Boston Beer Company Case Essay

stress Information_ The Boston Beer Company, which was founded in 1984, had a very diversified thriving point of intersection roue which entailed ab go forth twenty contrary kinds of beers. Their growth was available in over cardinal various countries and used a cyberspace of around four hundred distributors. Revenues grew from 21 million dollars to 210 million dollars from inception to 1997._Problem and fortune Identification_ As a result of the callers result line and its variety, the high society encountered egresss guarding and upholding of their harvests such as Lightship which has been withering in recent years and which doesnt convey the volume like other yields to sustain distribution. Since the brightness beer business that Lightship belonged to was one that was apace growing, the Boston Beer Company felt the unavoidableness to investigate its mathematical products disappointment.The question to do so took place in different forms such as competition, securities industry, and financial analyses, customer surveys, and in the long run deep emotional analysis use the ZMET technique. _Alternatives_ One pick the research aggroup is withdrawing is introducing a new light beer into their product line. It is understandable that since the high-priced light beer manu itemure is one of the biggest and rapidly growing subject area in the beer industry, the Boston Beer Company wants to worry and take advantage of this field to gather in ground enhance its name and maintain its market fortune and its standing.However, there are issues in terms of positioning and marketing of this product. The product needs to be communicated as a light, rich, fun beer and targeted at a different audience that entails women. In addition to the fact that this option might cause combat in terms of the none chain of mountains organism a butch full-length beer brewer, using it doesnt solve the line for Lightship if Lightship is going to be kept i n the market offerings.Another option the research team considered was repositioning Lightship and throwing in more than effort and investment into the marketing of the product. It was manifest that, compared to one of their biggest competitors Heineken, the Boston Beer Company has had anaesthetise and sort-of failed to build a unique brand identity for this product. The product was not successfully differentiated and positioned in the market in order for it to build market share and improve standings.This failure could make it exhausting for the club to reposition itself and alter consumer perceptions to gain their interests and so it might be a waste of time and efforts. Finally, the last option is the dreaded one of not competing in this realm of the industry. This is a very extremum option since this realm is a coarse and growing segment of the market and they would be missing out on a lot if they decide to pull out it.The failure to fit into this field, however, might puddle proved that the Boston Beer Company is not dealnt enough and ready to compete in this segment. _Critical Issues_ There are both main overcritical issues that the company should consider when making the decision about their bunk in the light beer industry. One critical issue concerns the brand image the company has an umbrella brand image of being a premium masculine macho craft beer brewer and shaking that could be seen to influence consumer perceptions.The second critical issue relates to the field study and the results it yielded do they react our questions about how to position the light beer product or on whether we should even enter/keep products in this segment of the market. _Conclusion and Recommendation_ afterward reviewing the results of the various research techniques, the recommended option would be to introduce a new high-end light beer into the market (while probably retiring Lightship). fashioning use of the ZMET research results, this new product shou ld be positioned in a mien that represents an active, refreshing, and healthy lifestyle. Having a new product instead of improving Lightship is best in order to avoid the difficult efforts of having to change stubborn consumer perceptions. Also, in terms of the umbrella brand image of BBC being a macho tough image, having a come apart offering targeted at other audiences give probably add to the image of having cardinal instead of eroding the existing image.