Well-known companies have already proven that they can differentiate their brands and reputations, as well as their products and services, if they take responsibility for the well-being of the societies and environments in which they operate. These companies are practicing social responsibility in a manner that generates significant returns to their businesses. Social responsibility makes a company more competitive and reduces the risk of sudden damage to the company’s reputation and sales (O.C. Ferrell, 2012). New Belgium Brewing saw social responsibility as part of a continuing process of building value.
Case Study New Belgium Brewery Social Responsibility and Ethics Management MGMT 325 Activity 1.3 Case Study New Belgium Brewery 1. What are the ethical issues in this case? The ethical issues in this case revolve around the core values of New Belgium Brewing Company. NBB is promoting a beer culture with responsibility, and enjoyment for beer in a kindling, cultivating, balancing and trusting environment. New Belgium Brewing Company was founded on the ethics of sustainability and social responsibility.
The History of Anheuser-Busch It’s been over one hundred and twenty long years since Adolphus Busch first introduced Budweiser to the United States. Although much has changed over all that time, the "spirit of Adolphus and his great dreams remain unchanged, as vibrant today as it was a century ago. Through many consecutive generations of Busch family management, Budweiser has become a reliable, truly genuine, American beer. These greater makings are the outcome of Busch’s innovative dreams and ideas, the stable control through three major disasters, and the change of a company over all these years. (www.anheuser-busch.com) The story starts with Adolphus Busch.
Rogers’ Chocolates Introduction Rogers’ Chocolates has been a premium chocolate producer since 1885, and has established a unique brand that has become well known throughout British Columbia, Canada. The firm recently considered expanding the firm’s brand, and to do this the board of directors brought in Steve Parkhill. The board of directors asked Mr. Parkhill to double or even triple the size of the firm within 10 years, all while keeping the firm’s culture. While this task may be challenging enough for Mr. Parkhill, the premium chocolate market is observing several changes. In order for Mr. Parkhill to achieve the board of director’s request he will need to determine Rogers’ Chocolates core competencies and use them to create a competitive advantage.
This is the first time the brand will offer a non-beer alternative since the conception of Molson Breweries in 1786. The following paper will provide a detailed marketing strategy to build brand loyalty and ensure success of Molson Canadian Cider. Situation Analysis: Strengths: Molson Canadian has been a trusted, nationwide, household name for decades. Through their long history and deep Canadian roots, Molson Canadian has been able to leverage brand awareness and loyalty by capitalizing on a society that is high in nationalism. They have maintained a strong market share that currently rests at 35.2% (Reference 2) for total volume of beer in Canada.
According to Bloomberg Business Week, Coca-Cola remains the best globally recognized brand across all industries for years, while Pepsi’s brand ranked number 25 in the year 2008. Thus, Coca-Cola is able to charge premiums for its syrup concentrates due to its larger market shares and better brand name recognition. In order to compete against Coca-Cola and increase revenue, Pepsi has diversified its businesses as I stated above into other markets such as snacks, chips, and breakfast foods, with its core business focusing on soft drinks. Undoubtedly, the company’s strongest and most identifiable brand is indeed Pepsi but it has a certain advantage over Coca-Cola since it is more diversified. On April 9, 2009, Coca-Cola Company reported cash and cash equivalent to be $6,816,000,000 and on December 26, 2009, Pepsi reported cash and cash equivalent to be $3,943,000,000.
Although that sounds corny it is nice to know that they think past the concept or making money. PepsiCo’s mission is “to be the world's premier consumer products company focused on convenient foods and beverages.” (http://www.pepsico.com). Although in PepsiCo’s vision statement they mention something about improving the world, they prove that they are all business in their mission statement. Coca-Cola demonstrates that making the world a better place is part of their mission in their mission statement. The Coca-Cola Company offers a wide variety of drinks like: Sprite, Fanta, Dr. Pepper, Minute-Maid, and PowerAde just to name a few.
The Company The name of the company involved in the case analysis is Deutsche Brauerei. It is a family owned beer producing company located outside of Munich, Germany. The Industry Deutsche Brauerei is supposed to be one of the top leaders in the Beverages- Brewers industry in Germany; by producing quality beer, the brewery managed to expand its operations to Eastern Europe and to occupy a significant share of the East European brewery market. Company History Founded in 1737 by the Schweitzer family, Deutsche Brauerei has been in business for 12 generations and the company’s beer output potential increased every year due to continuous improvements and modernization. Originally designed to meet the tastes of the German beer drinkers, the brewery expanded its operations into Ukraine to take advantage of the unutilized market that existed there due to the increased economical risk in the region.
Hence, there is no real threat to see a new comer eroding the whole market profits by heating up internal rivalry. • Performance in the soft drink industry is highly related to brand reputation and consumers highly value it and are mostly brand loyal. Entrants should heavily invest in advertising and merchandising to establish a strong brand awareness. • Network externalities: Pepsi and Coke have a large installed base: they handle both concentrate production and bottling through their own
Because Starbucks is successful in executing its differentiation strategy, it is able to command a premium price for its products; increase unit revenues; and capture, maintain, and grow consumer brand loyalty. Starbucks enhances its differentiation by focusing on the following uniqueness drivers: * Product features and performance: Starbucks has a vast and superior