preview

Boston Beer Corporation Marketing 2014 Annual Report

Better Essays
Position Analysis
Boston Beer Corporation Marketing 2015 Annual Report

Prepared by Yangxu Wu (Camille)
Marketing Analyst

Report Distributed March 20, 2015

Prepared for
Marketing Strategy Committee
The Boston Beer Corporation
ABSTRACT
This report analyzes the current market position of the Boston Beer Corporation, Inc. The purpose of this report is to investigate current market elements for Boston Beer Corporation; therefore, advantages and disadvantages of the company’s performance will be demonstrated for future reference. The report will be mostly based on research in the industrial performance, the products, the market, and the competitive landscape. To better analyze the marketing position of the company, some parts of this report will be mainly focus on the most vital product of Boston Beer Corporation-the Samuel Adam Boston Lager.

The craft beer industry will be expecting a growing demand and supply in the next five years. Since the marketing strategies are not effective, the Boston Beer Corporation is facing the danger of losing market share in the future.

For Boston Beer Corporation, two suggestions will be presented with hope to expand company’s market share: (1) to innovative and offbeat branding the products (2) and to gain better control of distribution networks.

TABLE OF CONTENTS

ABSTRACT……………………………………………………………………….………….iii
EXECUTIVE SUMMARY……………………………………………………………….…..1
INTRODUCTION…………………………………………………………………………….2
Industry
Get Access