New Belgium Brewery was first opened in 1991 in Jeff Lebesch’s basement brewing what is now called the Fat Tire Amber Ale beer which was the first of several beers produced by NBB and undoubtedly the most popular. No doubt the company was on fire growing leaps and bounds every year while the overall beer industry was showing a decrease in beer sales by two percent, NBB showed a 16.4% growth in business even in the economic decline time periods. In my opinion, NBB has experienced prosperity due to their core values instilled in their employees, sales staff, and quality of products that usually sells itself. Ironically, it is an American company produced in Colorado that makes some people want to try their beer just based on their story which …show more content…
Furthermore, the marketing plan is the recipe for how to achieve the strategic objectives and goals set by the owners and executives. Similarly, I have worked at FedEx Express for almost thirty years, and our philosophy still reigns true today as it did when Fred Smith first opened the company 46 years ago of People - Service - Profit. In other words, we take care of our People who will take care of our Customers which will, in turn, make a Profit. In my opinion, NBB has similar corporate citizen traits, strategic operating plans, and customer loyalty that has built a solid foundation since inception like corporate giant FedEx. Moreover, these quality action plans constructed around customer focus causes the leaders to communicate, evaluate, and maintain control of all aspects of the company. For this reason, the marketing plan structure contains comprehensive, flexible, consistent, and logical steps for employees and management to buy-in to the corporate plan which achieves the desired results from all involved and enables them to stay true to their core values even during fast-paced company