Essay on MICROBREWERY AND GRILL

Introduction

Today, the development of microbrewery and grill company opens wide prospects for the steady business development. Beer is a traditional product, which is very popular and attracts customers to the products of the company. At the same time, the successful development of the microbrewery and grill business is possible only on the condition of the elaboration of the effective and accurate business plan. In this regard, the current business plan will define vision and mission of the company, its products, target customer group, competitive environment, marketing and business strategies, financial forecasts and the overall development of the company. At this point, it is important to place emphasis on the fact that the business and marketing strategy should meet the vision and mission statement of the company, whereas products should be promoted effectively to reach the target customer group.

Vision and mission statement

The brewery and grill company should focus on the manufacturing of excellent, exclusive beer to deliver its fine product to connoisseurs of brewery. The customer satisfaction is the primary concern of the company along with the maintenance of the local community, where the production facilities of the company are located. At the same time, the company conducts its business responsibly preventing beer consumption by minors and encouraging consumers to consume beer moderately.

Goal of the business

Basically, the major goal of the development of a brewery bar franchise is to occupy the niche in the market which suggests an alternative to traditional bars and dinners and opens larger opportunity for customers. In fact, the bar will provide not only traditional services that typical for any bar, i.e. the provision of food and drinks for customers, but the brewery bar franchise will also supply supplementary services to customers. Taking into consideration the fact that drinking beer is more popular among men, it would be logical to define the target customer group of the brewery bar franchise as predominantly male at the age of 21 up to 50 or even 60, though there should not be any strict limitations, but the defined group is more likely to become the most loyal part of customers of the bar because, as a rule, they are the most devoted beer fans.

Business and industry profile

Today, microbrewery is a very prospective business because it challenges conventional brewery, which is focused on the mass production, instead of the original taste and high quality of the product. In this regard, the development of the microbrewery business can attract new customers, which are attracted to the beer that has exclusive taste and high quality. The microbrewery industry keeps progressing, although the microbrewery business has limitations on the production of beer. As a rule, the production of beer should not exceed 15,000 US beer barrels per year.

Nevertheless, the limitation of the production process can be compensated by the high price of the products. Customers are attracted to the product because it is different from conventional beer and they can enjoy the original taste of exclusive beer. In such a situation, the business development may be quite successful because, today, customers are concerned with the quality of products. In addition, the microbrewery uses organic ingredients that minimize the negative impact of beer consumption on health of customers. As a result, customers can enjoy excellent beer with a minimal risk to their health.

Company products and services

The major product of the microbrewery and grill company is exclusive, original beer and grill products. At this point, it is worth mentioning the fact that the company uses excellent ingredients for the production of exclusive beer based on the original receipts, which are developed by the company and are kept in secret to provide customers with exclusive products. At the same time, the company should offer its customers grill products for the consumption along with the beer sold by the company. The combination of the beer and grill products can attract customers because they make a perfect match and customer enjoy beer and grill products.

Marketing strategy

The marketing strategy of the brewery and grill company should primarily target at the gaining the recognition of the company by its customers and the formation of the positive image of the company’s brand among customers. The latter will naturally lead to the formation of the positive customer experience and increase the customer loyalty to the company’s products and services. In this respect, it should be said that primarily it is necessary to focus the efforts of the company on the quality of products and services delivered to customers. In actuality, this means that the products the company delivers to its customers should be of the high quality and it is absolutely unacceptable that customers could have been dissatisfied with the quality of the products they ordered because it can undermine the image of the company and lead to the dissatisfaction of customers. Obviously, this threatens to the deterioration of the image of the company and therefore the risk that the company will fail increases consistently in case customers are dissatisfied with the quality of products they receive. This is why it is necessary to develop an effective system of the control over the quality of the products delivered to customers. It is possible to control the quality of product before it is send to the customer. Furthermore, it is important to provide the normal conditions of the storage and delivery of products. In this respect, the minimization of the time spent on the delivery of the product from the supplier to the customer suggested above may be very effective to provide the high quality of products.

At the same time, the quality of services is also of a paramount importance. This means that customers should be satisfied with the quality of the services of the company from the moment they make an order to the moment they receive the product they order. To put it more precisely, the company should clearly and precisely inform the customer about the variety of products it can offer, explain the rules of shipping and transactions, guarantee its security as well as security of the private information of customers. Moreover, it is necessary to inform the customer about the time of the delivery and deliver the product exactly in time. In such a way, it will be possible to meet the major goal of the marketing strategy – to increase the customer satisfaction and form the positive image of the company’s brand in the market. At the same time, it will also contribute to the formation of a positive experience of customers and increase their loyalty to the company’s products and services. The latter will provide the stable amount of customers who could buy products regularly and attract new customers to the products and services of the company.