Firestone Walker Global Case Study
Autor: Jonathan Vu • August 3, 2016 • Case Study • 7,777 Words (32 Pages) • 1,012 Views
Firestone Walker Beer
Jessie Agular, Jeffrey Whitson, and Jonathan Vu
Firestone Beer 3
Company goals 3
Financial Resources 4
Non-Financial Resources 4
Current Trends and Practice 5
Product Capacity 6
Export Readiness Assessment 7
Target Market 8
Potential Markets 8
Market Assessment 9
Best Target Market 10
Economic Overview 11
U.S Market Position 12
Domestic and Target Country Competition 12
Product Market Trends 15
Transportation 17
Domestic Sector 17
Product 17
Product Characteristics 18
Product Packaging 19
Product Handling 19
Pricing 20
International Pricing Issues 21
Market Price 26
Pricing Strategy 27
Unit Price 27
Profit 28
Market Entry 28
General Strategy 29
Promotional Strategy 30
Action Plan 30
Firestone Beer
The Firestone Walker Brewing Company was created in 1996 by David Walker, an expatriate Brit and his brother in-law, Andrew Firestone. Nestled in the central coast of California, this wine turned small brewery has made some major leaps in the craft brew market, winning various awards. To understand Firestone Walker and its philosophy, its origins and inception need to visited. Andrew Firestone, co-owner of Firestone Walker, began his life surrounded by vineyards and tires. Andrew is the great grandson of Harvey Firestone, the creator of Firestone tires and rubber. Andrew grew up around their family’s vineyard in Los Olivos, California. He spent much of his childhood observing and understanding the winemaking process. At a young age, Andrew knew he wanted to be a brew but believe it would be in wine. It was not until he met his brother-in-law, that the product began to shift from wines to beers.
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