Selected Aspect Of The Microbreweries Boom â€Myassignmenthelp.Com

Question: Discuss About The Selected Aspect Of The Microbreweries Boom? Answer: Introducation The machines Easy Brew will make crafting of beer delightful for customers at the comfort of their home with latest technology. Customers can brew beer with products of the company using in-built recipes as well as recipes and natural ingredients for brewing will be delivered at doorstep by Easy Brew community. The machine will be targeted to the university students and young population of New South Wales. The machine is planned to be distributed from Sydney to Wollongong and Newcastle and other parts of New South Wales. The sales of the machines is expected to increase by 15% every year so that revenue of 1.2 million AUD can be obtained by third year of operation. The fine quality of products will delight customers of New South Wales as they can brew beers at home after just one-time investment in purchasing machines of Easy Brew.(Schaper et al 2014). Marketing The Company aims to gain customers for repeat purchase by delivering quality products to customers. The product will focus on excellent taste of beer which will attract loyal customer base. The company will promote itself as a Youth Brand and will aim to position itself as a brand with excitement personality. The company will make use of both Above the Line and Below the Line promotional activities for promoting the product. The products will be promoted in industry show of liquor, fairs and will target campus university students and youths. Online promotional strategy on digital platforms will also be used to gain a good customer base (McKeever 2016). The organization which manufactures Easy Brew will have separate divisions for the, bottling and shipping process, production and delivery process. The manufacturing of products will follow high quality standards and products will be equipped modern technology. The Easy Brew machine will be available to customers online and can be ordered by mobile apps for home delivery in Sydney. The company will deliver Easy Brew machine based on Just-In-time technology for premium products. The company will make payment easy and safe for customers online by building a safe digital platform (Gnauck, Hart and Pagel 2014) Initial investment of 150,000 AUD will be required by Easy Brew to begin its operation. The manufacturing will start with loans from banks, investment from friends and family and will fund itself by angel investors and venture capitalists for expanding its operation in New South Wales. The price of EasyBrew machines will be reduced by 12% for first 6 months so that the Company break evens and becomes profitable. After two years, 20 % bottom-line profitability is expected. The machines of Easy Brew are expected to achieve increase 15 % sales year on year so that revenue at the end of third year can be expected to be 1.2 million AUD. 1.1 MISSION STATEMENT- To delight customers by delivering them high-quality beer machines which will make the brewing process delightful for them at comfort of home. The company which manufactures Easy Brew started its operation in Sydney, New South Wales. Within 2 years of operation the Easy Brew machines have gained popularity among customers of Sydney. Distribution of Easy Brew has been planned for expansion so that the products can be available in all markets of New South Wales. The company has 20 people in sales, delivery and production. The Easy Brew machines make crafting of beer at home easier by modern technology , customers can select their recipes from RFID tags of machine, some machines of EasyBrew are automated and in the premium range to make crafting of beer delightful at comfort of home for customers(Watne and Hakala 2013). The business goals of Easy Brew are as follows- 1)To achieve a growth of sales revenue to 1.2 million AUD by the third year of its operation. 2) To distribute products through online platform like company website, through websites like Direct Shop and mobile apps. 3) To expand its distribution in popular cities of Australia like Sydney, Wollongong and Newcastle within next five years. 4) To deliver products of high quality to customers and to remove any obstacle between the product and customer by delivering them high quality products which can make the brewing process easy and delightful so that customers make repeat purchase. 5) To promote the products on digital platforms by making customers aware about easy brewing at home and by building customer relationships using digital tools like data mining and e-mail marketing and make home delivery available for customers (Leschke 2013). Regional producers have dominated the beer market in New South Wales and Sydney. The company faces indirect competition from ready- made beer brands like Malt Shovel Brewery which is a part of Lion, St Arnou, Stockade Brew Co and Pines Brewing Company. Regional beer companies in Sydney and New South Wales have to compete with brands like Lion, Carlton and United Breweries and Coopers Brewery. It is difficult for Easy Brew products to promote the new concept of brewing beer at home. New South Wales has 7.7 million populations which is almost one third of Australias population. More than 5 million people live in Sydney and Wollongong and Newcastle have three fourth of population of NSW. The state has popular universities like University of Sydney, University of New Castle and University of New South Wales and there are 35% sales of beer in among college campus communities. Population in the state grows because of immigration and industry growth which can add to customer base of Easy Brew(Argent 2017). Product And Target Market The machine Easy Brew will make the craft of brewing easy for customers. The machines will be equipped with computerized program for customers to create recipes of their own. Fresh grains, yeast and hops will be delivered to customers along with machines of Easy brew. Around 6 litres of beer can be manufactured within 2 hours using Easy Brew products. Easy Brew will have fully automated machine called Easy Brew Pro which will be priced in premium range. Thecompany targets two sets of customers in Sydney and New South Wales-customers who study in Universities and young men and women in the age bracket of 25-30 living in the cities by making the product available in popular pubs and local markets(Hollensen 2015). The producers of Easy Brew must obtain license to distribute its products to customers. Standard hours for trading will be applied to the license and the license can be applied as an individual or corporation. Consent of Local Council will be required and if the applicant of license is an individual, Certificate of Responsible Service of Alcohol must be provided. Ogranizational Structure And Staffing The organization structure of manufacturer of Easy Brew product will be flexible with less hierarchy and there will be managers for the manufacturing, shipping operations, digital marketing and sales division. The company will follow a Just-in-time technology for shipping of beer machines. An open communication will be followed throughout the organization and all departments will collaborate with each other for a smooth flow of information. (Russell-Jones 2014). Equipment Required Equipment required for manufacturing the products of Easy Brew will be gallon pot, airlock, stopper, hydrometer jar , nylon bags(Thomas 2013). The production process will follow the Just-in-Time technology for certain premium products of Easy brew for assembling of product parts.The production process will enable customers to manufacture beer using latest technology. The premium products will be fully automated. Customers can select recipes from RFID tags of machines of Easy Brew. The products will brew beers with home delivered natural ingredients which will give the crafted beer its unique color and taste(Maier 2013). References Argent, N., 2017. Heading down to the local? Australian rural development and the evolving spatiality of the craft beer sector.Journal of Rural Studies. Gnauck, B., Hart, C. and Pagel, L., 2014. Blackrocks: Craft Brewing-From Hobby To Business: Applying Strategic Management To The Small Firm.Journal of Business Case Studies (Online),10(2), p.103. Hollensen, S., 2015.Marketing management: A relationship approach. Pearson Education.a Leschke, J., 2013. Business model mapping: A new tool to encourage entrepreneurial activity and accelerate new venture creation.Journal of Marketing Development and Competitiveness,7(1), pp.18-26. Maier, T., 2013.Selected aspect of the microbreweries boom.Agris on-line Papers in Economics and Informatics,5(4), p.135. McKeever, M., 2016.How to write a business plan.Nolo. Russell-Jones, N., 2014.Business Planning Pocketbook.Management Pocketbooks. Schaper, M.T., Volery, T., Weber, P.C. and Gibson, B., 2014.Entrepreneurship and small business. Thomas, D., 2013. Malting: the latest craft.Brewer Distiller Int., London, UK. Watne, T.A. and Hakala, H., 2013. Inventor, founder or developer?An enquiry into the passion that drives craft breweries in Victoria, Australia.Journal of Marketing Development and Competitiveness,7(3), p.54.