Marketing Boston Beer Is One Term Paper

These criteria refer to the technical capacities (of producing beer through traditional brewing methods) and to the "first rate quality control capabilities." Taking into account the fact that Boston Beer sells a variety of products and not just one type of beer, it is safe to state that the flexibility of production provided by the contracts signed with various breweries represents an efficacious marketing choice.

Competition

The competition in the industry is harsh. In order to keep its position on the market Boston Beer uses various techniques. One of them is represented by the aggressive promotion. Another one refers to the construction of the brand identity, with a strong focus on the top quality of the provided products as well as on the active involvement in the life of the communities. A third strategy which the company appeals to is represented by the choice to use independent distributors who distribute the products of other competitors, and to stimulate them in a manner that will allow them to have better visibility among the clients and the potential clients.

Financial information

The financial information needed in order to develop a marketing plan is extremely complex. Its complexity derives from the variety of elements that need to be taken in consideration when conceiving a marketing plan. First and foremost, one ought to know which is the financial amount available for investments in marketing strategies especially when they refer to the efficacious and efficient internal and external functioning of a company.The necessary financial information refers to the costs implied by the management Human Resources and their motivation, by the relations with the distributors and the contracts with other breweries, as well as by the costs implied by advertising and social involvement. In addition, the numbers reflecting the past evolution of the company, as well as the present position of its main competitors are also of great importance for the conception of an efficient marketing plan.

Bibliography

Samuel Adams, America's world class beer, Annual Report, 2003, the Boston Beer Company, 16 June, 2007, http://ccbn.mobular.net/ccbn/7/570/619/

Samuel Adams, America's world class beer, Annual Report, 2003, the Boston Beer Company, 16 June, 2007, http://ccbn.mobular.net/ccbn/7/570/619/,4

P6 Samuel Adams, America's world class beer, Annual Report, 2003, the Boston Beer Company, 16 June, 2007, http://ccbn.mobular.net/ccbn/7/570/619/,5

Samuel Adams, America's world class beer, Annual Report, 2003, the Boston Beer Company, 16 June, 2007, http://ccbn.mobular.net/ccbn/7/570/619/,4

Samuel Adams, America's world class beer, Annual Report, 2003, the Boston Beer Company, 16 June, 2007, http://ccbn.mobular.net/ccbn/7/570/619/,1

Samuel Adams, America's world class beer, Annual Report, 2003, the Boston Beer Company, 16 June, 2007, http://ccbn.mobular.net/ccbn/7/570/619/,7

Samuel Adams, America's world class beer, Annual Report, 2003, the Boston Beer Company, 16 June, 2007, http://ccbn.mobular.net/ccbn/7/570/619/,8.....