Assume you are a strategy consultant working on a contract for BrewDog. In your strategic consultancy role your client, BrewDog, tasks you with strategically reviewing the future of their industry (“the craft beer industry”), especially addressing recent concerns by present and past employees regarding a toxic culture. As a result, management have asked you to research, analyse, evaluate, devise and submit a strategic plan for BrewDog to strategically respond over the long term.
Given the Company’s current position, it is important they capitalise on their current advantages and avoid threats.
Required
Your task is to prepare a 4,000 word strategic plan which addresses the following:
Identify and evaluate the key drivers of change in the macro environment with respect to the future of the craft beer industry using the PEST(EL) model.
Using Porter’s 5 Forces Model critically analyse the craft beer industry and evaluate the relative stability of BrewDog’s position in said industry.
What competitive advantages does BrewDog have and how can they make the most of these advantages?
Compile relevant points from the above analysis into a SWOT.
Critically analyse the stakeholders in the industry using a mapping technique and evaluate the stability of their current positions.
Develop and strategically evaluate the likely future scenarios for the industry on a global basis.
Discuss the medium to long-term future of the industry, and weather the future of BrewDog, is sustainable in its current structure.
What changes may occur going forward and how might The Company respond now to be best placed to prosper going forward? Consider using scenario analysis techniques here.
