New Belgium Marketing Analysis
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NEW BELGIUM BREWING CO.
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TABLE OF CONTENTS
EXECUTIVE SUMMARY 3
CORPORATE INFORMATION 5
SWOT ANALYSIS 9
PORTER 5 FORCES MODEL 14
PRODUCT MARKET MATRIX 22
CONCLUSION 23
REFERENCES 25
EXECUTIVE SUMMARY
The New Belgium Brewing Company is one of the leading producers of craft beers, or microbrews in the United States. The company was started in 1991 by Jeff Lebesch, an electrical engineer, and his wife, Kim Jordan, who was the firm’s first marketing director.
Lebesch was inspired by the beers and ales of Belgium while bicycling there. The company’s signature beer, Fat Tire Ale, was named after the mountain bike he used.
The company sells its products in the Western United States, but is seeking to expand its Markey area to other parts of the US. It is presently the third largest producer of Craft Beers in the US behind Boston Beer (which makes Sam Adams) and Sierra Nevada.
Revenue for last year totaled 111 million dollars.
Sales grew approximately 16% last year. The company is building a 76,000 sq. ft. addition to its current 100,000 sq. ft. plant to meet the increased demand and to satisfy new markets.
Growth in the Craft Beer market is currently strong.
One of the characteristics that make New Belgium unique is its environmentally responsible operations. They are the first wind-powered brewery in the country. They also have a wastewater recycling system that extracts methane for burning in the plant’s cogeneration equipment. They also use “day-lighting” which maximizes the use of natural light to cut down on
NEW BELGIUM BREWING CO.
[pic]
TABLE OF CONTENTS
EXECUTIVE SUMMARY 3
CORPORATE INFORMATION 5
SWOT ANALYSIS 9
PORTER 5 FORCES MODEL 14
PRODUCT MARKET MATRIX 22
CONCLUSION 23
REFERENCES 25
EXECUTIVE SUMMARY
The New Belgium Brewing Company is one of the leading producers of craft beers, or microbrews in the United States. The company was started in 1991 by Jeff Lebesch, an electrical engineer, and his wife, Kim Jordan, who was the firm’s first marketing director.
Lebesch was inspired by the beers and ales of Belgium while bicycling there. The company’s signature beer, Fat Tire Ale, was named after the mountain bike he used.
The company sells its products in the Western United States, but is seeking to expand its Markey area to other parts of the US. It is presently the third largest producer of Craft Beers in the US behind Boston Beer (which makes Sam Adams) and Sierra Nevada.
Revenue for last year totaled 111 million dollars.
Sales grew approximately 16% last year. The company is building a 76,000 sq. ft. addition to its current 100,000 sq. ft. plant to meet the increased demand and to satisfy new markets.
Growth in the Craft Beer market is currently strong.
One of the characteristics that make New Belgium unique is its environmentally responsible operations. They are the first wind-powered brewery in the country. They also have a wastewater recycling system that extracts methane for burning in the plant’s cogeneration equipment. They also use “day-lighting” which maximizes the use of natural light to cut down on