1. New Belgium Brewing Company gained its optimistic reputation from tremendous marketing strategies and social responsibility from its product, employees, and stakeholders. Starting its brewing company, from a small basement, Jeff Lebesch turned his vision of competitive brewing into reality. New Belgium Brewing Company offers favorable, high quality ales and beers from Fat Tire Amber Ale, Sunshine Wheat, and Blue Paddle. The organization’s cornerstone of its strategic focus is building relationship with employees, customers, the environment, and the community as the reason for this is New Belgium’s extensive marketing plan and its mission statement and values. After dissecting the case study, New Belgium’s important competitive advantages were organizational advantages, Human Resources Advantages, Product Advantages, Distribution Advantages(Ferrell & Hartline, 2011). …show more content…
New Belgium mission statement and core values is to strive as an organization is to strategize its marketing plan by focusing on promoting a high quality product for its target market(beer connoisseurs), exceeding consumers’ expectations, environmental stewardship, and having a balance for the needs for the company, staff, and families. New Belgium also maintains social responsibility by providing sustainability for the environment and giving back to the community. Human Resource Advantages. In this advantage, New Belgium strives to ensure its employees are committed and satisfied with their jobs. For example, NBB offers its employees company perks such as catered lunch for one year of employment, an all expense paid trip to Belgium to study beer culture for five years employment, and train employees through an Open Management course which allows employees to be trained on the financial aspects of the organization as well as help them understand the financial overhead
The two organizations explained in this assignment are “Anheuser Busch” and “MOLSON Coors”. Anheuser Busch is a multinational company brewing more than 100 brands in the United States and holds a 45.8 percent of the beer market share1. The company is recognized as the No. 1 brewing company by Fortune magazine – “World’s Most Admired Company”2. Dreaming Big, Unity and Culture are the three main driving values and guiding principles which account for the success the company has achieved during the years1. All these combined with the dedication and motivation
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.
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.
Breckenridge Brewery has a strong business in brewing beer. Due to the lack of professional management expertise and venturing into the wrong business, the company has not been able to turn in a profit. It is important that the company try to resolve these problems as soon as possible. Only then, will the company get out of the red and hopefully, move on to a higher level.
The purpose of this case study is to explore the implications for expanding the products offered by Mountain Man Brewing Company (MMBC) from one product, Mountain Man Lager, to adding a Light version of the beer. This paper will evaluate the following:
It adapted a triple bottom line to measure success through profits, people and the planet. Through New Belgium Brewing's mission statement, they dedicate it to quality, the environment, its employees, and to its customers. p.358) Such as kindling social, environmental, and cultural 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.
Research and development incur high costs, which minimizes profitability. New beers are more difficult to implement due to changes in equipment, process of brewing various batches, but since this method is already in process at Amsterdam, they are practiced in overcoming these issues. Cost incurred would be high due to research and development, and changes in equipment. New products would also limit brewing capacity as they would not be able to make vast amounts of one kind, and the speciality beers required a longer brewing time.
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).
of a firm to attain new forms of competitive advantage (Müller, 2011). It is due to these
Hendersern and Stern 2000, ‘Untangling the origins of competitive advantage’,Strategic Management Journal, Vol. 21, pp. 1123-1145.
...M. E. (2008). Competitive advantage: Creating and sustaining superior performance. New York: Simon and Schuster.
Firstly, there is a need to focus on the company competitive dimensions before embarking on the decisions. In this aspect, the Competitive capabilities are the Cost, Quality, Time, and Flexibility dimensions that a process or value chain actually processes and is able to...
We can define competitive advantage as simply what a given company excels best at. This could be the distinguishing factor as to why consumers purchase from your company and not the competition. This could also be understood from the perspective of quality that a business can create for the consumer.