MKT 623 Prof.

Schiffman

Group 1 : Brett Paper & Maria Konstantidelis

Background

Opened in 1991 Regional brewing company based in Fort Collins, Colorado Fat tire is the companys flagship beer Passion for beer Quality beer= Employee Pride

Background Contd

Provides wide variety of beers Emphasizes eco-friendly practices and employee ownership Operates an in-house audit to ensure appropriate environmental practices Alternatively Empowered

Company Information

As of March 13th, 2012 = 424 coworkers in 29 Employee-owned through an employee stock ownership plan. 93 percent employee retention rate. After working at NBB after
1 year: coworkers are gifted a custom New Belgium cruiser bicycle. 5 years : a trip to Belgium to experience the beer culture.

Industry Standing

Craft Industry Rank 2009 3

Total US Beer Industry Rank 7

2008
2007 2006 2005

3
3 3 3

8
8 9 12

Craft Beer Culture & Market

Growing market for craft beers, microbrews and unique flavors

Core Values

Remembering that we are incredibly lucky to create something fine that enhances peoples lives while surpassing our consumers expectations. Producing world-class beers. Promoting beer culture and responsible enjoyment of beer. Kindling social, environmental and cultural change as a role model of a sustainable business. Continuous, innovative quality and efficiency improvements.

Environmental stewardship: Honoring nature at every turn of the business. Cultivating potential through learning, high involvement culture and the pursuit of opportunities. Balancing the myriad of needs of the company, our coworkers and our families. Trusting each other and committing to the authentic relationships and communications. Having fun.

Product Offering

Unique brews of beer Special edition beers and seasonal brews Co-create and co-brand beers with smaller brewers

Availability

New Belgium now sells beer in 26 states. All of this beer is brewed in Fort Collins, Colorado

Company Image

NBBs greatest asset its image

Fun, whimsical, unique

Small brewery with passionate employees Host events to directly connect with customers & employees

Social Responsibility

Use solar energy Reduce water consumption Recycle Support employee initiatives bicycling to work.

Issues

Brewing Process and its effects on the environment Finding the balance between producing highquality products and being environmentally responsible

Maintaining high company image and products

Fierce competition

Competition

Anheuser-Busch MillerCoors InBev Boston Beer Company Other craft brewers

Competition Contd

Faux microbrews produced by bigger companies

Recommendations

Continue to initiate environmentally responsible innovations in the industry. Do not lower prices since slashing prices in the beer industry can become a downward spiral. Continue to empower employees and maintain high profile in the industry. Expand to the East Coast. Maintain selective distribution channels locations for beer connoisseurs.

Works Cited
Leonard, Devin. "New Belgium and the Battle of the Microbrews." Bloomberg Business Week. N.p., 1 Dec. 2011. Web. 24 Nov. 2012. <http://www.businessweek.com/magazine/new-belgium-and-the-battle-of-themicrobrews-12012011.html>. "New Belgium Sustainable Business Story - Profit." New Belgium Brewing. N.p., n.d. Web. 25 Nov. 2012. <http://www.newbelgium.com/culture/alternatively_empowered/sustainable-businessstory/profit.aspx>. "Sustainability Report - Executive Summary." New Belgium Brewing. N.p., n.d. Web. 24 Nov. 2012. <http://www.newbelgium.com/Files/Sustainability%20Story_Executive%20Summary_ Nov2010.pdf>.