Boston Beer Case Study

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Lightship did extraordinarily well in taste test, but it had been hardy known by the consumers. While its competitor Amstel Light had a strong image with consumers even it did poorly in the taste test. A strong image and good reputation have a positive impact on growth in profit margin, employee morale, community goodwill, investors’ support, relationships with vendors and suppliers, and overall organizational pride.
Lack of scale put the firm at a cost disadvantage. Anheuser-Busch (A-B), Coors and Miller; these three brewers commanded a combined market share of over 70% of the beer market. Although Boston Beer is well recognized brand in US for better beer, the company lacks the scale to compete effectively with its large competitors in …show more content…

To improve the product image, Boston Beer can focus more on the healthy lifestyle. Consumers enjoy light beer more focused on living healthy lifestyles. These people wish to manage their alcohol consumption or their calorie intake while they hope that they can still enjoy tasty beer. This is also agreed with result from ZMET analysis that people do prefer the advantage of maintaining control while still enjoying the beer. Strong product image and reputation can provide companies with a more enduring source of competitive advantage than their patents and technologies. Strong brand awareness has a positive impact on growth in profit margin, employee morale, community goodwill, investor support, relationships with vendors and suppliers, and overall organizational pride.
Boston beer should choose the right target consumer group for different product lines and closely follow their preference. Its main product line Samuel Adam, as premium craft beer, shall target more affluent and well-educated than the average beer drinker. While Lightship shall target 21-44year age with earnings than $50,00/year. These beer drinkers want to enjoy the flavor without the guilt of consuming too many calories, they want to remain “fresh” and “exciting” at the same time. So light beer should be best choice for these

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