Marketing Plan-Brewery Starting Up

Description

Steady Brewery is a medium sized brewery corporation that will be situated in the developing industry Centre of New York city in America. The business is relatively fresh in the starting up phase having been integrated into the recent. The company is on the brink of getting into the profitable market in the economy that is relatively growing. The current trends towards the rise of entrepreneurs as well as competition amongst the companies that are already existing offer a valuable opportunity for steady Brewery to effectively penetrate this market. The company will be both services as well as products oriented. In that, it will be focusing on creating the best quality products in the market while focusing on satisfactory services to the wholesalers and distributors which will impact the consumers in general.

Our prime goal will be mainly to create an establishment as well as strengthen our trading license that will mainly be bestowed by the communities which we shall be operating in. As Steady Brewery prospers and develops the communities are bound to acquire the benefits as well from the general value that will be created by Steady Brewery and its general conduct as the citizen corporate. The original plans of the two produce beers with at least three differing flavors which will be created and sold in differing container sizes that will range from 250 ml that will incorporate Ginger beer to the traditional 500ml beer. The products will be distributed extremely to all remotes and viable particularly to the appreciative ready available markets with beer that holds the best quality.

For prosperity to be acquired Steady Brewery needs to maintain responsiveness and flexibility so that it can fully delight to the consumers by offering every product and associated services that they need when it is needed before the competitors offer it. This, therefore, creates the necessity of interactions amid all the functioning sections specifically amid manufacturing and marketing so that the company can realize the full capability while the manufacturing is being utilized as the strategic approach (Gammelgaard, Dörrenbächer, & E.E.P, 2013).

Mission and Vision Statements

Steady Brewery mainly intends to mainly create a pleasant, sociable and enjoyable environment via the provision of the high-quality brews refreshing. Therefore the corporation mainly aims at assisting the generation of a relaxed and welcoming atmosphere that reflects of individuals who are enjoying themselves. The corporation is sensitive on tasting, looking as well as getting the best feel of the best beer that will be characterized by affordable prices that will be determined by the market. From the internal surrounding, the company’s intention is to create as well as nurture a rather creative, respectful as well as an enjoyable plant and administration surrounding. Additionally, follow ups will be mandatory assessments so that the satisfaction of consumers can be enhanced and immediate improvements made as stated by consumers for future success. The company will mainly seek to acquire fair profits that are adequately responsible in maintaining the healthiness of corporation financially both in the short and the long run to compensate investors and owners fairly for the risk and money.

The company intends on obtaining ISO 9000 business certification so that the products can be approved and recognized legally. This will mainly be of assistance in global and domestic penetration for the future market objectives. This will happen after the company has been established in the domestic markets. The company’s mission statement is: to prudently attend to hygiene details in the company’s brews while upholding high-quality production in all the given levels. To attain full consumers and stakeholders satisfaction.

Vision Statement

The company’s vision is to establish a medium-sized brewery corporation in New York which will become the preferred option for all the locally prepared beer lovers.

Potential Market Segments

Steady Brewery will mainly be focusing on the working class and the corporates have given that they appreciate quality traditional beer. The working class will mainly be ranging from the middle-aged individuals because they occupy the largest portion within the market up to the older persons for the traditional beer love. The corporate market segment will mainly be made of administrative personnel within the reputable and well established businesses given that although they understand their reputation as well as image they need time off their duties particularly in the evening or during the weekends so that they may enjoy the highest quality traditional beer which is not mainly accessible within the urban sectors.

The most important potential consumer's groups are individuals located in both in urban and the rural surroundings who are mainly engaged on converging daily in debating and socializing about local matters. These are mainly the potential consumers who are objected at ensuring that they have fun while engaging in the enjoyment of refreshing beverages (Pride & Ferrell, 2014). These consumers do not mainly wish to waste any time in creating self-brews but they highly appreciate a quality beer that is offered at reasonable prices. In addition, the corporation also wants to attract the local and international tourists who come to the city and are in search of attaining a favorable experience while enjoying traditional drinks and meals which will offer unique changes from the common beverages.

Segmentation Strategy of the Target Market

The company’s marketing strategy mainly will be grounded on making ensuring products availability to the appropriate consumers. The company will be ensuring that its products pricing mainly considers individuals budgets as well as ensuring that it is appreciated and the access points well communicated. The general marketing will, therefore, be conveying quality in every picture’s sense, every campaign and promotion. For now, there is a segment approach sense that exists already in the manner in which the company defines its target sector. The company is choosing mainly to offer competition in those areas that mainly offer themselves to the domestic competition, channel, and service areas that match its abilities and avoids its incapability. This strategy calls for the progress of relations growth with distributors, suppliers as well as retailers so that the business can be supported fully. Often follow-ups and visits will be conducted in all the areas so that the expectations of the consumers can be met.

