New Belgium Marketing Analysis Essay

4112 Words Dec 19th, 2008 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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The two top-selling brands, Budweiser and Bud Light, both belonged to Anheuser-Busch. Ranking second was Miller with the third-best selling product, Miller Light. Ranked third was Coors Brewing Company with the fourth most-popular beer, Coors Light.

New Belgium competes in what is known as the Craft Brew or Microbrew market. This market represents approximately 3% of the Domestic Beer market. (see Graph A). Anheuser-Busch (Budweiser) accounts for nearly half of this market.
This Craft Beer segment has tripled from the 1% share of about 20 years ago.
New Belgium is the third largest craft brewer in the United States behind Boston Beer (Sam Adams) and Sierra Nevada. (See Graph B).
New Belgium’s revenues for last year totaled 111 million dollars. This represents a 16% growth from the previous year.
New Belgium is sold primarily in Western States, has just recently begun selling in California, and has plans to expand into other states. They recently have begun constructing a 76,000 sq. ft. addition to the present 100,000 sq. ft. plant. This will help meet the new demand New Belgium expects from expanding their market.
A unique characteristic of New Belgium is their commitment to being an environmentally friendly and efficient operation. They are leaders in this area. New Belgium has the world’s first wind powered brewery. They also have a complex wastewater reclamation system that allows

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