Side Launch also realizes that other growth strategies exist. "We develop new flavour profiles regularly throughout the explains Michael. Technically, this is product development strategy, but in the case of Side Launch, it is more about living up than it is a deliberate attempt to grow. The exquisitely on-brand names of these specially produced beers, "The Ships Overboard," show leadership and innovation as a brewer. 'It's important that we don't chase trends," rationalizes Michael, " important, there's no question for a reputable craft brewer to be innovative, while at the same time being grounded in the tradit in a really good-tasting beer." "It's easy in any consumer goods business to get caught up in chasing trends and growing at the peril of your core po "Ultimately, whether you're big or small, you have to do both Take care of the products that got you to where you are and pay the forward looking to what's next." The brewery's operations manager then makes an interesting comparison between brewing beer look at production brewing (of the four core Side Launch brands like baking-proven recipes and ingredients, precisely contro consuming, and let's face it not very sexy or exciting if you do it right. The product development is like cooking Taking an idea, findi we like, tinkering, testing, adjusting, and hopefully ending up with something tasty. But this is a small volume opportunity." For now, the Side Launch strategy of expanding its share within that growing craft beer market seems the only logical strategy between SWOT and the growth matrix can thus be summed up by Garnet's description of her brand's greatest strength-"Being authentic -and by Michael's identification of the opportunity -- "The market for craft is huge and growing and just waiting to be ta consider the core number of craft consumers, and those in transition. Extracting your biggest findings from SWOT will almost always most viable and profitable strategy for growth Questions 1. Using Ansoff's Growth Matrix, which growth strategy is Side Launch employing as it attempts to grow in the craft beer market? 2. The Side Launch products stemming from its Ships of Collingwood" and "Man Overboard" series represent what type of growth strategy 3. What would be an example of a diversification strategy for Side Launch? Explain.