The company’s target is, in particular, increasing towards making a recognition of the differences that exists amid high and poor quality brews. This can be considered as an important trend for the company given that it mainly represents its targeted market. Currently, the industry has accommodated a significant number of persons who appreciates highly the availability of traditional brews while existing in the urban regions (Pride & Ferrell, 2014). In this context, the company is mainly objected as ensuring that is the whole packaging is attractive as well as respectable. In today’s stressful working surrounding it is dictated that people should mainly consume healthy especially in the summer periods. This, therefore, offers an opportunity that should be exploited by the company by marketing the healthy features of all or drinks.

Environment Analysis

Operating in a predominantly anticompetitive market structure, a competition that exists in the manufacturing brewery industry, in general, cannot be described as intense in reference to the competing numbers. However, this has mainly been created by the dominance of a number of well-established corporations which have acquired significant portion for operating for the longest period (Ferrell & Hartline, 2011). In general, the company will engage in stiff competition given that it is objected at penetrating from low to the middle earning consumers. Simultaneously the corporation will be engaging in a differentiation so that is products and services can differ from those that the competitors are utilizing. In the context of selling domestically brewed beer, this creates a wider range of consumers. In that our products as well as services cannot be restrained to a single group but it will be available to all the consumers who have fallen for domestically prepared beer and those willing to try. While assessing the macro and the micro surrounding. This, therefore, means that the company must adhere to all the legal requirements before beginning the operations.

Macro and Micro Environment

As the company will be operating in a highly lucrative sector in the economy that is growing rapidly its main strength is the capability to respond in a quick manner to the needs of the market in the provision of quality brew in the progressive market. Additionally, via aggressive quality management and aggressive marketing, it is the intention of the company to grow to a respected and known corporation (Valentin, 2014). The primary personnel is characterized by thorough and wider knowledge in relation to manufacturing which will facilitate market penetration. However, the company acknowledges its inability based on being a medium sized corporation where there is no much competition and the fresh competition threat. The macro and the microenvironment will be summarized using a SWOT analysis to demonstrate how each aspect affects the corporation.

Strengths

The primary strength that is owned by the corporation is having a diversified and differentiated market segment. This will work in ensuring that dependability is created within all its market. In addition, consumer satisfaction will be achieved in this context which is amid the primary intentions of the firm in overcoming competition. Strategic strategies implementation and market segmentation are an additional strength. In that, the company has chosen a differentiated market that focuses on offering favored as well as traditional beverages. This strategy, therefore, works in ensuring that the company is subjected to the most beneficial opportunities within the market without fail. This market is occupied by less corporation which will seek to create a competitive edge. The company holds a strong finical base that it seeks to maintain in maintaining operative healthiness. This will mainly be supported by having expertise skills, focused as well as aggressive marketing approaches that are accompanied by clear strategies and goals.

Weaknesses

Despite the fact that the company is well established internally it is characterized by some weaknesses which require being addressed thoroughly. To begin with, the company will necessitate more marketing efforts as it lacks a desirable reputation when compared to the competitors given that it is new in the market. In addition, the introduction of fresh organizational practices who have not previously participated in other larger corporation is challenging. When compared to the competing firms its market base is lower which might affect both its marketing and general operations. The lack of suitable channels of distribution may hinder its general capability to build a reputation within the shortest period.

Opportunities

The company has established a specified niche which refers to the high-quality domestic brew appreciation, refreshment, and enjoyment which has not yet been adopted by the competitors. This implies that the company will have the opportunity of acquiring a significant portion that may generate valuable profits. The middle class and middle ages generations hold greater appreciation of attractive packages due to image consciousness (Lamb, Hair & McDaniel, 2013). In addition, healthy aspects might attract a wider range to the rise of health issues. The ease of market penetration is an additional advantage which implies that the corporation will not struggle much.

Threats

The current market growth can lead to industrial saturation via the increased competition. The competition would, therefore, be acquired from differentiated sources. To begin with, the market holds a stiff competition which will mainly be generated by the availability of fresh marketing approaches as strategies mainly by corporations which are well established. It is challenging to overcome the competition given that the companies are well established (Lamb, Hair & McDaniel, 2013). In addition prices intolerances particularly by the foreign suppliers are bound to happen which might result in losses or undesirable profits.

Target Market

Locally prepared beer indeed has a wide range of consumers but the market must be segmented so that the target can be valuable. In this context, the company’s beer will not be restricted to a specified group but it will mainly focus on those that are interested in beer produced locally and the curious persons wishing to attempt it. In this perspective, the company’s market for the locally generated beer will be targeted at the following individuals both in urban as well as rural locations. The targets will include business individuals, locals, college students, tourists, corporate personnel and middle class and middle aged persons. The corporation selected this particular segment based on its general interests on trying fresh things that tend to be unique and classified. In addition, these are the groups that make the most contribution when it comes to beer purchases. The corporation has all that is required in running this business particularly in New York that will perhaps contribute to building a national brand.

