price of $7 as shown below. Price $14 $12 $10 $8 $6 $4 $2 Demand $0 0 1 2 3 MR 4 5 6 Quantity Figure 3-1 Managerial Economics and Business Strategy, 7e Page 1 2. a. At the given prices, quantity demanded is 700 units: d Qx = 1000 − 2 (154 ) + .02 ( 400 ) = 700 . Substituting the relevant information into Px 154 = −2 = −0.44 . Since this is less 700 Qx than one in absolute value, demand is inelastic at this price. If the firm charged a lower price, total revenue would decrease. b. At the given prices, quantity demanded is 300 units: d Qx = 1000 − 2 ( 354 ) + .02 ( 400 ) = 300 . Substituting the relevant information...
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...Relationships. Together. 1. Executive Summary The Singles Lounge is a unique local Lounge/tapas/specialty microbrew beer lounge that provides a friendly, effective place singles can meet. The Singles Lounge is not your typical bar where people go to meet other singles, it has a unique service called the structured conversation system that is quite effective for allowing singles to meet each other and provide them with valuable insight into the other person through reflective conversation. The structured system provides an atmosphere that lowers inhibitions and breeds confidence, allowing singles to meet other singles and gain insight into their personality by way of thoughtful discourse. Meeting people is one of the biggest hurdles for 25-45 year old singles. The Singles Lounge provides this group with an effective solution to this problem. The Singles Lounge will reach profitability by year two and will have earned comfortable profits by the end of year three. The Singles Lounge will be set up in the hip, upcoming industrial area of NW Washington, DC. This area is a rapidly emerging night stop for the targeted demographic. Because the rented space will be an old warehouse the lease costs are quite reasonable. The tradeoff for the very reasonable lease is slightly higher tenant improvements required at start up The Singles Lounge is also a microbrew specialty beer lounge located near the campus of Georgetown University. The Singles Lounge will be serving...
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...The Boston Beer Company BEM106 Final Project Brian Cleary Sarah Luxenberg Peter Seidel Bill Van de Water May 28, 2004 Overview The Boston Beer Company has had amazing success in its transition from a small scale microbrewer to a large scale national brewery. Almost all of the company’s success is due to the Samuel Adams Lager product line, which has hardly changed from the founding of the company in 1984, to the IPO in 1995, to the present day. In fact, much of the appeal of Samuel Adams comes from its microbrew image and the founder, Jim Koch’s, commitment to the brewing process and a premium beer. In recent years, however, the company has implemented a new strategy for growth which has included introducing a light beer that will have more mainstream appeal. While this has increased profits for the company, it has also left the company vulnerable to entry by diluting its brand name. For this reason, the company’s strategy for the immediate future has to make a significant shift, from a strategy of growth to a strategy of protection. It must focus on maintaining its current profits by preventing entry both from small breweries looking to copy the BBC’s strategy and from large breweries looking to use their expansive resources to steal some of BBC’s market share. History of Boston Beer The Boston Beer Company began as a microbrewery in Boston, Massachusetts in 1984. Its first cases of beer were only sold to Boston bars, but the company quickly branched out geographically...
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...The Saw Brewery “Crazy Owl” Full of Life, Full of Fun The Saw Brewery 999 Heritage Overlook Kennesaw, Georgia. 30188 1-800-SAW-BREW sawbrewery@gmail.com Confidentiality Agreement The undersigned reader acknowledges that the information provided by _______________ in this marketing plan is confidential; therefore, reader agrees not to disclose it without the express written permission of _______________. It is acknowledged by reader that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader may cause serious harm or damage to _______________. Upon request, this document is to be immediately returned to _______________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not imply an offering of securities. Table of Contents 1. 2. Executive Summary .................................................................................................... 1 Situation Analysis ....................................................................................................... 2 2.1. Internal Analysis ................................................................................................. 2 2.1.1. The Company................................................................................................ 2 2.1.1.1. Mission ....
