Running head: BOSTON BEER COMPANY: ASTRATEGIC ANALYSIS Boston Beer has deployed a combination generic stratagem that include both overall cost leadership, as well as differentiation. The firm has made intense efforts to increase margins by investing heavily in distribution channels and produc1ion efficiency in order to lower costs, and thus gain advantages over competitors. At the same time, they've focused on differentiating themselves with new brands and craft options for a rapidly growing market that favors new exciting options for craft enthusiasts all over the globe. The key issue in strategic management is the creation of competitive advantages through generic strategy to obtain above-average returns (Dess, Lumpkin, Eisner, McNamara, pg.154). Unfortlmately, competition has demonstrated the ability to neutralize the film's efficiency invesmients by purchasing similar technology, but also in buying smaller craft breweries in order to offer more creative options than Boston Beer. In effect, they have been matched in technologic efforts by competition, but also missed out on the opportunity to purchase smaller breweries that are providing new competitive options for consumers. This combination has applied pressure from both sides, and they now find themselves \"in the middle\