The company will mainly focus on these groups because they appreciate highly the availability and the quality of a traditional and locally generated beer. The working group will mainly range from business persons to corporate executives as they occupy the largest market portion in reference to beer consumption and populace. The groups will, therefore, constitute of the individuals who clearly understands the quality and aware of the fact that the products are respectable and will not, therefore, be directed on ruining their images as well as hard built reputations. The most probable consumer group belong to the individuals in the urban as well as the in the rural settings who are involved in social interactions during free hours (Calagione, 2011). The company intends on appealing to the consumers who are in search of differentiated products and quality services that cannot compare to their usual. These large markets have mainly been selected on that traditional beer is close to opaque in America and thus the target consumers’ needs and exploitation.

Product and Service

Steady Brewery will mainly be set out in order to offer products of the best quality that will create a jovial surrounding. The company mainly intends to offer all its consumers with more than just beverages in quenching thirst. In that, it will be providing brewed products with extreme desirable quality that despite quenching thirst it creates the ability for individuals to enjoy their time while maintaining proudness. Raw materials and technological assembly’s quality that will be present in all the products will mainly serve in enhancing consumer’s appearance thus adding respect to their existing status. Steady Brewery will mainly be established with the primary objective of selling beer that is prepared locally in differing flavors to the esteemed consumers. This is because the primary intention of the corporation is to create satisfaction so that consumers can be retained while others are being attracted. Consumer satisfaction is highly needed for the success of any business as high satisfaction leads to a desirable company’s reputation (Calagione, 2011). Beer is the product that the corporation will be selling but in different tastes and differing sizes to fulfill the needs of the diversified consumer segment. In that, for instance, college students and middle-aged persons might not prefer similar tastes with corporate executives particularly those above 40 years. This, therefore, demonstrates the necessity for tastes and sizes differentiation to accommodate individuals even from lower socio-economic classes with the desire for quality.

The beer will be differentiated in a number of types to suit the preferences and tastes of all the consumers. This will include Amber Beer, Pale Beer, Cider Beer, Hebrew, Dark, Gluten as well as organic beer. Offering traditional and locally brewed beer to the consumers is not adequate because what is needed mainly is the general capability to ensure that the beverage consumer’s needs are accomplished in different approaches (Calagione, 2011). The company will, therefore, seek to incorporate foreign ingredients similar to those utilized by the successful global corporations such as those from France and Italy. This will create the general ability to penetrate and create a firm establishment.

In reference to the service aspect, Steady Brewery marketing strategies will mainly engage an essential component of total quality delivery. This will mainly be influenced by the high exposure degree that is held by the current competitors. In this context, consumer servicing will be utilized as the prime strategy in retaining consumers. This will also involve constant consumer’s follow-ups in ensuring that satisfaction with delivery and the respective products are satisfactory. This is mainly due to the fact that the company does not intend on the consumers being single time buyers but they should be retained in the long run. Creating relations amid the company and its consumers will be a continuous procedure. These strategies will offer the company with strategic options of acquiring better positioning. Targeting shall be accomplished on the ground of prior purchases in regards to frequency, products, and size so that future demands and survival strategies can be forecasted.

Pricing

In the beginning, the company’s pricing will be lower than what is offered in the industry as an approach to attracting consumers. This, therefore, means that pricing will not be controlled rather this will be dictated by conditions within the market. In this sense, this will mainly involve the products which are additionally generated by competitors since they normally represent consumers scale.  However, the corporation recognizes that the charges should be appropriate for the effort and quality that shall be offered additionally to products distribution. In this context, it is intended that the affordable pricing approach will mainly accommodate all the dominating markups within the industry as well as the operative costs.

In order to gain competitiveness within this market, the company will offer discounts but not on regular basis is given that the pricing will be lower and higher discounts might result in losses (Westwood & Institute of Directors, 2002). However, products affordability and services quality will facilitate in establishing consumer loyalty. Future pricing modifications will be made in reference to the performance of the market. In addition, changes that might occur within the sector may force the corporation to change its pricing so that the target value can be achieved while financing operations. The income structure shall be designed in a manner that it matches the operative costs in creating a balance.

Branding

Steady Brewery’s packaging will be of the highest significance given that it will actually influence the probable consumers on whether to attempt the given services and the associated products or not. The company will brand its products as healthy, affordable and of the highest quality. The corporation will seek to ensure that the products are not only attractive and of high quality but hygiene will also be accounted. Packaging matters in today’s market given the fact that most consumers will judge products based on the appearance and therefore the company will seek to appeal to all its consumers. With time progression the company aims at having that permits the utilization of containers for additional purposes after beverage consumption, for instance, water storage.  This will also facilitate improved delivery to all the retailers without the occurrence of damages.

