Brewery Vivant
Table of Contents EXECUTIVE SUMMARY 3 Part I - STRATEGIC PLANNING 4 BUSINESS MISSION 4 INTERNAL SITUATION ANALYSIS 4 Customer: User Profiles 4 Marketing Strengths and Weaknesses: 5 Managerial Strengths and Weaknesses 6 Financial Strengths and Weaknesses 7 EXTERNAL SITUATION ANALYSIS 7 Competitors: Their Influence 8 Industry Analysis 10 External Environmental Analysis 11 SWOT SUMMARY 14 WHAT ARE THE REAL, ROOT PROBLEMS? 15 CONSIDERATION OF ALTERNATIVE STRATEGIES 15 Considering the Ansoff Matrix: 15 Considering other strategies: 16 Part II TACTICAL MARKETING MIX IMPLEMENTATION 17 Promotions 17 PRO-FORMA MARKETING BUDGET 19 PLAN CONTROL 19 SOURCES 21
EXECUTIVE SUMMARY
This paper examines opportunities for Brewery Vivant, a regional brewery in Grand Rapids, Michigan, to increase sales to reach their target of 5,000 barrels a year.
An analysis of the company’s market positioning within the industry, current marketing mix, SWOT analysis and interviews were conducted.
Brewery Vivant is part of the craft brew industry, a segment that continues to outpace overall beer consumption. There are numerous brewers within the local community, some of whom are growing quite rapidly. This suggests an optimistic outlook for this segment, though material costs, particularly imported hops, can be a risk to profitability. In addition, many beer enthusiasts are also home brewers.
An examination of Brewery Vivant’s marketing mix indicated that the product is strong and corresponds with their price positioning, distribution is covered by multiple distributors and expanding out even to Chicago.
The recommendation presented in this paper is for Brewery Vivant to boost sales by increasing awareness of the brand and encouraging dining at their pub. The promotional efforts should focus on the following: * Encourage craft beer fans to visit the pub * Attract food enthusiasts (“foodies”) – a new target market * Promote
EXECUTIVE SUMMARY
This paper examines opportunities for Brewery Vivant, a regional brewery in Grand Rapids, Michigan, to increase sales to reach their target of 5,000 barrels a year.
An analysis of the company’s market positioning within the industry, current marketing mix, SWOT analysis and interviews were conducted.
Brewery Vivant is part of the craft brew industry, a segment that continues to outpace overall beer consumption. There are numerous brewers within the local community, some of whom are growing quite rapidly. This suggests an optimistic outlook for this segment, though material costs, particularly imported hops, can be a risk to profitability. In addition, many beer enthusiasts are also home brewers.
An examination of Brewery Vivant’s marketing mix indicated that the product is strong and corresponds with their price positioning, distribution is covered by multiple distributors and expanding out even to Chicago.
The recommendation presented in this paper is for Brewery Vivant to boost sales by increasing awareness of the brand and encouraging dining at their pub. The promotional efforts should focus on the following: * Encourage craft beer fans to visit the pub * Attract food enthusiasts (“foodies”) – a new target market * Promote