Brewery that makes beers Business & Marketing Essay

XYZ Breweries Business Plan
Student’s Name
Institutional Affiliation
Executive Summary
XYZ Breweries is one of the companies that deal with the sale and distribution of beer products in Troy, Michigan. The management is determined that the company will expand its operations in the entire by offering high-quality products. We anticipate that every procedure, policy, and the process will enhance the flexibility of the whole company from the concept of products to their dispatch. For that reason, all the departments, marketing, and manufacturing will have to work collaboratively for the organization to realize its full potential. The manufacturing department will be a strategic weapon towards the attainment of set objectives. Equally, our marketing goal will be ensuring that customers understand the needs that the available products can fulfill, thus creating the necessity to provide them with all the relevant information. Notably, we will formulate a market penetration strategy that will ensure every stakeholder recognizes the value of our products. One of the core business strategies will be offering quality brew based on customer needs.
Table of ContentsIndustry, Customer, and Competitor Analysis 4Company and Product Description 4Marketing Plan 5Operations Plan 6Development Plan 7Critical Risks 7Offering…………………………………………………………...………………………………8Financial Plan ……………………………………………………………………………………8
XYZ Breweries Business Plan
Industry, Customer, and Competitor Analysis
Michigan has a total of 700 microbreweries that provide a wide range of specialty and craft beer products. According to Garavaglia and Swinnen (2017), the brewery industry generates a total of $19 million while providing job opportunities to more than 40,000 individuals. According to statistics, the microbrewery segment in the state accounts for 20% of payrolls and aggregate revenues yearly. The working class, who appreciate high-quality traditional beers and corporate level, will be the main target customers for the company. While the working class will range from miners, such as administrative personnel, the corporate level will involve the managers who put aside their level after work and enjoy high-quality traditional beers that are easily accessible in urban areas of Troy, Michigan. One of the common bonds will be to enjoy high-quality traditional liquor that can fulfill their thirst. XYZ Breweries will pride itself based on competitive prices, high-quality standards, and changes in the market. Notably, we recognize that we need both tangible resources and intangible ones, such as management style, corporate culture, and customer relations (Bygrave & Zacharakis, 2009). We will use the elements to differentiate ourselves and have a competitive advantage over other close rivals in the market. The ultimate objective of the brewery company will be developing and strengthening license to trade in Michigan for the benefit of the community members.
Company and Product Description
XYZ Breweries is a medium-scale beer manufacturer that is located in Troy, Michigan. The business is relatively new in operation following its recent incorporation in the industry. XYZ Breweries will initially produce traditional liquor as a single product continuously for the first year of operations. We target to deliver a total of 60 barrels weekly, which will result in two weekly batches of 30 barrels (Rapai, 2017). The company will do kegging and bottling and operations, especially on nonbrewing days. Just as aforementioned, one of the key objectives will be establishing and strengthening license to trade while benefiting the entire community. As XYZ thrives, the local community will benefit from the value it provides and its operation as a corporate citizen. The initial plan is to produce beers in different flavors to suit varied needs among customers. The brewery company will sell its products in containers ranging from 250 ml ginger beers to 500 ml traditional beers.
Notably, the marketing team will distribute beer products to remote yet viable areas for a ready market and high-quality brew. Operation hours will commence at 9:00 a.m. to 5:00 p.m. with offerings both on the premises and in the form of take-outs. In some instances, the company will sell its products to retailers for further sales to retail outlets. The pricing of the beer products will consider people’s budgets and that everyone appreciates the products. However, the price will consider the costs of production and distribution so that we can remain viable and in operation. We will embrace direct marketing, personal selling, events, and advertising as the main promotional strategies. Importantly, the brewery company will be open to the public for sampling and tours.
Marketing Plan
Notably, XYZ Breweries might face competition from other brewery companies in Michigan, especially the ones located in Troy. For that reason, the company will have to implement effective marketing strategies, such as direct marketing, advertising, and personal selling for the target markets. XYZ Brewery employees will adhere to stringent principles and values as one of the ways of having a competitive advantage over close rivals in the market (Garavaglia & Swinnen, 2017). The traditional liquor will be in line with the existing practices in the area. Bygrave and Zacharakis (2009) postulate that the company has to ack...