cherns sourcing
The Brewing Industry Analysis
Authors:
Brent Gilani, Chelsea Seele, Mesa Rangel,
Teddy Argerter, and Zane Hyland
Title
Page
Table of Contents
2
What we’re doing
3
Our Target Market
3
Our Competition
4-11
Our Market Size
12
Law of the Industry
13-14
Ecological Factors
15
Technological Factors
16
Economical Factors
17
The Boomin’ Beer Brewin’ Industry
18-19
Beer is Attractive
20-21
Bibliography
22-23
Table of Contents
What we’re doing:
Imagine a beer that filled your taste buds with pure sensation, while also incorporating the highest quality of ingredients. That’s what the brand The Brewery strives to do. We believe in producing the highest quality beer for our consumers, using only natural and organic ingredients. Our goal at The Brewery is simple, to produce an outstanding beer at a price point that is unmatched by our competitors. Our communication objectives at The Brewery, is to develop brand awareness, change customer beliefs or attitudes about the company, encourage repeat business, increase sales, and enhance the firm’s image. The subsequent pages outline strategies and tactics that will illustrate how the company will attain these objectives. In this industry analysis, the following will be addressed: the target market for the product, the competitive environment, market size, labeling and distributing laws, ecological issues, technology factors, the economy, current trends, and the factors that will make this industry attractive and viable.
Our Target Market:
The Brewery is a brand all about lifestyle, and we know how important it is to promote the brand in a way that screams hip, vibrant, and now. The target market at The Brewery is people between the ages of 21 and 35. The Brewery is a company, concerned with the upper level and post college market, with the intent of attracting a following of people who will be committed to the brand throughout their
Authors:
Brent Gilani, Chelsea Seele, Mesa Rangel,
Teddy Argerter, and Zane Hyland
Title
Page
Table of Contents
2
What we’re doing
3
Our Target Market
3
Our Competition
4-11
Our Market Size
12
Law of the Industry
13-14
Ecological Factors
15
Technological Factors
16
Economical Factors
17
The Boomin’ Beer Brewin’ Industry
18-19
Beer is Attractive
20-21
Bibliography
22-23
Table of Contents
What we’re doing:
Imagine a beer that filled your taste buds with pure sensation, while also incorporating the highest quality of ingredients. That’s what the brand The Brewery strives to do. We believe in producing the highest quality beer for our consumers, using only natural and organic ingredients. Our goal at The Brewery is simple, to produce an outstanding beer at a price point that is unmatched by our competitors. Our communication objectives at The Brewery, is to develop brand awareness, change customer beliefs or attitudes about the company, encourage repeat business, increase sales, and enhance the firm’s image. The subsequent pages outline strategies and tactics that will illustrate how the company will attain these objectives. In this industry analysis, the following will be addressed: the target market for the product, the competitive environment, market size, labeling and distributing laws, ecological issues, technology factors, the economy, current trends, and the factors that will make this industry attractive and viable.
Our Target Market:
The Brewery is a brand all about lifestyle, and we know how important it is to promote the brand in a way that screams hip, vibrant, and now. The target market at The Brewery is people between the ages of 21 and 35. The Brewery is a company, concerned with the upper level and post college market, with the intent of attracting a following of people who will be committed to the brand throughout their
Bibliography: Works Cited 2010 World Beer Cup Winners, 2010 About Colorado Mesa University. (n.d.).Colorado Mesa University. Retrieved September 29, 2012, from http://www.coloradomesa.edu/about/index.html Brew Beer and Drink it Corporate Sustainability Report. (2012). Retrieved Sept 29, 2012 from http://www.newbelgium.com/culture/alternatively_empowered/sustainable-business-story.aspx Craft Beer Fair Advertising FAQ: A Guide for Small Business. (2012). Retrieved Sept 29, 2012 from http://smallbusiness.findlaw.com/business-operations/fair-advertising-faq-a-guide Food and Dining Article Government Beer Regulations. (2012). Retrieved Sept 29, 2012 from http://www.beer-brewing.com/beer-brewing/government_beer_regulations/federal_beer_regulations.htm Innovation & Technology Kannah Creek Brewing Company. (2012). Retrieved September 29, 2012, from http://www.kannahcreekbrewingco.com Labeling and Formulation Approval Number of Breweries. Brewers Association. (2012). Retrieved September 29, 2012, from http://www.brewersassociation.org/pages/business-tools/craft-brewing-statistics/number-of-breweries