6219 words 25 pagesTable of Contents EXECUTIVE SUMMARY 3 Part I - STRATEGIC PLANNING 4 BUSINESS MISSION 4 INTERNAL SITUATION ANALYSIS 4 Customer: User Profiles 4 Marketing Strengths and Weaknesses: 5 Managerial Strengths and Weaknesses 6 Financial Strengths and Weaknesses 7 EXTERNAL SITUATION ANALYSIS 7 Competitors: Their Influence 8 Industry Analysis 10 External Environmental Analysis 11 SWOT SUMMARY 14 WHAT ARE THE REAL, ROOT PROBLEMS? 15 CONSIDERATION OF ALTERNATIVE STRATEGIES 15 Considering the Ansoff Matrix: 15 Considering other strategies: 16 Part II TACTICAL MARKETING MIX IMPLEMENTATION 17 Promotions 17 PRO-FORMA MARKETING BUDGET 19 PLAN CONTROL 19 SOURCES 21
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They also attract beer enthusiasts who buy cans in regional specialty liquor shops. Foodies are a potential new customer segment, who may become attracted to Brewery Vivant’s cuisine and appreciate how the beer complements the food.
* Geographic Aspects
Brewery Vivant is currently a single building in Grand Rapids. There are plans to upgrade the building with an expansion and to provide a green beer garden. The brewery itself is a 20 barrel, three vessel brew house, with 20, 40 and 60 barrel cylindrical conical fermenters. (Brewery Vivant, 2013) They distribute their product regionally and in the urban Chicago and Detroit area.
* Frequency and Quantity
The frequency of visits by patrons to Brewery Vivant varies. The goal would be to increase the frequency through a more loyal customer base. They currently have a loyalty program called The Monk Club, but it could be added to and improved upon. The “quantity of use” for beer varies from person to person, as expected with a brewery. The goal of the brewery would be to increase the quantity consumed per visit- safely.
Marketing Strengths and Weaknesses:
* Current Market Share and Expected Market Growth
Brewery Vivant’s current market share is relatively small, selling 2,750 barrels (a barrel is 2 kegs) per year (Brewery Vivant, 2013). Their target growth is to distribute 5,000 barrels per year to MI and the greater Chicago area. They are also looking