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...|BA 630 | |Industry Analysis | |The Beer Industry | |Spring 2010 | [pic] Beer Industry The term beer means “…any beverage brewed from a starch (or farinaceous) grain. Because the grain is made into a malt, another term for beer is malt liquor”. (The Beer Industry) According to the North American Industry Classification System, the beer industry is found in section 312: Beverage and Tobacco Product Manufacturing. NAICS states that “Industries in the Beverage and Tobacco Product Manufacturing subsector manufacture beverages and tobacco products. The industry group, Beverage Manufacturing, includes three types of establishments: (1) those that manufacture nonalcoholic beverages; (2) those that manufacture alcoholic beverages through the fermentation process; and (3) those that produce distilled alcoholic beverages…” Although beer is within the same section as wine and distilled spirits, they do not consider them the same. Within section 312 they have five separate sections: Beer can be found under section 312120 Breweries. Within this section the term...
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...HRM The goal of HRM is to maximize the productivity of an organization by optimizing the effectiveness of its employees while simultaneously improving the work life of employees and treating employees as valuable resources HRM department focus on these three general functions or activities: planning, implementation, and evaluation. Implementation of HRM plans involves four primary activities: acquisition, development, compensation, and maintenance. its goal of equal employment opportunity for all employees and prospective employees without regard to race, color, religion, sex, age, disability, veteran status, national origin, or any other characteristic protected by applicable law All employment decisions shall be consistent with the principle of equal employment opportunity, and only job-related qualifications will be required. To assure compliance with the plan, ABC, Affirmative Action Officer, has been designated to administer and monitor ASTM International's Equal Employment Opportunity and Affirmative Action practices and make reports to Senior Management. Organizational structure The matrix structure groups employees by both function and product. This structure can combine the best of both separate structures. A matrix organization frequently uses teams of employees to accomplish work, in order to take advantage of the strengths, as well as make up for the weaknesses, of functional and decentralized forms A project manager is assigned to oversee the project...
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...Task 1 1. Marketing Strategy Colloquy Grog Shop's strategy will be based on communicating Grog Shop's value to the targeted segments. This will be done through a variety of methods. The first method will be strategically placed advertisements. One place that will be used for advertisements is the Willamette Weekly, the liberal arts magazine that details all of the entertainment in Portland. This will be the main source of advertisements because the demographics of their readership are fairly similar to Colloquy Grog Shop's demographics. Another source of marketing will be done with strategic relationships with companies that have similar customer demographics. One prime example is the Multnomah Athletic Club. While the club's patrons are not necessarily overwhelmingly single, the rest of the demographics match up. The MAC is a fairly exclusive downtown athletic club that by virtue of the membership costs, attracts professionals. The strategic relationship with be mutually beneficial where both organizations will develop visibility for each other. 2. The Reports Colloquy Grog Shop's stake holder relation introduction as market leader in the retailer coffee industry. As public opinion and compare with another giant company Colloquy Grog Shop's must threat our supplier and distributor very well as they our important stakeholder. Marketing Objectives * Develop brand awareness through a steady, month to month increase of new customers. * Develop an increase...
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...Three Brand Strengths Strong Commitment Product Line The Boston Beer Company has been able to grow at a fairly rapid pace without compromising its high standards (Cioletti, 2006). One of the Boston Beer Company’s main strengths is its strong commitment to its product line. It has many recipes that never make it to retail due to these standards. The brewer is reinventing old beers while maintaining its signature beer standard. Size There is strength in Boston Beer Company’s size. While still significantly smaller than a mass producer, it is the largest domestic craft beer producer. Sales of Samuel Adams Boston Lager (Samuel Adams) grew 5% annually over the past decade. This contributed to 6.6% growth overall for Boston Beer Co. This allows the company to have a larger distribution network than that of other craft beer producers and it is able to have a larger advertising budget. The company is the only craft beer that is sold in all 50 states, which is of major importance for name recognition. Furthermore, this contributed to the brand prospering so quickly in the beginning (Jannarone, 2011). Strong Word-of-Mouth Advertising The Boston Beer Co. has benefited from strong word-of-mouth advertising. The CEO, Jim Koch, never thought his beer company would grow so fast or so quickly. Koch’s five-year brewing goal was met in the first five months and his ability to maintain this growth made the company the size it is today (Cioletti, 2006). From helping others pair...
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