The Boston Beer Company

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Case Study # 02
The Boston Beer Company
Brewers of Smuel Adams Boston Lager (Mini Case)
MGT 504: Strategic Management

Prepared For

Tanvir H Dewan
Course Co-ordinator
College of Business Administration
IUBAT

Prepared By

Group: Indestructible

IUBAT-International University of Business Agriculture and Technology

25 May, 2012
Boston Beer Company:
The Boston Beer Company was founded by Jim Koch in 1984. The Boston Beer Company has been cited as one of the best companies to work for by Boston Magazine, one of the Best Entry-Level Jobs by The Princeton Review, and their beers have won more awards than any other in history. Samuel Adams beers were known for their distinct taste and freshness. The Boston Beer Company, Inc. is a publicly-traded company listed on the New York Stock Exchange under the symbol, SAM.

I. Current Situation
A. Current Performance:
The Boston Beer Company is engaged in the business of producing and selling alcohol beverages primarily in the domestic market and, to a lesser extent, in selected international markets. The Company’s revenues are derived by selling its products to distributors, who in turn sell the products through to retailers and drinkers.The Boston Beer Company, Inc. (“Boston Beer” or the “Company”) is the largest craft brewer in the United States. In fiscal 2011, Boston Beer sold approximately 2.5 million barrels of its proprietary products (“core brands”) and brewed or packaged approximately 13,000 barrels under contract (“non-core brands”) for third parties. During 2011, the Company sold over fifty beers under the Samuel Adams or the Sam Adams brand names, seven flavored malt beverages under the Twisted Tea brand name, three hard cider beverages under the Angry Orchard brand name and one hard cider under the HardCore® brand name. Boston Beer produces malt beverages and hard cider at Company-owned breweries and under contract arrangements at other brewery locations. In 2011, the Company estimates that growth of the craft beer category was approximately 12% to 14%, while the Better Beer category as a whole was up approximately 6% and the total beer category declined approximately 2%. The Company estimates that the Better Beer category now comprises approximately 20% of domestic beer consumption. The Company believes that significant opportunity to gain market share continues to exist for the Better Beer category.In 2007, Boston Beer Company had revenues of $341 million with Cost of goods sold of $152 million and $22.5 million of net income. From 2007 to 2009, revenues grew by 22% to $415 million with cost of goods sold of &201 million and $31.1 million in net income. In 2009 their Earnig per share was $5.09. The Boston Beer Company had no long term debt and only 14 million shares outstandin. In August 2010, the stock price was $67.

Their mission is “to seek long term profitable growth by offering the highest quality products to the U.S. beer drinker.” And the vision is “to become the leading brewer in the Better Beer category by creating and offering high quality full-flavored beers.” B. Corporate Governance:

* David A. Burwick (Class A Director)
Mr. Burwick has extensive experience in marketing consumer product goods and brand development. And here he is responsible for reviewing and evaluating the performance of the marketing strategy. * Pearson C. Cummin (Class A Director)

He is an experienced investor and a venture capitalist, with extensive experience in finance, public company corporate governance and executive compensation matters. Here he is responsible for reviewing of financial operation. * James (Jim) Koach (Chairman)

Jim Koch founded the Company in 1984 using his great-great grandfather's recipe and revolutionized the American beer industry. Mr. Koch currently serves as the Chairman of the Company. Until January 2001, Mr. Koch also served as the Company's Chief Executive Officer.  * Jay Margolis (Class B Director)

Mr....
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