Since the case study was written, New Belgium has added to its product line with beers divided into these different categories: Year Round, Seasonal, Revival, Hop Kitchen, and Lips of Faith (New Belgium Brewing, n.d.). NBB still calls Fort Collins, Colorado home (New Belgium Brewing, n.d.). However, in 2015 they will be opening up a location in Asheville, North Carolina to reach the East Coast (New Belgium Brewing, n.d.). They now are currently selling beer in 32 states, and produced 764,424 barrels of beer in 2012 (New Belgium Brewing, n.d.). Despite it’s growth it is still the third largest craft brewery, and eighth largest brewery in the United States (New Belgium Brewing, n.d.). They are still largely into the sustainability movement, and have a whole section of their website devoted to their sustainability efforts (New Belgium Brewing, n.d.). They are also still promoting events including their own, such as the Tour de Fat and Clip Beer & Film Tour (New Belgium Brewing, n.d.).
There strengths as a company would include their uniqueness and whimsy. It is rare for a beer brewery to be so devoted to being socially responsible. The ethical culture has been in engrained in their employees, who follow the company’s core values and beliefs (Ferrell & Hartline, 2011). As mentioned in the case study, consumer suspicion is notably high (Ferrell & Hartline, 2011). Having consumer support of their socially responsible actions has been a definite strength that makes them stand out amongst competitors.
A weakness for them could also be their focus on their responsibilities to the environment. While they are focused on these things, which ethically strengthen their company, their competition is out-pacing them in sales. They have remai...
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... issuing press releases and reports highlighting the environmental friendliness of cans and disputing claims that product quality was suffering” (Bundy, Shropshire, & Buchholtz, 2013).
References
Bundy, J., Shropshire, C., & Buchholtz, A. K. (2013). Strategic Cognition and Issue Salience: Toward an Explanation of Firm Responsiveness to Stakeholder Concerns. Academy Of Management Review, 38(3), 352-376. doi:10.5465/amr.2011.0179
Ferrell, O.C. & Hartline, M. (2011). Marketing Strategy. 5th edition. South-Western/Cengage Learning.
Flammer, C. (2013). Corporate Social Responsibility and Shareholder Reaction: The Environmental Awareness of Investors. Academy Of Management Journal, 56(3), 758-781. doi:10.5465/amj.2011.0744
New Belgium Brewing. (n.d.). Retrieved from http://www.newbelgium.com/home.aspx
Sierra Nevada. (n.d.). Retrieved from http:// www.sierranevada.com
The company launched an initiative collaborating with the “Lyft”, which will provide free rides for drunk customers [8]. This indicates the amount of dedication the company has towards its customers. It also provides tours to customers across the 12 flagship breweries in the United States [9] and would also help customers with samplers. Any company that values its customers would become a great success and Anheuser Busch has proved this again. It also values its employees making sure every one of them feels like an owner and everybody would work as considering the results to be personal [10]. All these put together has helped the ANHEUSER BUSCH to brew beers that are loved by their customers and in making it the leader of its domain of
From our research, Anheuser-Busch is content with being the number one beer company in the world, increasing sales each year in operation. We found that Anheuser-Busch met many views associated with the world, business, and behavioral dimensions. The company also displayed its stability as we reviewed one of its most successful products Budweiser, owned by Anheuser-Busch, under the marketing view and the financial view. Not only do they hold almost half of the market share in the industry but their stock prices, sales volume, and net sales have all increased from 2002 to 2003. We also looked at Budweiser in terms of geography and culture. We found due to the fact that the "western" countries consume the majority of beer, it only makes sense that Anheuser-Busch concentrates on that market. Along these lines, another key goal that is also important to Anheuser-Busch is to boost other beer markets that are located in other cultures, where at the time beer is not a major consumption.
Belgium is known for a culture of high-quality beer and this concept was formulated by an electrical engineer from Fort Collins, Colorado. The electrical engineer, Jeff Lebesch, was traveling through Belgium on his fat-tired mountain bike when he envisioned the same high-quality beer in Colorado. Lebesch acquired the special strain of yeast used in Belgium and took it back to his basement in Colorado and the experimentation process was initiated. His friends were the samplers and when they approved the beer it was marketed. In 1991, Lebesch opened the New Belgium Brewing Company (NBB) with his wife, Kim Jordan, as the marketing director. The first beer and continued bestseller, Fat Tire Amber Ale, was named after the bike ride in Belgium. The operation went from a basement to an old railroad depot and then expanded into a custom-built facility in 1995. The custom-built facility included an automatic brew house, quality-assurance labs and technological innovations. NBB offers permanent, seasonal and one-time only beers with a mission to be a lucrative brewery while making their love and talent visible. In the cases presented by the noted authors (Ferrell & Simpson, 2008), discusses the inception, marketing strategy, brand personality, ethics and social responsibility that New Belgium Brewing Company has demonstrated. The key facts with New Belgium Brewing Company are the marketing strategy, promotion, internal environment and social responsibility with the critical issues of the public, brand slogan, growth and competition.
