The Nova Scotia Craft Beer Market Product: A Marketing Audit of 4 Craft Breweries in Nova Scotia Harvard Case Solution & Analysis

The Nova Scotia Craft Beer Market Product: A Marketing Audit of 4 Craft Breweries in Nova Scotia Case Study Analysis

SWOT Analysis

Strength

• They have wide range of beer for different types of customers. These customized products will attract the new customers as well.
• Handmade beer brings the whole new flavor in their products.
• They also deal in T-shirt and mug with their brand name on it.

Weakness

• The company located is no feasible, which is hard for customer to get beer from them.
• Transportation cost of the company is high which will increase the price of beer

Opportunities

• They are enriched with wide range of products; this will help them to remain competitive in the market and in expansion as well.

Threats

• They provide handmade beer to its customers, but it is fine for local customer. They won’t be able to increase their market share.

Rock Bottom

Place

Rock Bottom is situated in the center of the Halifax, which is surrounded by many business and tourist for high foot traffic.  (unknown, Rockbottom Bar & Brewery, 2011)

Product

They offer wide range of product to its customer. Some of them are as follows;

• Fathom IPA
• Bulldog brown
• Strawberry blondes
• The loyalist
• Raisin hell stout
• Deadwood wheat.

Price

The provide products at low prices to attract the low wage customers as well. The price range is;

$7.50 to $8.00 for a pint (20 oz) and,

$13.00 to $ 14.00 for glower (1.87 liter)

Promotion

To promote their business, they different mode of channels. They are;

• Facebook
• Twitter
• Website
• Word mouth
• YouTube channel

SWOT Analysis

Strength

• They use local ingredients that will decrease their cost of production and won’t face any exchange rate risk.
• The location of the company is very attractive that will help in creating a better customer base line.

Weakness

• They have limited selection product that will limit them as well and won’t be able to expand their business.
• They don’t have any brewery outside the region.

Opportunities

• They can provide competition in market by expanding their business.
• The distribution network of the business will help them in expansion.

Threats

• The government regulation will limit them and they won’t be able to expand or generate more revenues
• The competition in the market will limit their control on prices.

Tatamagouche Brewing Company

Place

We are the Tatamagouche Brewing Company. A family owned and operated microbrewery inside the heart of Tatamagouche, Nova Scotia. In 2014, we converted an old butcher keep into a network brewery in which we make small handcrafted batches of natural beer. (unknown, Tatamagouche brewing co., 2012)

Product

They offer wide range of product to its customer. Some of them are as follows;

• Hippie dippie Pale ale
• Butcher Block Red
• North shore Lagered ale
• Seasonal beer

Price

The prices of the products are as under;

• Hippie dippie Pale ale at $7.00
• Butcher Block Red at $7.50
• North shore Lagered ale at $7.50
• Seasonal beer at $ 7.50 to $8.00

Promotion

They promote their product through;

• Twitter
• Facebook
• Website
• Experienced sharing platform
• YouTube channel

SWOT Analysis

Strength

• Due to advancement in IT they can facilitate their customer through online channel.

Weakness

• They have limited product range. They have only 5 different kinds of beer.
• They have limited market share.

Opportunities

• They can expand their business through branch out, or selling their products in bishop’s cellar.

Threats

• They can face huge competition in the market while expanding their business with limited products.

Conclusion

The Nova Scotia is rich in beverages among all the beverage companies. The Pestle analysis shows how the industry works under political and economic under pressure. Due to huge amount of taxes imposed by government it discourages the new entry but decreases the competition for the existing companies. Companies use various methods for promoting their product or by discounting their product to attract the customer and be competitive in the market................................

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