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Pages:
6 pages/≈1650 words
Sources:
3 Sources
Style:
MLA
Subject:
Business & Marketing
Type:
Case Study
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 25.92
Topic:

Blackrocks Craft Brewing Case Study. Business & Marketing

Case Study Instructions:

The purpose for this assignment is to allow you the opportunity to apply key concepts from the course.
These include application of Porter’s five forces model and completion of a SWOT analysis. The case is
based on a small craft brew house in transition from start-up to success. Start by reading the article
titled: Blackrocks: Craft brewing - from hobby to business: Applying strategic management to the small
firm. Once you have read the article by Gnauck, Hart, and Pagel, read the article titled: Guidelines for
applying Porter's five forces framework: A set of industry analysis templates. This article will provide
insights on how to apply Porter’s five forces to the Blackrocks case. Review your notes about SWOT
analysis from readings in your text. Then begin the writing process. Reference all the above while writing
up your case.
When your case is completed, you must submit your final draft via the Turnitin.com link in the week 7
folder. Please be advised that submissions will not be accepted via email or any other method.
Part 1 Background Analysis: in this section you compile, and review background information related to the
organization. Your goal is to gather facts – not to assess (assessment comes later in part3). Your text
provides background on each item listed below – be sure to review this material to enhance your
understanding.
1. Describe the target market?
2. Describe Blackrocks mission – for more on mission?
3. Describe the organizational structure? Who is in charge?
4. Who are the competitors? Describe them?
5. What is the company’s market niche (competitive advantage)?
Part 2 Strategic Analysis: In this section you apply two tools from class – this is the heart of your case.
Review SWOT and Five Forces in your text before starting your narrative. Take your time – be thoughtful
and demonstrate critical thinking.
6. What are the organizations Strengths & Weaknesses (internal), Opportunities & Threats
(external)? Please complete the SWOT analysis including narrative explaining your findings.
Inclusion of a SWOT chart results in additional points.
7. Apply Porter’s Five Forces using Dobb’s article for guidance. Inclusion of a five forces chart results in
additional points.
Part 3 Recommendations: Here you write up recommendations for strengthening the business based on
your background analysis and findings from your strategic analysis (SWOT and Five Forces). This requires
you to
8. Provide at least three specific recommendations for how Blackrocks should proceed in
strengthening the business. Be sure to support your recommendations by linking each with
evidence discovered in part I and part 2 above. Make sure your recommendations are based
on your SWOT and Five Forces – there must be a link.
FSM4160 Case Study #1
Note: You may have to do additional web research specific to the industry discussed in the case when
completing the five forces analysis – be sure to plan accordingly. Please answer these questions in
narrative not bullet form.
Please use graphics as well as narrative when communicating your application of Porter’s five forces and
when completing your SWOT analysis. Weave your answers into a thoughtful paper. Take your time and
thoroughly proof read and edit your writing prior to submitting.
Paper Format: your paper must be typed and edited.
Total Length: 6-8 pages including a cover page, 4-6 pages of content, works cited
Font Size: 12-point font
Line Spacing: Space and a half
Margin: 1” maximum (L an R)
Page Numbers: Bottom of page, center, starting on page 2
1. Cover Page Includes: Student Name, Professor’s Name, Class, Assignment, and Due Date
2. Introduction (Use Heading)
Your introduction provides the reader with the overarching perspective you will share
throughout your paper. Tell the reader what your paper is about.
3. Background & Strategic Analysis (Use Heading)
This is where you weave answers to the questions listed above into your paper. Make sure this
section progresses logically from one paragraph to the next. An easy way to assure you maintain
logical progression is to write up this section of the paper and analyze the content of each
paragraph to confirm that the main points in one paragraph link with or properly set up the very
next one. A well written paper flows from one paragraph to the next with intention and clarity.
4. Recommendations & Conclusion (Use Heading)
Review the highlights of the points you made in the body of your quick response. Make a final
point or recommendation. This is where you restate your overarching perspective and make
clear the link between the content provided in the body of the paper (as evidence) and your
final perspective.
5. Works Cited Page (Proper MLA format is required)

Case Study Sample Content Preview:
Student’s Name
Professor’s Name
Course
Date
Blackrock’s Craft Brewing Case Study
Introduction
For any business to establish a steady growth trajectory, it is important to have a thorough assessment of its current standing. Such an assessment is important in order to determine the ‘health’ of the business. It also provides the business with the chance for self-criticism, and hence an opportunity to troubleshoot any problems that might be limiting its urge and potential to grow. In other terms, it gives the business the chance to break the glass ceiling as far as its limits are concerned, and hence be able to reach new heights. As for Blackrocks Craft, the same is the case. An analysis of its position in the industry will help identify the weaknesses that it has to work on, as well as the recommendations it should implement to obtain a competitive edge.
Background and Strategic Analysis Analysis
Blackrocks is a beer start-up company that started back in December 2010 in Marquette, Michigan, which by that time had a population of 20,000 people, and later the population increased by 50% because of the students in northern Michigan University. The owners who are Andy Langlois and David Manson, together with their main employee plan, are to enjoy life, having fun, and above all, to make money. The business will evolve around and mutual interest of the craft beer. The idea of the increase of population turned the hobby into a business. Later in 2010, they opened to the public in an old, private residence at 424N, which was in the third street in Marquette after buying the building. It will also be flexible in that will observe the criteria of expanding with the increasing number of customers around the town
Target Market
Since Marquette is a town, it will be common for students to start partying by moving from one bar to the other along the streets. Blackrocks will be targeting these students together with patrons of all ages who are attracted by the brewery. Other targets are; middle class, local shoppers, independent music, those interested in theater films and cultural events, and local boating community.
Mission
The mission of Blackrocks is in its commitment to fun, the community as well as providing a wide range of beer brands. The mission is expected to lead and guide the operation of the business as long as it will be in service. The goal of the company is to ensure production of quality beer. In the process of production, the company also ensures that its workers enjoy their job and take it as fun. To this end therefore, it even encourages mistakes from the workers, to enhance a free, harmonious workplace.
Therefore, the company looks forward to having the ability to always provide the customers with more than just traditional brew but also with the quality and fun; as this will encourage more of the excellent work environment and treating its customers with dignity and high respect regardless of age and gender.
Organizational Structure
The top owners of the organization will be Andy and David. Since the business is small, there will be four full-time employees of the company, which are Andrew Reeves and Chris Hutte. There are seven part-time employees in the busine...
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