Bus 475 - the Brewery Strategic Plan

The Brewery Strategic Plan

BUS 475

The Brewery Strategic Plan

The old saying goes, “If you love what you do, you’ll never work a day in your life.” I love brewing my own beer. From the science to the personalization that is incorporated with home brewing, it is a hobby that I would like to turn in to a business. This business needs a strategic plan to be successful. As part of the strategic plan the business products need to be defined with a mission statement, there needs to be a vision, there needs to be guiding principles as part of the mission, and all of these things to come together to form the strategic plan that guides this business to success.

Creating the Mission

The micro-brewery business as seen an explosion in the last 10 years. Wilson (2012, Jun 8) stated, “Compared with the big three -- Budweiser, Miller and Coors -- the craft beer industry is surging, and that upswing started in the mid-1990s.” This is part of the reason that will allow the business to be successful. The business will consist of a variety of hand-crafted beers. Some of the beer will be of the normal variety such as hoppy ales, roasted stouts, and American pilsners. Some of the other beers will be more of a special variety such as fruit flavored beer, special ingredient infusion, and unorthodox methods of brewing in order to attain a particular taste. The market for these beers will be the ever growing group of beer connoisseurs and “beer snobs”. While this will not be the first brewery to ever produce these types and styles of beers, it certainly will not be the last. The demand for these beers is always growing and this business will thrive with the increasing demand.

Mission Statement

“We brew beer to brew taste. Our beer is brewed with passion, innovation, and attention to detail to produce the tastiest and bold flavors while maintaining tradition. Our beer is brewed for people in order to brew their taste for the finest beer flavors. Our beer is the standard for hand-crafted, professionally brewed, and bold beer.”

Creating the Vision

While there are many micro-breweries in existence, not all are able to locally produce their own ingredients. This concept will be the main point of the vision statement for the brewery. By growing our own ingredients (hops, barely, etc.), not only will there be full control over the quality, but it will reduce the waste produced from shipping and be more environmentally friendly.

Vision Statement

“Our brewery strives to grow our own ingredients and grow our business from the inside out. By doing so, the brewery can