Case: New Belgium Brewing
New Belgium Brewing's tremendous growth to become the nation's third-largest craft brewery and ninth-largest overall has been guided by a steadfast strategy based on customer intimacy, social responsibility, and whimsy. The company's products, especially Fat Tire Amber Ale, have always appealed to beer connoisseurs who appreciate New Belgium's focus on sustainability as much as the company's world-class brews. Despite its growth and success, New Belgium has managed to stay true to its core values and brand authenticity-the keys to its marketing advantage in the highly competitive craft brewing industry.
1. Which of New Belgium's competitive advantages is the most important and the cornerstone of the company's strategic focus? Why? 350 words and 3 references
2. How can New Belgium maintain its strategic focus as the company continues to grow? 350 words and 3 references.
3. New Belgium's leadership is interested in opening a third brewery to join its Fort Collins and Asheville locations. As Chief Operating Officer, you have been asked to prepare a list of pros and cons on opening a third brewery. What key items would be on your list? 350 words and 3 references
Case: Apple
Few companies have been able to master the arts of product innovation, a "cool" brand image, and customer evangelism like Apple. After nearly collapsing under a cloud of bankruptcy in the mid-1990s, late Apple CEO Steve Jobs was able to save the company he created through product innovation, a masterful marketing program, and an entrepreneurial corporate culture. This case reviews Apple's history and remarkable comeback with an eye toward the marketing strategies that created the company's success.
4. Based on the distinction between consumer needs and wants, explain how and why Apple - unlike any other company - is able to transition its products from wants to needs. 350 words minimum. 3 references
5. How has Apple successfully used behavioral segmentation to develop extreme loyalty among its customers? 350 words and 3 references
6. The media often points to Apple's massive cash reserve as a key strength that the company could leverage to become even more successful. If Apple asked, what would you tell them to do with the cash? How could Apple better meet customers' needs and wants by strategically investing that cash for the company's future? 350 words and 3 references