Table of Contents EXECUTIVE SUMMARY 3 Part I - STRATEGIC PLANNING 4 BUSINESS MISSION 4 INTERNAL SITUATION ANALYSIS 4 Customer: User Profiles 4 Marketing Strengths and Weaknesses: 5 Managerial Strengths and Weaknesses 6 Financial Strengths and Weaknesses 7 EXTERNAL SITUATION ANALYSIS 7 Competitors: Their Influence 8 Industry Analysis 10 External Environmental Analysis 11 SWOT SUMMARY 14 WHAT ARE THE REAL, ROOT PROBLEMS? 15 CONSIDERATION OF ALTERNATIVE STRATEGIES 15 Considering the Ansoff Matrix: 15 Considering other strategies: 16 Part II TACTICAL MARKETING MIX IMPLEMENTATION 17 Promotions 17 PRO-FORMA MARKETING BUDGET 19 PLAN CONTROL 19 SOURCES 21

EXECUTIVE SUMMARY

This paper examines …show more content…

They also attract beer enthusiasts who buy cans in regional specialty liquor shops. Foodies are a potential new customer segment, who may become attracted to Brewery Vivant’s cuisine and appreciate how the beer complements the food.

* Geographic Aspects

Brewery Vivant is currently a single building in Grand Rapids. There are plans to upgrade the building with an expansion and to provide a green beer garden. The brewery itself is a 20 barrel, three vessel brew house, with 20, 40 and 60 barrel cylindrical conical fermenters. (Brewery Vivant, 2013) They distribute their product regionally and in the urban Chicago and Detroit area.

* Frequency and Quantity

The frequency of visits by patrons to Brewery Vivant varies. The goal would be to increase the frequency through a more loyal customer base. They currently have a loyalty program called The Monk Club, but it could be added to and improved upon. The “quantity of use” for beer varies from person to person, as expected with a brewery. The goal of the brewery would be to increase the quantity consumed per visit- safely.
Marketing Strengths and Weaknesses:

* Current Market Share and Expected Market Growth

Brewery Vivant’s current market share is relatively small, selling 2,750 barrels (a barrel is 2 kegs) per year (Brewery Vivant, 2013). Their target growth is to distribute 5,000 barrels per year to MI and the greater Chicago area. They are also looking