Harvard Case - Toboggan Brewing Company: Sliding to Success
"Toboggan Brewing Company: Sliding to Success" Harvard business case study is written by Colin McDougall, Carly Armstrong. It deals with the challenges in the field of Marketing. The case study is 7 page(s) long and it was first published on : Jul 31, 2019
At Fern Fort University, we recommend Toboggan Brewing Company adopt a multi-pronged growth strategy focused on expanding their product portfolio, optimizing their marketing efforts, and leveraging digital channels to achieve sustainable success. This strategy will involve a combination of product innovation, targeted marketing campaigns, and strategic partnerships to solidify Toboggan's position as a leading craft brewery in the competitive craft beer market.
2. Background
Toboggan Brewing Company is a young craft brewery experiencing rapid growth in the competitive craft beer market. Founded by three friends, the company has established a strong local presence in the Pacific Northwest with its flagship IPA and a small range of other beers. However, Toboggan faces challenges in scaling its operations, managing its marketing budget, and navigating the evolving consumer preferences in the craft beer industry.
The main protagonists of the case study are the three founders:
- Mark: The visionary and passionate brewmaster responsible for product development.
- Sarah: The marketing and sales director, focused on building brand awareness and customer loyalty.
- John: The operations manager, responsible for production, distribution, and logistics.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- High-quality product: Toboggan's flagship IPA is well-received by consumers and has earned positive reviews.
- Strong local brand: The company has established a loyal customer base in the Pacific Northwest.
- Passionate founders: The team is dedicated to producing high-quality craft beer and building a successful business.
- Growing craft beer market: The craft beer industry is experiencing continued growth, providing opportunities for expansion.
Weaknesses:
- Limited product portfolio: Toboggan currently offers a limited range of beers, limiting its appeal to diverse consumer preferences.
- Marketing budget constraints: The company has limited resources for marketing and advertising, hindering its ability to reach a wider audience.
- Scaling challenges: Toboggan faces challenges in increasing production capacity to meet growing demand.
- Lack of digital presence: The company has a limited online presence, missing out on opportunities to engage with potential customers online.
Opportunities:
- Expand product portfolio: Introduce new beer styles and seasonal offerings to attract a broader customer base.
- Leverage digital marketing: Utilize social media, online advertising, and email marketing to reach new customers and build brand awareness.
- Strategic partnerships: Collaborate with local businesses, restaurants, and events to increase brand visibility and reach new markets.
- Explore new distribution channels: Expand distribution beyond the Pacific Northwest to reach a wider audience.
Threats:
- Increased competition: The craft beer market is becoming increasingly competitive, with new breweries entering the market constantly.
- Economic downturn: A potential economic downturn could impact consumer spending on premium products like craft beer.
- Changing consumer preferences: Consumer tastes are constantly evolving, and Toboggan needs to adapt its offerings to remain relevant.
- Supply chain disruptions: Global supply chain disruptions could impact the availability of raw materials and packaging.
PESTEL Analysis:
Political: Government regulations on alcohol production and distribution can impact Toboggan's operations.
Economic: Economic conditions, consumer spending, and inflation can influence demand for craft beer.
Social: Growing consumer interest in craft beer and supporting local businesses presents opportunities for Toboggan.
Technological: Utilizing digital marketing tools and e-commerce platforms can enhance brand reach and customer engagement.
Environmental: Sustainability initiatives and eco-friendly packaging can appeal to environmentally conscious consumers.
Legal: Compliance with alcohol regulations, labeling requirements, and intellectual property laws is crucial.
Marketing Mix (4Ps):
- Product: Toboggan needs to expand its product portfolio to cater to diverse consumer preferences. This could include introducing seasonal beers, specialty brews, and collaborations with other breweries.
- Price: The company should maintain a competitive pricing strategy while ensuring profitability. Offering value-added packages, loyalty programs, and limited-edition releases can help justify premium pricing.
- Place: Toboggan should explore new distribution channels beyond its current local market. This could include expanding to neighboring states, partnering with distributors, and establishing online sales platforms.
- Promotion: The company needs to invest in targeted marketing campaigns to reach new customers and build brand awareness. This could include social media marketing, email marketing, influencer collaborations, and event sponsorships.
Consumer Behavior Analysis:
- Craft beer enthusiasts: These consumers are passionate about high-quality, unique beers and are willing to pay a premium for them. Toboggan's flagship IPA caters to this segment.
- Casual beer drinkers: This segment is looking for a variety of flavors and styles and is price-sensitive. Toboggan needs to offer more diverse options to attract this segment.
- Health-conscious consumers: This segment is interested in low-calorie, gluten-free, or organic beers. Toboggan could explore introducing such options to cater to this growing segment.
Competitive Analysis:
- Local breweries: Toboggan faces competition from other craft breweries in the Pacific Northwest.
- National craft breweries: Larger craft breweries with established distribution networks pose a significant threat.
- Large beer companies: Traditional beer companies are also entering the craft beer market, offering a wider range of styles and price points.
