New Belgium Brewing

3841 Words16 Pages
What follows New Belgium’s Folly?
Emmanuel Danmozie
Lyn Scott
John Towne

Texas Woman’s University
BUS 5133.51

April 23, 2011
Dr. Raman

Executive Summary
New Belgium Brewing’s original marketing strategy focused on relational marketing using a “barstool to barstool” method of marketing and creating “brand stewards” in a grassroots effort to spread the word about New Belgium’s craft beers. As the company’s brand and leadership strategy matured, the marketing became proactive and focused by creating bicycle events, interesting take-away merchandise and a touring taste-testing vehicle. By forming personal relationships with their customer base, NBB organically gained market share. To remain competitive in the craft brew market
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Situation Analysis
Internal Environment Analysis
According to authors Ferrell and Hartline, the first step in reviewing a company’s marketing strategy involves “critical evaluation of the firm’s internal environment with respect to its objectives, performance, allocation of resources, structural characteristics, and political climate” (Ferrell & Hartline, 2011).
In reviewing New Belgium Brewing’s current marketing objectives, strategy and performance it is important to note NBB’s dollar sales increase of 13.4% over the past five years. The brewery has a very strong market position as the third largest of the 1,625 craft breweries in the U.S. (Craft brewers boast bigger sales, 2010). New Belgium Brewing has five different product lines, with a myriad of beers in each category.
The next step in evaluating NBB’s internal environment is to thoroughly review the resources available to dedicate to the marketing strategy. Since New Belgium Brewing is a privately-held employee-owned company, financial information is not required to be publicly released and this is the policy of the company. There are no indications that the company is under financial stress. In addition to financial assets, a company requires knowledgeable and talented employees or human assets to achieve its strategic goals. New Belgium Brewing’s 372 employees
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