LagunitasLagunitasInternational American UniversityBUS 590: Business StrategyMichael Pottenger, Ph.D.February, 2020
LagunitasCheers to ChallengesLagunitas Brewing Company, founded in 1993 in Lagunitas, California, is now asubsidiary of Heineken International. But to get there, they had do develop different areas togrowth in order to be successful. Lagunitas was a small start-up company, focused on makingcraft, homemade beer, made from scratch.“By 1994, the brewing operation of Lagunitasoverwhelmed the capacity of the small grocery store’s septic system . At some point it all got tobe too much, and while the little brewery was just beginning to carry its own weight financially,selling only the private-label draft beer, I needed to hire some help”. Said Tony Magree (page 23-4) . Therefore,setting objectives for long term strategies, was the key to make that profit butsmallcompany, become reference in the market, associating the product to one of the best sellerof beers in the world.
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