Harvard Case - Amsterdam Brewery
"Amsterdam Brewery" Harvard business case study is written by Elizabeth M.A. Grasby, Erica Furgiuele. It deals with the challenges in the field of Accounting. The case study is 14 page(s) long and it was first published on : Apr 22, 2015
At Fern Fort University, we recommend that Amsterdam Brewery implement a strategic growth plan focused on leveraging its strong brand identity, expanding its distribution network, and exploring new market opportunities. This plan should be supported by robust financial management, including a detailed budget, comprehensive financial analysis, and a clear understanding of the company's financial position. This approach will enable Amsterdam Brewery to achieve sustainable growth while maintaining its commitment to quality and sustainability.
2. Background
Amsterdam Brewery is a successful craft brewery in Canada, known for its high-quality beers and commitment to sustainability. The company has experienced significant growth in recent years, but faces challenges in scaling its operations to meet increasing demand. The case study focuses on the company's decision to expand into the United States market, a move that presents both opportunities and risks.
The main protagonists of the case are the brewery's founders, who are passionate about their brand and committed to its success. They are faced with the challenge of balancing growth ambitions with maintaining the company's core values and ensuring financial stability.
3. Analysis of the Case Study
To analyze the case, we can use the following frameworks:
Strategic Framework:
- Porter's Five Forces: This framework helps assess the competitive landscape in the US craft beer market. The analysis should consider the threat of new entrants, the bargaining power of buyers and suppliers, the threat of substitutes, and the intensity of rivalry among existing competitors.
- SWOT Analysis: This framework helps identify Amsterdam Brewery's strengths, weaknesses, opportunities, and threats. Strengths include its strong brand identity, commitment to sustainability, and experienced team. Weaknesses include limited production capacity and reliance on a single location. Opportunities include expanding into new markets, developing new products, and leveraging partnerships. Threats include competition from established breweries, changing consumer preferences, and economic uncertainty.
- Ansoff Matrix: This framework helps analyze growth strategies. Amsterdam Brewery is considering market development (expanding into the US market) and product development (introducing new beer styles).
Financial Framework:
- Financial Statement Analysis: Examining the company's balance sheet, income statement, and cash flow statement can provide insights into its financial health, profitability, and liquidity. This analysis should consider key financial ratios like profitability ratios, liquidity ratios, and solvency ratios.
- Activity-Based Costing (ABC): This method can help identify the true cost of producing and distributing each beer style, allowing for more accurate pricing and profitability analysis.
- Break-Even Analysis: Determining the break-even point for each beer style can help inform pricing decisions and assess the financial viability of expanding into the US market.
Operational Framework:
- Manufacturing Processes: Analyzing the brewery's current production processes can identify bottlenecks and areas for improvement. This could involve implementing lean manufacturing principles or investing in new equipment to increase efficiency.
- Distribution Network: Evaluating the current distribution network and identifying opportunities for expansion in the US market is crucial. This could involve partnering with distributors, establishing regional distribution centers, or developing a direct-to-consumer model.
International Business Framework:
- Market Entry Strategies: Amsterdam Brewery needs to consider various market entry strategies for the US, such as exporting, licensing, joint ventures, or setting up a wholly-owned subsidiary. Each strategy has its own advantages and disadvantages, and the chosen approach should align with the company's overall strategic goals.
- Cultural Considerations: Understanding the US beer market and consumer preferences is crucial. This involves considering cultural differences, competitive landscape, and consumer trends.
4. Recommendations
Based on the analysis, we recommend the following actions for Amsterdam Brewery:
Strategic Growth Plan:
- Develop a comprehensive market entry strategy for the US market. This should include a detailed analysis of the target market, competitive landscape, and potential distribution channels.
- Invest in expanding production capacity. This could involve investing in new equipment, expanding the existing brewery, or establishing a new brewing facility in the US.
- Explore new market opportunities. This could include developing new beer styles, expanding into different segments of the craft beer market, or exploring opportunities in adjacent markets like non-alcoholic beverages.
- Develop a strong brand presence in the US market. This could involve marketing campaigns, partnerships with local businesses, and participation in industry events.
Financial Management:
- Develop a detailed budget for the US market expansion. This should include projected revenue, expenses, and cash flow.
- Conduct a comprehensive financial analysis. This should include an assessment of the company's financial health, profitability, and liquidity.
