New Belgium Brewing Case Study

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. These changes could undoubtedly have a negative impact on the cultural stability within its

Furthermore, this could give the organization help in target marketing its consumers. Extension of a new product line is a complicated process, because organizations are unsure of how it will be received by consumers (Sinapuelas, Wang & Bohlmann, 2015, p. 558, 559). The company should seek-out consumer needs and desires as it expands its brand name to new areas by offering samples of its products. Also, a great way to build its brand with new consumers would be to make new communities feel as though he or she is part of the success of this organization. It could be done by creating a consumer feedback system as the company expands to new locations. Therefore, this could help in establishing brand loyalty with consumers who have never heard of a Flat Tire beer product. Internet marketing or e-commerce has become an important element in distributing products in today’s market (Dou, Lim, Su, Zhou, & Cui, 2010, p. 261, 262). One can conclude that an important factor to making the company’s branding and messaging echo with new consumers would be to employ people from each new location. It could help expand the company’s brand name through word-of mouth advertising faster than television in these new