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Boston beer company case study
Ethical business practices
Boston beer company case study
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Small businesses success is dependent on the perceptions they create within their communities. A business trying to get established in their market depends on their local economy for support in order to get their name out there. If a business is not operating ethically or showing social responsibility to their community, they close those doors to the support they need in order to grow. Small businesses can have the greatest impact on a community by creating jobs and providing good and services for customers in smaller markets that larger corporations are often not interested in serving (Ferrell & Hartline, 2011).
It is vital for New Belgium Brewing Company to incorporate ethics and social responsibility into their business model. They
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The pros of their core values which rely heavily on strong ethics and social responsibility have managed to take their product from garage brewing company to building established distribution in many states across the US. They have shown the consumer they are conscience about their carbon footprint and support their community by giving back. But by relying on those assets has hindered their ability to develop a strong marketing strategy that can appeal to other markets. Although they are proud of the name they have built, they must understand they need to past their idea of not messing with a good thing. For years, they have thrived on word-of-mouth communication to sell the brand and have had a marketing strategy that consists of relational marketing (Ferrell & Hartline, 2011). With their competitive advantage being enhanced by their strong ethics and social responsibilities they show to their community, they must understand they cannot rely on their historical word of mouth marketing to strive in their business. They must find a way to bring the two concepts together in order to strengthen their business and excel above their
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.
This report addresses the issue of whether Amsterdam Brewery should invest and promote new products or continue to focus on current products. And, whether Jeff Carefoote should pay attention to whole brands or spent expense to increase brewing capacity. The report describes a strategic plan to ensure Amsterdam Brewery’s competitiveness in the market.
Yes I do think that New Belgium Brewing has developed a corporate culture that helps lead to ethical decision making. New Belgium Brewing although a small business is based in Colorado and founded by Jeff Lebesch was motivated while on a biking trip through Belgium. The case states “the company places great importance on the ethical culture of the brand.” (p.357) Furthermore explain that, what a company says and does must be synchronized. New Belgium Brewing knew about their core values and beliefs before the company was established. It adapted a triple bottom line to measure success was through profits, people and the planet. (p.358) Through New Belgium Brewing mission statement they dedicate it to quality, the environment, its employees, and to its customers. (p.358) Such as kindling social, environmental, and culture change as a business role model. Another example is Environmental stewardship: minimizing resource consumption, maximizing energy efficiency and recycling.
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.
There is no question that chain stores have a detrimental effect on the measurable character and community of small towns. Not only are residents effected economically and collectively, but the character of the area is also threatened or compromised. In conclusion, we should all take a step back and see how we can give back to our community by leveling the playing field for local businesses. The first step in doing so is to realize the negative influences chain stores impose on small towns.
Finally, my views have changed since the beginning of the term when I initially answered the question of how I would have direction Keurig and why I chose to stand by such claims. The first time I approached this situation, I answered with the overall mindset that is very similar to Friedman in the aspect that the one and only one social responsibility the business has is to use its resources in order to increase profits. Therefore, in my initial mindset, that was all that mattered. I described how the company should be mainly focused on the profits of the company and then worry about the “more current trends” of society as an afterthought – this was when I implied that caring for the environment was a trend that swept across society.
I was in northeast Portland over the weekend and decided to stop in at a brewery that Yelp users said not only had good beer but “it’s a nonprofit too!” I assumed they just misinterpreted the brewpub’s joke about its inadequate revenue. But no, the owners of Ex Novo Brewing Company, not far from a barbecue joint called The People’s Pig, really do describe their business as a nonprofit organization. Their website explains that “After covering our costs and building a small reserve fund, we distribute all of our net profits” to various charitable causes.
1. What environmental issues does the New Belgium Brewing Company work to Address? How has NBB taken a strategic approach to addressing these issues? Why do you think the company has chosen to focus on environmental issues?
Organizations often talk about themselves and their products when marketing to customers. The reality is that prospective customers do not care about you or your product -- they care about themselves. How much time does Budweiser's commercial spend focusing on beer? Absolutely none. Instead, the ad focuses on portraying a heart-warming relationship that every single viewer can connect with. Budweiser makes itself relevant to those watching the commercial simply by creating that experience. So stop focusing your marketing strategy on your company, product, service or yourself. Instead, develop a message that highlights what you are offering means to the targeted customer’s life.
Starbucks takes the standards of business conduct very seriously. Starbucks “support(s) the global business ethics policy and provide(s) an overview of some of the legal and ethical standards” (Starbucks Coffee) around the world and in every store they serve their customers. Another important factor is that Sta...
Ferrell, O.C. (2010). Case 8. New Belgium Brewing (A): social responsibility as a competitive advantage (pp 473-479).Mason, Ohio:South-Western/Cenage Learning.
Every thriving company must embrace some sort of code of ethics ground rules which will guarantee its success. In this case, Starbucks wants to promote high standards of practice; by selling the richest and aromatic coffees in the world to the ...
Although small businesses do not make a lot of major deals with large investors, most small businesses create profit revenue greater than large corporations. Small business creators are very brave considering only ten percent of small businesses survive. Unfortunately, some communities do not support local small businesses; they only support the large brand name and force small businesses to die out. Since small businesses will not have a name brand known around the world, many people from communities will not support them because they are not known on a national scale. “This, in turn will affect the local economy and drive capital out of their local economy. On average, for every one hundred dollars spent in an economy, if spent on a
Unfortunately, many small businesses fail or do not reach their full potential because the small business owner spends too much time working in the business, and too little time working on the business.
The launch of Mecca-Cola was a success, perhaps because it is providing a fresh alternative to common consumerism, while using political and social charity leveraging advantages. Nevertheless, Mecca-Cola is vulnerable to competition (specific target base, low entry barrier for me-too products), and its positioning appeal may wear out if world politics change. Mecca-Cola could be a sustainable business if it emphasizes on universal values that appeal to a broader, sustainable consumer base, rather than just another Anti-America alternative product.