Harvard Case - Pitcher Perfect: Visualizing Interactive Beer Profiles
"Pitcher Perfect: Visualizing Interactive Beer Profiles" Harvard business case study is written by Anthony Palomba. It deals with the challenges in the field of Business Ethics. The case study is 4 page(s) long and it was first published on : Dec 18, 2022
At Fern Fort University, we recommend that Pitch Perfect implement a comprehensive strategy to leverage technology and data analytics for creating interactive beer profiles, while prioritizing ethical leadership, transparency, and sustainability throughout their operations. This strategy will involve developing a robust data privacy framework, fostering diversity and inclusion within the team, and engaging in ethical marketing practices.
2. Background
Pitch Perfect is a family-owned craft brewery facing a challenge: how to differentiate itself in a crowded market. The company's founder, John, is passionate about creating unique beers, but lacks the marketing expertise to effectively communicate their unique qualities to consumers. The case study highlights the potential of interactive beer profiles, a disruptive innovation that could revolutionize how consumers discover and experience craft beers.
The main protagonists are John, the founder, and his daughter, Sarah, who brings a fresh perspective and technological expertise. The case study explores the potential for technology and analytics to drive growth, while also raising concerns about data privacy, ethical marketing, and corporate social responsibility in the context of a family business.
3. Analysis of the Case Study
Strategic Framework: This case study can be analyzed through the lens of Porter's Five Forces framework:
- Threat of New Entrants: High, as the craft beer market is attractive to new entrants.
- Bargaining Power of Buyers: Moderate, as consumers have a wide range of choices.
- Bargaining Power of Suppliers: Low, as raw materials are readily available.
- Threat of Substitute Products: Moderate, as consumers can choose other alcoholic beverages.
- Competitive Rivalry: High, as the craft beer market is highly competitive.
Key Issues:
- Market Differentiation: Pitch Perfect needs to stand out from competitors and effectively communicate its unique selling proposition.
- Technology Adoption: The company needs to strategically adopt technology and data analytics while ensuring ethical and responsible practices.
- Data Privacy: Pitch Perfect must ensure that customer data is handled responsibly and ethically.
- Ethical Marketing: The company needs to balance its marketing efforts with ethical considerations.
- Corporate Social Responsibility: Pitch Perfect should consider its impact on the environment and society.
4. Recommendations
1. Develop Interactive Beer Profiles:
- Technology Investment: Invest in a user-friendly platform that allows customers to create personalized beer profiles based on their preferences.
- Data Analytics: Utilize data analytics to understand customer preferences and tailor marketing efforts accordingly.
- Transparency: Be transparent about data collection practices and ensure customer consent.
- Ethical Marketing: Develop a code of conduct for data usage and ensure compliance with all relevant regulations.
2. Embrace Ethical Leadership:
- Corporate Social Responsibility: Integrate corporate social responsibility into the company's mission and values.
- Sustainability: Implement green business practices to minimize environmental impact.
- Fair Trade: Source ingredients from suppliers who adhere to fair trade principles.
- Diversity and Inclusion: Promote diversity and inclusion within the company and its supply chain.
3. Enhance Stakeholder Relations:
- Transparency: Communicate openly with stakeholders about the company's vision, values, and practices.
- Customer Engagement: Engage customers in a meaningful way, seeking their feedback and incorporating it into product development.
- Community Involvement: Support local communities through sponsorships and charitable initiatives.
5. Basis of Recommendations
These recommendations consider:
- Core Competencies: Leveraging John's brewing expertise and Sarah's technological skills.
- External Customers: Providing personalized experiences and catering to diverse preferences.
- Internal Clients: Ensuring a transparent and ethical workplace culture.
- Competitors: Differentiating Pitch Perfect through innovation and ethical practices.
- Attractiveness: Increased brand awareness, customer loyalty, and market share.
Assumptions:
- Consumers are willing to share data in exchange for personalized experiences.
- Technology can be effectively implemented to enhance the customer experience.
- Ethical practices will be valued by consumers and stakeholders.
6. Conclusion
Pitch Perfect has a unique opportunity to leverage technology and data analytics to create a differentiated brand experience. By prioritizing ethical leadership, transparency, and sustainability, the company can build a strong reputation and create a positive impact on the industry.
7. Discussion
Alternatives:
- Traditional Marketing: Focusing on traditional marketing channels like print advertising and television commercials.
- Limited Technology Adoption: Implementing technology only for basic data collection and analysis.
Risks:
- Data Privacy Breaches: Failure to maintain data security could lead to reputational damage.
- Ethical Concerns: Misuse of data or unethical marketing practices could alienate customers.
- Technology Adoption Challenges: Implementation challenges could delay the launch of interactive beer profiles.
Key Assumptions:
- Consumers are willing to share data in exchange for personalized experiences.
- Technology can be effectively implemented to enhance the customer experience.
- Ethical practices will be valued by consumers and stakeholders.
8. Next Steps
Timeline:
- Month 1: Develop a data privacy framework and code of conduct.
- Month 2: Select and implement a technology platform for interactive beer profiles.
- Month 3: Launch a pilot program with a select group of customers.
- Month 4: Gather feedback and refine the platform based on customer insights.
- Month 5: Roll out the interactive beer profiles to a wider audience.
Key Milestones:
- Secure customer consent for data collection and usage.
- Train employees on data privacy and ethical marketing practices.
- Develop a comprehensive marketing strategy for the interactive beer profiles.
- Monitor customer feedback and make necessary adjustments to the platform.
By implementing these recommendations, Pitch Perfect can position itself as a leader in the craft beer industry, while also demonstrating its commitment to ethical leadership and corporate social responsibility.
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Case Description
This fictional case introduces students to interactive presentations through the situation of a US craft beer company that is developing a new beer product. The case discusses an organizational push to incorporate technology to help drive decision-making throughout. It opens with a product manager who is starting to design a new beer flavor and feeling pressure from his boss to embrace the CEO's desire for interactive presentations. Having relied on static presentations previously, the manager searches for guidance to get started. This case is taught at Darden in a first-year MBA elective business communications course, "Storytelling with Data." It could also be used in a module on producing interactive presentations. The material can be taught in tandem with an introductory lesson in Tableau, Power BI, or some other interactive presentation program.
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