Final Project: Target Market Strategy

Finish Line IPA's marketing strategy was born of an overall evaluation of Finish Line's strengths, weaknesses, opportunities, and threats. It is our goal to create customer value and relationships by providing a true local beer that is made from local ingredients and brewed in the heart of the Northwest. "Through strategic planning, the company decides what it wants to do with each business unit. Marketing planning involves deciding on marketing strategies that will help the company attain its overall strategic objectives." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 56.)

Finish Line IPA's market niche consists of premium beer drinking consumers who want a quality American IPA and value the flavor of the brew along with pure organic local ingredients. Finish Line was born of the running and jogging community here in the Northwest. And because beer drinking has become a synonymous after race/run past time, it has been named the official runner's beer.

Target demographics for Finish Line IPA's marketers include an age range of 30 to 65 year old males and females. We are also focusing on mid to higher income consumers living in and around Washington and Oregon.

There's an unspoken sense of family and pride among the target demographic in the Pacific Northwest. Our focus is to achieve customer value and relationships from this community connection. By providing our customers with an exceptionally tasting "home grown" product that is not only satisfying, but also supports the local economy, we look to achieve this goal and further increase our brand equity.

Finish Line's market strategy doesn't stray far from its mission statement and that is important to note. Our goal has been clear from the company's inception, provide our customers with a great tasting, satisfying beer and a local brewery that they can count on. We keep our focus strong and steady on this one goal in order to bring it to fruition. "Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly."  (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page57.)