Brewery Vivant

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Table of Contents
EXECUTIVE SUMMARY3
Part I - STRATEGIC PLANNING4
BUSINESS MISSION4
INTERNAL SITUATION ANALYSIS4
Customer: User Profiles4
Marketing Strengths and Weaknesses:5
Managerial Strengths and Weaknesses6
Financial Strengths and Weaknesses7
EXTERNAL SITUATION ANALYSIS7
Competitors: Their Influence8
Industry Analysis10
External Environmental Analysis11
SWOT SUMMARY14
WHAT ARE THE REAL, ROOT PROBLEMS?15
CONSIDERATION OF ALTERNATIVE STRATEGIES15
Considering the Ansoff Matrix:15
Considering other strategies:16
Part II TACTICAL MARKETING MIX IMPLEMENTATION17
Promotions17
PRO-FORMA MARKETING BUDGET19
PLAN CONTROL19
SOURCES21

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 the upcoming outdoor expansion

Recognizing that Brewery Vivant is a small business, promotional activities will need to remain low cost. With this in mind the communication channels will leverage social media, publicity and activities at the pub. A focus will be on incentives to visit Brewery Vivant and can range from coupons to hosting events. For instance, beer and food pairing sessions would help attract “foodies” who might otherwise not consider visit a brewery.

Brewery Vivant’s goal may be considered modest, but their chosen path is remain a great company, not a large one. The recommendations provided in this paper will help ensure their goal is achieved.

Part I - STRATEGIC PLANNING
BUSINESS MISSION

* Strategic Business Unit

Brewery Vivant is a brewery that also has a pub, with a vision to make craft beer and offer a food that complements it. The focus of their plan will be to have business growth in sales from 2,750 barrels per year to 5,000. The intent is to do this through a combination of promoting their beer selection, food choices and unique brewery environment.

* Core Benefits

Brewery Vivant offers a unique selection of Belgian-inspired brews for craft beer enthusiasts with a cuisine is meant to complement the beer and vice versa. The location of East Hills is an up and coming neighborhood, with little boutiques and specialized restaurants in walking distance popping up. Brewery Vivant, located within East Hills, is formed from a refurbished funereal home which offers unique ambiance to food and beverage selections.

INTERNAL SITUATION ANALYSIS
Customer: User Profiles

* Market Segments

By volume, 80% of craft beer was enjoyed by white (non-Hispanic) consumers, over half of them in the 21-44 year age bracket. More than 75% earned at least $50,000/year, and 43% were college-educated. This market segment strengthens Brewery Vivant ability to sell higher class beer with complementary food, because this market is...
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