"Managing the marketing function begins with a complete analysis of the company’s situation." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 55.)
Strengths:
• State of the Art brewing facility
• Locally grown organic ingredients
• Large focus on social responsibility
Finish Line IPA has many great strengths which will allow the company to provide a quality product while still delighting customers by exceeding product and service expectations. Our opportunities lie in the growing demographic of craft beer drinkers, key marketing toward a large marathon/enthusiast running population, and being located in the pacific northwest - a hub for micro and craft brewing.
We are also positioned to be a fierce competitor in the craft brew market because of our state of the art brewing facility, locally grown organic ingredients, and an extremely large focus on social responsibility.
Weaknesses:
• Lack of brand awareness
• Lack of variety in beer
• High end pricing
Finish line IPA does not possess strong brand recognition, however will take advantage of a huge marketing campaign with the upcoming Seattle Rock-n-Roll Marathon. Although there is a major lack of variety in product, Finish Line IPA will turn this weakness as a strength by focusing on quality and customer satisfaction.
Opportunities:
• Global emphasis on local sustainability
• Production of recycled materials is becoming more efficient and cost effective
• Sponsorships for local community events (e.g. Rock-n-roll Marathon)
Finish Line will take advantage of three major market opportunities: our global emphasis on local sustainability, production of recycled materials, and local event sponsorships.
Threats:
• Small business taxes
• Economic down-turn effecting consumer beer consumption
• Overly dependent on local goods and services
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