Executive Summary

The American craft beer market is becoming over saturated with 3,739 breweries operating throughout the country in 2015, and an additional 1,755 breweries are planning to start operations in the near future, and for Boulevard to continue to grow and expand it must look overseas to expand its customer base (Brewers Association, 2015). Boulevard’s global strategy is to bring its craft beer to Tokyo Japan by using a combination of the global standardization strategy for beer production and a localization strategy for marketing. By offering a standard line of products that are produced in the United States to the Tokyo market Boulevard can achieve economy of scales from its Kansas City brewery. In addition, with increased sells from Tokyo, the company will be able to cut costs at home by utilizing more of the company’s unused capacity, and the price the company pays for raw materials could be reduced further by ordering larger quantities at a lower price. By having, a localized marketing strategy Boulevard will be able to penetrate further into the market by being able to sell beer to any bar, restaurant, or individual that wants to buy its products. If Boulevard contracted with a third-party distributor, all sales would be limited to places that the

The company’s mission is to produce high quality and flavorful beer in its brewery in Kansas City. The company’s mission is not to operate bars and restaurants at home or abroad, because these activities make operations more complex, and takes attention away from its core competency (Boulevard, 2016). This strategy gives the company an advantage over local competitors because they have to manage operations from production to distribution, while boulevards sales staff in Tokyo will be tasked with only promoting and selling products, and initially