Boston Beer Company Marketing Strategy

Marketing Plan: The Boston Beer Company
Anthony M. King
Embry Riddle Aeronautical University

Abstract
This marketing plan explores the fundamental goals of the Boston Beer Company for status retention, market growth, and product expansion. The publications and information researched support thorough analysis of the current market, product assessment, review of competition and current distribution strategies. The company’s threats, opportunities, strengths and weaknesses have also been assessed to provide insight to the Boston Beer Company’s motives for marketing approach. As a result, several marketing strategies have been suggested, specifically within the categories of positioning, product, pricing, and distribution. The proposed action programs within this marketing plan illustrate the company’s intent to follow these strategies. It was also necessary to address the company’s objectives and issues to emphasize the importance of their planned goals and ability to successfully achieve them, despite obstacles that have presented themselves in the craft brew industry. Finally, a review of the company’s budgets and controls has been provided to reinforce their
Because of the degradation to the brew they so passionately love, the Company has refused every time, missing sales opportunities for the better of the experience, and the balance and flavor of the beer. In The Boston Beer Company 2012 Annual Report, they finally included a positive response to the frequently asked question by responding that the company “undertook a big research effort to see if we could create a can worthy of holding a Samuel Adams beer. We are pleased to report that by the end of 2012 we concluded we could do it.” (2012). This will be a primary focus as the Boston Beer Company claims the cans will be released