New Belgium Marketing Analysis

4108 words 17 pages
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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
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Water is also recycled for use in the plant’s operations.
They also use “day-lighting” which is the maximization of natural light to minimize electricity use.
All bottles and packaging are made from recycled materials.
This “green” approach to manufacturing has endeared New Belgium to many environmentally conscious consumers.

GRAPH A - DOMESTIC BEER MARKET

GRAPH B - CRAFT BEER MARKET

SWOT ANALYSIS 1. Strengths

Smaller specialized market
New Belgium Brewery is a craft beer company. Craft beers need large number of days to brew, so it is unlike Budweiser or Miller who could manufacture beer in large quantities and sell their products all over the world. A new beer is brewed every so often by NBB and put on the market for a limited time, usually four months. The beers are available mainly in the western states, including Kansas, Nebraska, Missouri and Texas. Because of that, NBB can focus on keeping the brews fresh, matching the consumer’s taste, or developing new product lines.

Unique product
While Jeff, who is the founder of New Belgium Brewery, was falling in love with the Belgium countryside, he was courting the beer. During his Belgium bike trip, he acquired a special yeast strain (now used in his brewery’s Abbey Belgian Style Ale), and upon returning to Colorado, Jeff started brewing the beer in the small basement of his Fort Collins home. Because of this yeast strain, he created many unique tasting beers such as Fat Tire, Abbey,

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