Boston Beer Company Case Essay Example for Free

capital of Massachusetts Beer Company Case Essay understate Information_ The capital of Massachusetts Beer Company, which was founded in 1984, had a very diversified thriving product line which entailed about twenty divergent kinds of beers. Their product was available in over nineteen various countries and used a vane of around four hundred distributors. Revenues grew from 21 million dollars to 210 million dollars from inception to 1997._Problem and Opportunity Identification_ As a result of the clubs product line and its variety, the company encountered issues sustaining and upholding of their products such as Lightship which has been withering in recent geezerhood and which doesnt have the volume like other products to sustain distribution. Since the en glisteren beer business that Lightship belonged to was one that was rapidly growing, the Boston Beer Company felt the need to investigate its products disappointment.The look into to do so took place in different forms such as competition, market, and financial analyses, customer surveys, and finally deep emotional analysis exploitation the ZMET technique. _Alternatives_ unitary option the research team is considering is introducing a new light beer into their product line. It is understandable that since the high-priced light beer industry is one of the biggest and rapidly growing field in the beer industry, the Boston Beer Company wants to occupy and wee advantage of this field to further enhance its name and maintain its market sh be and its standing.However, there are issues in terms of positioning and marketing of this product. The product needs to be communicated as a light, rich, turn beer and targeted at a different audience that entails women. In addition to the fact that this option might produce conflict in terms of the brand emblem being a macho rough beer beer maker, using it doesnt solve the problem for Lightship if Lightship is going to be kept in the market offerings.Another option the research team considered was repositioning Lightship and throwing in more effort and investment into the marketing of the product. It was obvious that, compared to one of their biggest competitors Heineken, the Boston Beer Company has had trouble and sort-of failed to build a unique brand identity for this product. The product was not successfully differentiated and positioned in the market in order for it to build market share and improve standings.This chastisement could make it difficult for the company to reposition itself and change consumer perceptions to gain their interests and so it might be a waste of time and efforts. Finally, the last option is the dreaded one of not competing in this realm of the industry. This is a very extreme option since this realm is a huge and growing segment of the market and they would be missing out on a lot if they decide to pull out it.The failure to oppose into this field, however, might have proved that the Boston Beer Company is not fightnt enough and ready to compete in this segment. _Critical Issues_ There are two main critical issues that the company should consider when making the ending about their situation in the light beer industry. One critical issue concerns the brand image the company has an umbrella brand image of being a premium masculine macho craft beer brewer and shaking that could be seen to influence consumer perceptions.The second critical issue relates to the field study and the results it yielded do they function our questions about how to position the light beer product or on whether we should even introduce/keep products in this segment of the market. _Conclusion and Recommendation_ After reviewing the results of the various research techniques, the recommended option would be to introduce a new high-end light beer into the market (while probably retiring Lightship).Making use of the ZMET research results, this new product should be positioned in a manner that represents an a ctive, refreshing, and healthy lifestyle. Having a new product instead of improving Lightship is best in order to avoid the difficult efforts of having to change stubborn consumer perceptions. Also, in terms of the umbrella brand image of BBC being a macho tough image, having a separate offering targeted at other audiences forget probably add to the image of having two instead of eroding the existing image.