With using SWOT analysis, it is clearly to evaluate the positive and negative concepts of Great Western Brewing Company, which include the strengths, weaknesses, opportunities, and threats.
Strengths
As a company that gets extremely achievements, there has to be some own strengths can lead this company to be a successful business. In the introduction of this case, Strom, Gibson, & Bourassa shown that the Great Western brew company planned a new strategy, which it emphasized its production line are totally made by the Saskachewan barley (p1). All beers in this company is characteristic craft which has different taste, special production method and more advantages with other competitors who created their products on mainstream, so it can
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Normally, breweries were built close to the largest customer market for their products because of the fee for transportation is too high and they can take more market shares if there is enough populations to promote (Strom, Gibson, & Bourassa, p3), so at the beginning, Great Western Brewing Company has a disadvantage on its distribution. Not only its consumer market, but also the marker shares, when GW built its business, market shares already segmented by two main breweries which take more than 90% of market shares, so it only has little space for GW to develop its company and market.
Threats
During the development, there is much threats caused by various marketing environment, like cultural, politics. According to this case, when consumers choose beverage, with aging, they prefer to buy the healthier one,which is a kind of consumer behavior that influenced by personal factor. Strom, Gibson, & Bourassa said that “there was the “Vanishing Middle”- consumers were either trading up or trading down and beer brands in the middle were getting squeezed” (p1). It is a psychological influence customer behavior that people want high-grade and high price drink rather than the cheap beer and those concepts are related to cultural environment with society’s basic preferences. In a company’s microenvironment,
C) Another main weakness is their ability to keep up with demand. Because they only have two main breweries, if the demand for Yuengling beer increases to a higher level the two breweries might not be able to keep up in production. They are limiting their sales by not expanding at a faster rate.
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