- Implement a robust financial reporting system. This should provide timely and accurate information to support decision-making.
- Explore financing options to support growth. This could include bank loans, equity financing, or other forms of debt financing.
Operational Improvements:
- Optimize manufacturing processes. This could involve implementing lean manufacturing principles, investing in new equipment, or improving supply chain management.
- Expand the distribution network. This could involve partnering with distributors, establishing regional distribution centers, or developing a direct-to-consumer model.
- Implement a strong quality control system. This is crucial for maintaining the high quality of Amsterdam Brewery's beers.
International Business:
- Build a strong team with experience in the US market. This could involve hiring local talent or partnering with experienced consultants.
- Develop a strong understanding of US regulations and legal requirements. This is essential for compliance and avoiding legal issues.
- Consider cultural differences and adapt marketing strategies accordingly. This could involve tailoring product offerings, marketing messages, and distribution channels to the US market.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with Amsterdam Brewery's core competencies in brewing high-quality beers and its commitment to sustainability. The expansion into the US market will allow the company to leverage its brand identity and expertise in a new market.
- External Customers and Internal Clients: The recommendations consider the needs of external customers, such as providing high-quality beers and a positive brand experience, as well as the needs of internal clients, such as providing a rewarding work environment and opportunities for growth.
- Competitors: The recommendations consider the competitive landscape in the US craft beer market and aim to differentiate Amsterdam Brewery from its competitors through its brand identity, product offerings, and commitment to sustainability.
- Attractiveness ' Quantitative Measures: The recommendations are supported by financial analysis, including break-even analysis, profitability projections, and cash flow projections. These measures demonstrate the potential for profitability and growth in the US market.
6. Conclusion
By implementing these recommendations, Amsterdam Brewery can achieve sustainable growth in the US market while maintaining its commitment to quality and sustainability. The company's strong brand identity, experienced team, and commitment to innovation will be key to its success in this competitive market.
7. Discussion
Other alternatives to expanding into the US market include:
- Focusing on the Canadian market: This would involve investing in expanding production capacity and distribution in Canada. However, this may limit growth potential in the long term.
- Acquiring an existing US brewery: This could provide immediate access to the US market and existing distribution channels. However, this could be a risky and expensive strategy.
The key risks associated with the recommended strategy include:
- Competition from established breweries: The US craft beer market is highly competitive, and Amsterdam Brewery will need to differentiate itself to attract consumers.
- Economic uncertainty: The US economy is subject to fluctuations, which could impact consumer spending and demand for craft beer.
- Regulatory challenges: The US has various regulations governing the production and distribution of alcoholic beverages, which could pose challenges for Amsterdam Brewery.
The key assumptions underlying the recommendations include:
- Continued consumer demand for craft beer: The recommendations assume that consumer demand for craft beer will continue to grow in the US market.
- Successful execution of the market entry strategy: The recommendations assume that Amsterdam Brewery will be able to successfully execute its market entry strategy and overcome any challenges.
- Availability of financing: The recommendations assume that Amsterdam Brewery will be able to secure the necessary financing to support its growth plans.
8. Next Steps
To implement the recommendations, Amsterdam Brewery should take the following steps:
- Conduct a detailed market research study: This should provide a comprehensive understanding of the US craft beer market, consumer preferences, and competitive landscape.
- Develop a detailed business plan for the US market expansion: This should include a clear strategy, financial projections, and operational plan.
- Secure financing: This could involve seeking bank loans, equity financing, or other forms of debt financing.
- Establish a US subsidiary or partnership: This will provide a legal framework for operating in the US market.
- Build a strong team with experience in the US market: This could involve hiring local talent or partnering with experienced consultants.
- Develop a marketing and sales plan for the US market: This should consider cultural differences and competitive dynamics.
- Monitor progress and adjust the plan as needed: This will ensure that the expansion strategy remains aligned with market conditions and company goals.
By taking these steps, Amsterdam Brewery can successfully expand into the US market and achieve its growth ambitions while maintaining its commitment to quality and sustainability.
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Case Description
The owner and president of a craft brewery and restaurant had just finished reviewing the company's mid-year results, which revealed some operational capacity issues and a limited marketing budget. As a result, the owner wanted to focus on each of the company's product lines and their contribution to the business to determine how to allocate marketing costs. Alternatively, with the company's continued growth, the owner wondered whether the brewery would be better off investing in expansion to increase its current and long-term brewing capacity.
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