Microbrewery- Situation Analysis

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Market Summary Our primary target market will be young professionals aged 21-35 who prefer premium and super premium beer. Secondary market are professionals that drink ultra premium beer. This mix does not need to be defined by the typical “strong” taste associated with microbrews. Our variety of beer is broad enough to include more a-typical beer drinkers as well as the higher end microbrew consumer. Liquor stores in our area are stocking larger selections of microbrews, this complements growth in our market as well. Market Demographics

According to the Neilson ZIP Code Look-up (2013), there are five main segments in Lumpkin County.
Back Country Folks: downscale mature people who are mostly older and without kids
Blue Highways: Lower-middle class without kids
Crossroads Villagers: downscale living and modest housing without kids
Shotguns and Pickups: Lower-middle class, young families with kids
Young and Rustic: Lower-middle class, younger, restless singles without kids

A major portion of our customers will not be registered residents of Lumpkin County such as students at the University of North Georgia and tourists.

Upperclassmen at the University of North Georgia would be a part of our target market, being young professionals in training aged 21-35. Total enrollment at the Dahlonega Campus has increased every year since 1994, and increased 4.97 percent in Fall 2012 from Fall 2011 to a total of 6,460 students (University reports steady enrollment growth, 2012). The Dahlonega currently has over 3,200 upperclassmen enrolled deeming this a strong potential customer base.

Tourists are attracted to the historic Dahlonega square every weekend. It also organizes annual weekend festivals such as Gold Rush which host over 200,000 people. This large potential market can be reached by serving our beer at an on square tasting room and select businesses on and around the square. Market Needs- what benefits are you providing to

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