HR strategy

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Case Study

BULLMAN’S BREWERY CO LTD

Background to the Case Study.

1. Bullman’s brewery was founded in the 1880s by the Bullman family and is based in the Toxteth area of Liverpool. The company owns two breweries, one in Toxteth and one in St Helens, together with 400 public houses and off-licences situated in Liverpool, Merseyside and Lancashire. The two breweries together produced 190,000 barrels of beer in 2011, although at their peak output in 2007 they turned out 240,000 barrels. Excluding the company’s tenants, some 1500 people are employed at the breweries, in distribution, in the small soft drinks subsidiary, in administration and as public house managers.

2. From its foundation until 2011, the company was run by
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Bullmans market position.

The company is far too committed to static or declining sectors:

% of total output
Draught Beers 2009 2010 2011 2012
Mild 33.5 31.4 32.2 35.0
Best Bitter and stout 15.0 14.8 14.5 14.0
Bitter 24.0 25.0 27.2 26.5
Lager 6.5 6.0 6.2 6.8
Total 79.0 77.2 80.1 82.3

% of total output
Packaged Beer 2009 2010 2011 2012
Light, pale, export 4.0 5.5 5.0 4.5
Lager 3.0 2.5 2.5 2.7
Brown Ale 7.0 7.5 6.5 5.0
Stout 5.5 6.0 5.0 4.5
Strong Ale 0.5 0.5 0.4 0.4
Party Cans 01.0 1.8 0.5 0.5 21.0 22.8 19.9 17.7

The obvious weakness stems from :

1. The firm 's failure to develop a good, popular draught lager. The present brand 'Krumback ' was launched in 2000 and is brewed at St Helens. Despite the fact that is it now sold in 90 per cent of the tied
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