When people mention beer breweries, people would probably say Anheuser Busch, Miller, and Coors, these three biggest beer breweries companies of the United States of America. They have total 78% market share of the United States beer industry. How do other small beer breweries to compete and challenge to these three beer giants? From the movie, there is a taste test of Bud light, Miller light and Coors light. Most people cannot recognize each of them, because these three biggest beer breweries use the similar formula for years. Another way to say is they were not actually meeting customer tastes and expectations. Thus, there comes an opportunity to these small beer breweries to make special tastes beer to compete and challenge to these three beer giants. Dogfish Head Craft Brewery noticed the importance of the tastes of its products, and it has meet the expectations of customers’ tastes. Its products have multiple flavors, and the customers can taste the spices and of the beer, which makes its products better than the big three. Dogfish could exploit these better tastes to achieve strategic competitiveness. As Same Calagionethe Founder, Dogfish Head Craft Brewery says: Anheuser Busch, Miller, and Coors, there weapon is advising, and our weapon has always been what’s inside of the bottle. This applies the external environment analysis. There are three parts of external environment.
First one, the competitor environment, which is focus on competitor, as the movie says, Dogfish has continue growing without chasing the big three giants, if Dogfish try to get the big amount market share just like the big three, it might be probably fail, because Dogfish only has 0.0002% of the market share. Because the big three have much more power than Dogfish, such as their capabilities, brand power and etc. The second one and the third one, the general environment which is focus on future, such as demographic, economic, political/legal, technological, and global dimensions;...
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