In the short and extended run, the corporation the company values the surrounding, therefore, the packaging shall be an environmentally friendly one. This will help in gaining trust and the sense of being responsible for the communities. In return, the company will not only gain loyal consumers but the profitability range will also be increased. The packaging will be a recyclable one which will result in being friendly to the surrounding which is a consistent improvement procedure (Calagione, 2011). Continuous packaging modifications will also be made in maintaining as well as improving the appeal of these products. In the beginning, the products will only be offered in 250 and 500 ml packages. However based on the markets dictation fresh products packs might be introduced to create flexibility.

Distribution Strategy

It is the company’s belief that via the obsession for acquiring improvement as well as being committed to acquiring a desirable leading position in the industry all the traditional binding barriers of firm’s size, resource basis and the narrowed theory of the business domain can be overcome. This will mainly be taken via logical integration and coordination of all distribution operations. The company is mainly objected at lowering the cycle period for all the primary procedures, eliminate wastes and reworking and optimize the utilization of human resources. In obtaining low lead period the company will seek to make supply orders based on demands and production volume. The primary trading channels that the company will utilize as retail distribution and wholesale channels. Through the two channels, it is easier to create products available to all the consumers even for those that are located in the remote regions (Calagione, 2011). Retails tend to break goods thus offering them in single pieces which might promote sales in the low socio-economic regions and for groups such as for all the college students. This will result in the creation of convenience and flexibility which will play a crucial role in building better relations and increasing satisfaction (Calagione, 2011). In that products that are easily accessible are highly valued and appreciated as consumers are not forced to struggle in acquiring them which might lead to substitution.

The corporation mainly aims at ensuring that all the Brewery are situated near the primary centers of distributions so that the transport and operative costs can be lowered as well as ensuring that the products can be accessed as ease in the appropriate conditions in all the differentiated markets based on regions. Through establishing improved relationships and better engagement with retailers as well as stores retailers it is apparent that the company’s products will be available readily to all locations in all the given times. In regard to the real delivery for all the vehicles, all the costs involved such as fuel or maintenance will be recorded daily so that it may be compared with the standards set (Calagione, 2011).

Communication Plan

The communication strategies will particularly be grounded on creating awareness through informing the potential consumers of the company’s existence as well as creating the most suitable information in reference to the target consumers. On the grounds that the company mainly targets different consumers segments the communication tools and information might differ slightly in matching each targeted market. However, in all the given sets the communication message will be to convey the quality sense, health and refreshment in each visual, published reports or promotional posts. Effective communication will mainly be achieved via promotion.

The promotional campaign thus will be utilized in promoting beer’s sharing aspect and consumers groups participations while enjoying the product. All the promotional activities that will range from advertising, direct marketing, public relations and campaigns will be focused in the direction of driving the company’s general approach in a committed manner thus developing both inner consistencies as well as preparedness in the occurrence of any huge transformation. In such market conditions, the corporations can never afford to offer lower quality goods that may appear to be lesser than the competing one. Direct marketing will be utilized in creating direct relations with consumers to understand their feelings and satisfaction rates.

Advertising is the most expensive communication approach but it is the most appropriate in reaching a wider individuals range (Stasch, 2010). The tool will mainly be making emphasis on the firm’s offering and why their services and products are the preferred option when being compared to the competitors. The public relation will be utilized because the firm is new in the industry and therefore there will be the necessity of organizing events so that introductions can be made to the market. This will seek to appeal to potential investors and consumer. This will create opportunities for listening to the general needs and the responses by consumers.

 

 

 

 

 

 

 

 

 References

Calagione, S. (2011). Brewing up a business: Adventures in beer from the founder of Dogfish Head Craft Brewery. Hoboken, N.J: Wiley.

Ferrell, O. C., & Hartline, M. D. (2011). Marketing strategy. Australia: South-Western Cengage Learning.

Gammelgaard, J., In Dörrenbächer, C., & Edward Elgar Publishing. (2013). the global brewery industry: Markets, strategies, and rivalries.

Lamb, C. W., Hair, J. F., & McDaniel, C. (2013). Marketing. Mason, OH: South-Western/Cengage Learning.

Pride, W. M., & Ferrell, O. C. (2014). Marketing. Australia: South-Western Cengage Learning.

Stasch, S. F. (2010). Creating a successful marketing strategy for your small new business. Santa Barbara, Calif: Praeger.

Valentin, E. K. (2014). Business planning and market strategy. Sage Publication.

Westwood, J., & Institute Of Directors. IOD. (2002). the marketing plan: A step-by-step guide. London: Kogan Page.