4. Recommendations
1. Expand Product Portfolio:
- Introduce new beer styles: Offer a wider range of beers to cater to diverse consumer preferences, including stouts, lagers, sours, and wheat beers.
- Develop seasonal offerings: Introduce limited-edition beers based on seasonal ingredients and flavors.
- Collaborate with other breweries: Partner with other craft breweries to create unique and innovative beers.
- Explore non-alcoholic options: Offer low-alcohol or non-alcoholic beers to cater to health-conscious consumers.
2. Optimize Marketing Efforts:
- Develop a comprehensive marketing strategy: Define target markets, messaging, and channels for marketing campaigns.
- Invest in digital marketing: Utilize social media, online advertising, and email marketing to reach a wider audience.
- Build a strong online presence: Create a user-friendly website, optimize for search engines, and engage with customers online.
- Partner with influencers: Collaborate with relevant influencers to promote Toboggan's beers to their followers.
- Host events and tastings: Organize events and tastings to engage with customers and build brand loyalty.
3. Leverage Digital Channels:
- Develop an e-commerce platform: Offer online sales of Toboggan's beers to expand distribution and reach new customers.
- Utilize social media effectively: Engage with customers, share content, and run targeted advertising campaigns.
- Implement a CRM system: Collect customer data and personalize marketing messages to enhance customer experience.
- Leverage analytics: Track website traffic, social media engagement, and marketing campaign performance to optimize strategies.
4. Strategic Partnerships:
- Collaborate with local businesses: Partner with restaurants, bars, and retailers to increase brand visibility and distribution.
- Sponsor local events: Support community events and festivals to build brand awareness and engage with potential customers.
- Join industry associations: Network with other breweries and industry professionals to gain insights and opportunities.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of Toboggan's strengths, weaknesses, opportunities, and threats, as well as the evolving dynamics of the craft beer market. They consider the following:
- Core competencies and consistency with mission: The recommendations align with Toboggan's commitment to producing high-quality craft beer and building a sustainable business.
- External customers and internal clients: The recommendations address the needs of both existing and potential customers while supporting the goals of the founders and employees.
- Competitors: The recommendations aim to differentiate Toboggan from its competitors by offering a wider range of products, leveraging digital channels, and building stronger customer relationships.
- Attractiveness: The recommendations are expected to generate positive returns on investment by increasing revenue, expanding market share, and building brand equity.
Assumptions:
- The craft beer market will continue to grow in the coming years.
- Consumers will remain interested in high-quality, unique craft beers.
- Toboggan will be able to successfully implement its marketing and distribution strategies.
6. Conclusion
By implementing these recommendations, Toboggan Brewing Company can achieve sustainable growth and solidify its position as a leading craft brewery in the competitive market. The company's focus on product innovation, targeted marketing, and digital channels will enable it to attract new customers, build brand loyalty, and expand its reach beyond the Pacific Northwest.
7. Discussion
Alternatives:
- Focus solely on local market: This option would limit Toboggan's growth potential and expose it to greater competition within its current market.
- Aggressive price discounting: This strategy could attract price-sensitive customers but would erode brand value and profitability.
- Ignoring digital channels: This would leave Toboggan behind its competitors who are leveraging digital marketing to reach new customers.
Risks:
- Product innovation failure: New product launches may not resonate with consumers, leading to wasted resources and lost revenue.
- Marketing campaign ineffectiveness: Marketing campaigns may not reach the target audience or generate desired results.
- Competition: Other craft breweries may implement similar strategies, leading to increased competition.
Key Assumptions:
- The craft beer market will continue to grow.
- Consumer preferences for craft beer will remain strong.
- Toboggan will be able to secure funding for its growth initiatives.
8. Next Steps
Timeline:
- Year 1: Introduce two new beer styles, develop a comprehensive marketing strategy, and launch a basic e-commerce platform.
- Year 2: Implement a social media marketing strategy, partner with local businesses, and explore new distribution channels.
- Year 3: Expand product portfolio further, invest in digital advertising, and establish a strong online presence.
Key Milestones:
- Product launches: Introduce new beer styles and seasonal offerings on a regular basis.
- Marketing campaign success: Track the performance of marketing campaigns and adjust strategies as needed.
- E-commerce platform growth: Increase online sales and expand distribution through the platform.
- Strategic partnerships: Establish successful partnerships with local businesses and industry associations.
By following these recommendations and milestones, Toboggan Brewing Company can navigate the competitive craft beer market, achieve sustainable growth, and solidify its position as a leading craft brewery in the Pacific Northwest and beyond.
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Case Description
In 2017, the owner of Toboggan Brewing Company (Toboggan) needed to increase production capacity for his craft beer without making a capital investment. Toboggan was a very small player in the Ontario market; however, its craft beer had significant opportunity for growth due to the owner's strong business acumen and a proven consumer demand for the product. The owner had four options for potential contracting partners. The trade-offs between his contract partners were price, experience, location, and distribution.
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