Situation Analysis - Company - 10 marks What is the current situation and business performance for Athletic Brewing? What is the firm's primary value discipline? What are the firm's competitive advantages?

Athletic Brewing Company: Crafting the U.S. Non-Alcoholic Beer Category What are the firm's short and long-term objectives including their objectives for their customers and retailers (what we want them to think and say about us)? Is their currently defined target audience clear and a good choice? Why or why not? What is Athletic Brewing's current positioning (i.e., key differentiator)? Is it clear? Is it highly differentiated from competitors? Is it sustainable over the long term? Why has Athletic Brewing been successful to date? How much of their success is due to the marketing strategy decisions they have made and executed versus riding the wave of interest in non-alcoholic beers and craft beer products? This section must include what you learn from this analysis to inform the decisions you are making in this case. There are multiple insights that can be derived from the case facts and 50% of the marks for this section are based on the insights you have discovered. Defining the Market & Situation Analysis Of The Market - 15 marks What business is Athletic Brewing in? Appropriate alternatives should be identified and then analyzed using appropriate and thorough close-ended criteria and the rationale for your final recommendation(s). A criteria table is absolutely required. Once you have defined the market, you must situation analysis of the market. How is the market performing? Why? Is the market attractive or not? Why or why not? What stigmas are associated with non-alcoholic beer? What puts it in the"penalty box" to use Bill Shufelt's terminology? Has Athletic Brewing successfully reduced the stigmas associated with non-alcoholic beer and helped move it out of the penalty box? Why or why not?If you believe they have, what strategies and tactics have helped themachieve this and, if you believe they haven't, why do you think they have failed? What are the future prospects for the market as you have defined it? Why? This section must include what you learn from this analysis to inform the  decisions you are making in this case.

Athletic Brewing Company: Crafting the U.S. Non-Alcoholic BeerCategory There are multiple insights that can be derived from the case facts and 50% ofthe marks for this section are based on the insights you have discovered. Regardless of how you have defined the market, you need to determine if the"bubbling embrace of non-alcoholic beer" in North American will become a long-lasting, mainstream interest or will prove to be a short-term fad. Product life cycle and product adoption theory (studied in the "Product modulein the first semester) must be used to help understand this. Can non-alcoholicbeers "cross the chasm" using the language of product adoption theory? Roger's product adoption theory (the 10 factors in our lecture slides) must beused to determine if non-alcoholic beers will become a long-lasting, sizeable andgrowing category or will prove to be a short-term fad where growth willeventually stop, and the category starts to decline. What does this analysis of non-alcoholic beer for the future performance andavailable growth opportunities for Athletic Brewing?External Situation Analysis - 20 marks Your external situation analysis must cover the consumer (the person who shopsthe market), Athletic Brewing's customers, competitors, marketing distributionchannels, any other relevant stakeholders and any relevant external factors(PESTLE). Remember to only include PESTLE factors that are relevant to the company'scurrent situation and the decisions that you are making for the company. There will be a reduction of marks if irrelevant PESTLE items are included orgeneric statements that apply to any and all businesses are included. For key competitors mentioned in the case (O'Doul's, Budweiser Zero, Heineken 0.0)provide a short (3 - 5 bullet points) outline of their strategy including their point(s)of differentiation, and their key competitive advantages & strengths. What do you learn from the analysis of the key competitors to inform yourstrategy decisions for Athletic Brewing? You must compare and contrast Athletic Brewing's marketing strategies withthose of O'Doul's, Budweiser Zero and Heineken 0.0. How are they similar toand different from one another? Why do you think they adopt such differentstrategies, and do you think they are effective? Why or why not? Are they moreor less disruptive and active than Athletic Brewing's approach

 

 

SOLVE THIS ITS FOR Athletic Brewing Company - Crafting the U.S. Non-Alcoholic Beer Category HARVARD CASE STUDY