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New Belgium Brewery Business Analysis

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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

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They are well known for the Philanthropy Program which has been able to provide organizations in many countries. “We began donating $1 for every barrel of beer sold to non-profit organizations in the communities where we sell our beers” (Philanthropy, 2014). Another main focus of NBB is staying local and giving back to the communities. An example of this is NBB having a two-day bike tour, called “Best Damn Bike Tour”

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1. New Belgium Brewing is working to address the issue of large carbon emissions from energy production. The NBB has put their time together with their employees to diminish the carbon emission that the business produces. Other environmental areas that New Belgium Brewing works to address is its waste water and physical waste generated in its production process. New Belgium Brewing became the country’s first brewery to purchase 100% of its electricity from wind power in 1999 (New Belgium Sustainability, 2017).

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The New Belgium Brewing Company was a popular arising brewing company that has gained great success over the years of being in business. The NBB has gained its popularity originally by word of mouth and other small marketing ventures. The company saw great growth for the company in their initial years of business. This company started out small in the company’s owner’s basement, and it quickly outgrew the space while needing to expand. Many craft breweries also exhibit strong connections to their local communities through their philanthropic activities (McLaughlin, Moore & Reid, 2014.)

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The New Belgium Brewing culture of sustainability, whimsy, and fun seems like an interesting place to work. Both employees and management have a great working relationship towards a common goal of success for the organization. One must wonder if this type of culture will equate to success in other parts of the country. There are areas in American society with a diverse make-up of people and others that are not. Having distribution issues can damage the public and stakeholder’s perception of an organization (Ferrell & Hartline,2014, p. 170) New Belgium Brewing must be able to adjust to culture change while expanding its brand to different locations.

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NBB, now has “branding strategies that are as rooted in our company value as in other business practices”(NBB, 2016). According to google finance they suggest that NBB is at the three position of having the best craft beer here in the United States (Google Finance, 2016). NBB understands that their employees play a huge role in production of their commodity. They operate by giving a healthy benefit package to their employees. For instance, an, “onsite medical clinic at Fort Collins site for coworkers and their dependents”(NBB, 2016).

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