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CBA Response Paper

698 Words3 Pages

The rise of the young-adult population worldwide has increased the demand for alcoholic beverages, presenting CBA with a growing consumer base (Bureau van Dijk, 2018). Therefore, consumer trends towards environmentalism and social responsibility directly impact businesses, including CBA. 60% of American consumers believe that their actions at least somewhat impact the environment and 15% are willing to go out of their way to make green purchases (Euromonitor International, 2017). In response, CBA releases an Annual Sustainability Report highlighting each of its individual brand’s commitment to sustainable practices. According to the report, Kona generates 50% of its electricity from solar panels, while CBA’s Portsmouth brewery and pub run on 100% renewable energy (Craft Brew Alliance, 2016). In 2016, CBA diverted 99.2% of its waste from landfills (Craft Brew Alliance, 2016). Along with environmentalism, consumers now expect businesses to engage in acts of philanthropy. CBA …show more content…

It addresses the significant changes in demographics and consumer trends by adapting its product (CBA, 2018). CBA’s brand Kona, one of Hawaii’s oldest breweries, purposefully creates beers that reflect the Hawaiian taste profile (CBA, 2018). This flexibility in response to changing tastes allows CBA to maintain its competitive edge over its competitors. Growing consumer concern with health is increasing demand for gluten-free products. In response, CBA became one of the key vendors in the market for gluten-free beer due to the success of its Omission Beer (Bureau van Dijk, 2018). Additionally, as consumers demand more transparency from corporations, CBA responds with annual reports and financial statements. CBA’s website provides test results for every batch of Omission Beer (CBA – Brands, 2012). This allows consumers to easily access data regarding CBA’s claims, further entrenching its reputation as a reliable

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But, changing beer profiles, tastes and expanding repertoires all lead to a rapidly changing beer category. In 2012, the per capita volume of beer consumption in Australia was at a 65-year low, the category was declining at a 4.1% year-on year and no brand suffered more than Australia’s iconic mainstream beer Victoria Bitter. By 2012, VB had weathered 12 years of consecutive decline that left the brand at barely half of its size and market share, plunging from the number one position that they had held for over two

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According to the New Belgium Brewery’s website, they are currently ranked fourth largest brewery company in the world in the specially categorized beer known as craft brewery which is a brewer that has a majority of its total beverage alcohol volume in beers whose flavor derives from traditional or innovative brewing ingredients and their fermentation. (New Belgium Brewing, n.d.) In order to maintain such high ranking in this popular industry, the competition amongst the leading companies and their strategic focus has to address several key planning tools in order to remain at the top and in this case, NBB’s most competitive advantage is its ability to remain socially responsible. (Ferrell & Hartline, 2014) Since 1991, the year New Belgium

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They must continually build and foster quality, partnership, ownership, and philanthropy. Furthermore, they must continue to implement methods to gain and keep the loyalty of their customer base and upkeep the positive brand image they have built over the years. Even more importantly, they must rely heavily on smart decision making such as new distribution sites and a means of providing eco-friendly practices all the while giving the customers what they want which is good quality beer.

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51). Due to the fact that this specific beer is gluten-free, it demonstrates the psychographic aspect of the company’s market segmentation. The article describes that consumers are choosing a more health-conscious lifestyle in which they prefer gluten-free products. In order for the company to stay on top, it is required to follow the trends in the market and think of new ideas before the competition, which it has done by creating this gluten-free

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Information technology has become increasingly important to major corporations around the world. Specifically, how people within those corporations use information technology to better understand business information. An organization that has benefited from the combination of information, people, and information technology is Anheuser-Busch. For more than 160 years, Anheuser-Busch and its world-class brewmasters have carried on a legacy of brewing America’s most-popular beers. Starting with the finest ingredients sourced from Anheuser-Busch’s family of growers, every batch is crafted using the same exacting standards and time-honored traditions passed down through generations of proud Anheuser-Busch brewmasters and employees.

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But we are aware that the number of bio microbreweries is growing, and this trend has all chances to diversify brewing industry. A bigger number of small players will increase consumer choice, as organic beers have a stronger taste, often more interesting combinations of flavors. Independent breweries appeal to customers with negative attitudes to globalization and large multinational companies, as well as to environmentally conscious customers who want to buy locally sourced and brewed

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According to PepsiCo Sustainability Report 2016 (2017), programs funded by PepsiCo Foundation together with its partners had provide more than 11 million of people around the world to access to safe water. For climate change, PepsiCo encourage industry and governments should work together and taking science-based action to limit the rise in global temperature no more than 2˚ Celsius above preindustrial levels. In order to duel with climate change, PepsiCo focus their actions on reducing the company’s carbon footprint by reducing emission in agricultural supply chain, increase the use of recyclable materials in packaging, and upgrade the company’s vending and cooling equipment to HFC-free technology. Besides, the company also take actions like operate on site energy generation, fleet fuel, and purchased electricity. For example, in 2016, the PepsiCo launched a power purchase agreement which supply 73% of its power from wind energy (PepsiCo Sustainability Report 2016 2017).

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