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The first step in New Belgium Brewery (NBB) maintaining its strategic focus as the company grows, is ensuring that a relationship with consumers is developed. In an age of technology, the target group is rapidly shifting from baby boomers to millennials. When marketing, television cannot be the only means of attracting consumers. Millennials are attracted to social media and the use of apps, in receiving information regarding almost every aspect of their lives. There is an app called “yelp”, which I use frequently when traveling and searching for restaurants that offer a specific cuisine. If NBB is connected with consumers through social media, when consumers search for their specific brews, all restaurants that serve the product within their
search area will populate. This app is also a useful tool for ensuring customer satisfaction, as consumers have the opportunity to post reviews, many times focusing on the best dish or beverage, the restaurant offers . When others view these reviews, it opens a window of opportunity for consumers to consider NBB products, if connected. Also, NBB has over 300,000 fans on facebook, which attribute to nearly half of the company’s annual sales (Ferrell and Hartline, 2014). Next, ensuring that employees are continually involved in decision making as the company grows, is essential. Many times, growth means more is required of employees but employers give less. NBB must continue to support employees in an effort to maintain the competitive edge. The location of NBB’s new Brewery is based on several factors, one in which, involved the ability of employees to bike or walk to work (Reid & Gatrell, 2015, pgs. 9-10). Lastly, remaining true to the mission of the company will be the most critical aspect of NBB maintaining its strategic focus as the company grows. When considering a new location, it may be difficult finding the perfect spot, where individuals remain true to your mission and vision, due to the culture accustomed to. When discussing the possibility of adding a location, it should be in an area that will remain true to NBB’s core values. The success of NBB is contributed to ensuring that employees are aware of the core values and making every effort to uphold them.