The Midland Brewing Company is a medium-scale microbrewery in the prosperous centre of Midland, Michigan. Their products range from balanced Copper Ales’ to full-bodied Stouts, targeted primarily at white collar and working class alike. The Midland Brewing Company’s physical location acts as both a full production brewery as well as a refined bar and restaurant via the independently ran Shier’s Artisan Foods in which they share the venue. The company appears to have a solid foundation which will aid in growth, however, the microbrewery fad has large barriers of entry and ample competition. Strengths: Opportunities: • Community involvement • Superior product • Membership perks • Location • Loyal customers • Craft beer fad • Active community • Local counties with similar ideals to target market (Midland) Weaknesses: Threats: • Advertising • Price • Acquiring new customers • Major breweries blocking distribution channels • Existing competition • Price conscious competition could appear Performing a SWOT analysis indicates many strengths that will foster growth as well as weaknesses that could decimate future goals set by the Midland Brewing Company. The company offers membership perks that entice active communities to partake and also participates heavily …show more content…
The focused differentiation strategy is defined as “offering products or services that are of unique and superior value compared to those of competitors and to target a narrow market” (Kinicki, & Williams. (2013). Management | A practical introduction (6th ed., p. 175). The Midland Brewing Company is adopting this strategy by producing a superior product that is targeted at a narrow market of craft beer enthusiast. This customized product does demand a higher price target which is seen throughout the microbrewery