Bluegrass Brewing Company
Bluegrass Brewing Company
MBA 601
Fall 2012
Table of Contents
Introduction………………………………………………………………………..…………1
External Analysis…………………………………………………………………..………..1-5
General Environment……………………………………………………………………….1-3
Industry Environment……….…………………………………………………………..….3-5
Threat of New Entrants……………………………………………………….3-4
Bargaining Power of Buyers………………………………………………….4 Bargaining Power Suppliers………………………………………………….4 Threat of Substitutes…………………………………………………………..5 Intensity of Rivalry among Competitors………….………………………….5
Competitive Environment…….…………………………………………………………...5
Internal Analysis…………………………………………………………………………….5-8 Resources…………………………………………………………...........................6 Capabilities…………………………………………………………………………….6 Value Chain Analysis………………………………………………………………...7-8
Core Competencies…………………………………………………………………..8
SWOT Analysis………………………………………………………………………………8-9
Business Level Strategy………………………………………………………………......10
Recommendation………………………………………………………………..................10
Works Cited………………………………………………………………………………..11-12
Appendix…………………………………………………………………………………...13-14
Introduction
Bluegrass Brewing Company (BBC) is a nationally recognized, American craft beer company, whose mission is to create bold, unique beers, quality affordable food, and serve them both in a warm and comfortable, family friendly atmosphere. Founded in 1993, BBC is Louisville, Kentucky’s oldest micro brewing company, producing just over 2,000 barrels a year. ("Facebook: Bluegrass Brewing, 2012"). Although the company classifies itself as a microbrewery, the Brewers Association would actually classify BBC as a brewpub because they do not sell more than 75% of their beer offsite (Brewers Association, 2012). For the purpose of this paper, we will identify the industry that BBC competes in as the craft beer industry. According to the Brewer’s Association, the craft beer industry is divided into six market segments: microbrewery, brewpub, contract brewing
MBA 601
Fall 2012
Table of Contents
Introduction………………………………………………………………………..…………1
External Analysis…………………………………………………………………..………..1-5
General Environment……………………………………………………………………….1-3
Industry Environment……….…………………………………………………………..….3-5
Threat of New Entrants……………………………………………………….3-4
Bargaining Power of Buyers………………………………………………….4 Bargaining Power Suppliers………………………………………………….4 Threat of Substitutes…………………………………………………………..5 Intensity of Rivalry among Competitors………….………………………….5
Competitive Environment…….…………………………………………………………...5
Internal Analysis…………………………………………………………………………….5-8 Resources…………………………………………………………...........................6 Capabilities…………………………………………………………………………….6 Value Chain Analysis………………………………………………………………...7-8
Core Competencies…………………………………………………………………..8
SWOT Analysis………………………………………………………………………………8-9
Business Level Strategy………………………………………………………………......10
Recommendation………………………………………………………………..................10
Works Cited………………………………………………………………………………..11-12
Appendix…………………………………………………………………………………...13-14
Introduction
Bluegrass Brewing Company (BBC) is a nationally recognized, American craft beer company, whose mission is to create bold, unique beers, quality affordable food, and serve them both in a warm and comfortable, family friendly atmosphere. Founded in 1993, BBC is Louisville, Kentucky’s oldest micro brewing company, producing just over 2,000 barrels a year. ("Facebook: Bluegrass Brewing, 2012"). Although the company classifies itself as a microbrewery, the Brewers Association would actually classify BBC as a brewpub because they do not sell more than 75% of their beer offsite (Brewers Association, 2012). For the purpose of this paper, we will identify the industry that BBC competes in as the craft beer industry. According to the Brewer’s Association, the craft beer industry is divided into six market segments: microbrewery, brewpub, contract brewing
Cited: Active USA Center. (2009). Geographic distribtion of u.s. population. Retrieved from http://www.theusaonline.com/people/geographic-distribution.htm Against the Grain Brewery Apocalypse Brew Works. (2012). Retrieved from http://apocalypsebrewworks.com Baginski, J., & Bell, T BBC Brewing Company. (2012, June 27). News. Retrieved from http://www.bbcbrews.com/news/ BBC Brewpubs Christman, D. (2011). America 's beer distributors. Retrieved from http://nbwa.org/industry-tech/innovation-and-technology Davidson, P Department of Numbers. (2011). Louisville kentucky household income. Retrieved from http://www.deptofnumbers.com/income/kentucky/louisville/ Facebook: Bluegrass Brewing Company Kesmodel, D. (2009, March 18). In lean times, a stout dream. . Retrieved from http://online.wsj.com/article/SB123733628873664181.html Louisville Independent Business Alliance