As it is known that there is a stigma towards beer produced in particular provinces such as the current perception and appeal towards Albertan produced beer, Big Rock must engage in a marketing campaign to remove the emphasis that Big Rock is an Albertan produced beer. Alternatively, Big Rock should market its brand as a Canadian produced premium beer that takes pride in its ingredients and taste. For example, Alexander Keith’s was originally positioned as an Atlantic Canadian beer but following a vigorous advertising campaign, the brand was still able to maintain the maritime values of being social, sharable and approachable. Alexander Keith’s was subsequently able to communicate these values nationally. Furthermore, Alexander Keith’s emphasis on taste which was possible due educational initiatives such as offering “on-premise” experiences, allowed the brand to become one of the leading premium beer brands in Canada today.
What is our market position? ” In a highly polarized market, Yuengling is considered a “bridge-brand“; appreciated by mainstream and craft beer drinkers alike. Demand increased when market trends shifted and consumers sought out “better beers”, unique in culture and flavor. Our low price-point and mild flavors compete with low-quality daily beers and offers an edge in the marketplace.
Corporate Social Responsibility (CSR) is the way a corporation achieves a balance between its economic, social, and environmental responsibilities in its operations so as to address shareholder and other stakeholder expectations. In general, when firms hold this wider encouraging role on the public by being engaged with stakeholders, a variety of profit can be produced for both company and the stakeholders. A key inclination is the combination of Corporate Social Responsibility (CSR) into the organization strategy, culture, mission and communications. By incorporating corporate citizenship into the company it is no longer an additional “nice thing to do” or something made to obey laws or regulations. Instead, corporate responsibility has become something business leaders and workforce want to engage in, frequently because executives who believe in the long-term see business profit. The four types of social responsibilities a...
Boston Beer Company has always structured themselves as a craft beer maker. Their strategy is to always strive to give their loyal customers a “better beer”. Their idea of a better beer includes giving their customer a higher quality, a better and unique taste, and a sophisticated image. Along with the strategy to a better beer for the customer, Boston Beer and Samuel Adams also pay close attention to their operations strategy. Their operations strategy includes paying close attention to the brewing process from start to finish. The producers are involved in every step of the brewing process. They hand select all of the raw materials, they br...
Boston Beer strives to efficiently warehouse the raw materials that they need. At times this can be a struggle because of shortages. Sometimes this can be caused by weather or environmental conditions. Other times it is caused by the supplier switching products in order to meet their financial needs or the needs of the other companies that it supplies for.
The Boston Beer Company is able to obtain relatively low-cost funds for their working capital and expenditures. The company is constantly in search of the lowest cost items without suffering the quality of their products. The company has thrived and has been able to expand to become successful due to their ability to achieve this.
Strives to be the leader in micro brewing while maintaining the core values it started with and had employee buy in even before it went” 100 % employee owned in2013” (Gorski, 2013).
Anheuser-Busch Companies, Inc. continually seeks opportunities to maximize shareholder value and increase efficiency. Through their extremely effective marketing
There is a link between corporate social responsibility and the key principles of the stakeholders, which a company should follow to be responsible to its stakeholders. The first stakeholder is environment and the key principle used for it is not damage the environment for example, recycling, dealing correctly with their wastes and emissions. The second stakeholder is the employees. The key principle for the employees is companies providing safe and health working conditions for their staff. Moreover, the employees earn an appropriate salary for ...
The company’s strongest impact and contribution to sustainability lies in the critical parts of their business which leads to the success and diversity of our associates (customers), food safety, health and nutrition, strong supply chain, environmental factors, and community/stakeholder engagement and impact of the people along with the CSR initiatives.
Heineken’s follows a differentiation business strategy and multi-domestic strategy. Heineken gains a competitive advantage by distinguishing their products by creating Premium Light beer line, portable draught beer system (DraughtKeg), and redesigning their bottles. Heineken Premium Light attracted customers without taking sales away from their other beer selection. The decision regarding the launch of their new product was to raise brand awareness in the U.S. market and react to changes in the growing global market. Major source of Heineken’s revenue comes from their subsidiaries. The mergers and acquisitions of the local beer brands in niche markets such as the recent five brewers in Nigeria have provided a gain in the local market share. Using a multi-domestic strategy, a major source of revenue results from their subsidiaries and they have had an increase in sales since 2006.
Young, D. (2012). Green Marketing & Marketing Ethics, Room 009, Block 17, Middlesex University Dubai. (25th March, 2012)