Market IntelligenceP a g e|1MARKET INTELLIGENCE: Craft Beer in New YorkHemang Panchal (1079857)Lawrence Kinlin School of Business, Fanshawe CollegeMGMT6131 Feasibility of International TradeIuliia Kau6 February 2022
Market IntelligenceP a g e|2Table of contentMarket Intelligence………………………………………………………………………….3Competitive evaluation……………………………………………………………………...3The market infrastructure…………………………………………………………………...5The forces affecting the market……………………………………………………………...8References…………………………………………………………………………………...8Appendix……………………………………………………………………………………10Market Intelligence
Market IntelligenceP a g e|3The Railway City Brewing Company started their business as a tiny operation located indowntown of St. Thomas, Ontario, Canada, in 2008. The beer is created entirely by hand usingthe best ingredients and is prepared organically in small batches in a historic city.[ CITATIONLin08 \l 1033 ]The retail shop on the premises of their brewery is open seven days a week and offers sampletastings. Their motivation is to honour their small town's history and heritage. After a few years,the firm started to make money and recognized it needed to increase its manufacturing capacityto meet the demand of customers. So, they relocated their operations to Edward Street, where itincreased the number of containers and equipment.[ CITATION Rai \l 1033 ]The brewery is named after the city of St. Thomas, and its objective is to provide a well-balancedand pleasant pint of beer. They also sell shirts, bottle openers, and drinkware, among severalother accessories. Beer elements are a significant source for the firm, so they continue toexperiment with their beverage throughout the year. The enterprise also continues to sponsorvarious community events and participate in local charitable works. The Railway BrewingCompany might always be found at a beer festival. [CITATION AMA08 \l 1033 ]Comprehensive Evaluation:Political Environment and Legal Environment:The beer industry is worth $110 billion in the United States alone. According to theBrewers Association, volume beer sales in the United States declined 1% in 2017,whereas craft brewer sales increased 5%. Microbreweries seem to be on the rise. Thesesmall businesses, which sell unique items for a limited period in specific places, areshowing signs of expansion in 2018.[ CITATION KIE18 \l 1033 ]Beer production is highly dependent on tax policy. Raising taxes won't help much because therates are decided by the federal and state governments. The beer industry must adhere to bothfederal and state regulations in order to manufacture, make sales, and promote its goods legally.Everything from the ingredients on the can label must be authorized before the product can bedistributed. [ CITATION KIE18 \l 1033 ] The Alcoholic Beverage Control Law ("ABC Law") isintended to carry out the State of New York's policy regarding alcoholic drinks. From theimplementation of the ABC Law in 1934 until the present, the State of New York has held that it
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