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Breckenridge Brewery Company Although Breckenridge Brewery is known in the marketplace as a successful company one it seems to be at the crossroads now. I think
technology ASSIGNMENT 1 : CASE STUDY ANALYSIS Case 6 ? Brewing Change at Breckenridge Brewery INTRODUCTION Breckenridge Brewery is a craft brewer which was established
Submitted by ewaczech on March 8, 2008
Category: Business
Words: 338 | Pages: 2
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Although Breckenridge Brewery is known in the marketplace as a successful company one it seems to be at the crossroads now. I think that they expensed too quickly into new markets, which was very competitive. As a small operation they were not ale to couch enough shares from that market. The brewpub concept has been tasted and found effective in the places where Breckenridge has tried it. While expanding the new concept across the country may be seeing as an opportunity, but it seems that the concept does not translate well to different states. Look, like they didn't do enough market resource. The company seems to be operating without a comprehensive plan. Breckenridge uses old technology to manufacture their beer and this limits their ability to mass produce their product. The brew-pubs suffered from a lack of consistency, poor communication and inefficiency. I feel that create of a more uniform theme and menus in the brewpubs will be beneficial for the company. They should modernize their beer production facilities to increase beer production. I will also suggest the downsizing in the distribution and concentrate mostly on the regions that they are already successful in. As we can see while the Breckenridge beer was distributed in about 30 states, the Colorado market generates over 50% of the total sales. A large part of their success had to do with the ski/mountain theme that the brewpubs held. I will suggest focusing their operations in the Colorado area and other ski area. I also feel that the brewpubs profit is combining with the profits generated by the brewery. This does not give the manager a good idea of profitability of each segment of the business. I think they need to better track results, so I will advice them to separate the operations of the brewery from the brewpubs to see which segment is loosing money. I believe that the concept of top microbrewery producing fresh, quality beer and a chain of brewpubs has potential, but couple changes need to...
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