aime_nathan_BUS313_assignment6

aime_nathan_BUS313_assignment6 - Running Head: DOGFISH...

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Running Head: DOGFISH HEAD: FINAL STRATEGY PLAN Dogfish Head: Final Strategy Plan Nathan Aime Business 313 Professor Lazo December 27, 2011
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DOGFISH HEAD: FINAL STRATEGY PLAN TABLE OF CONTENTS SIX PATHS FRAMEWORK……………………………………………………………………. .4 CREATING BUYER UTILITY…………………………………………………………….…….5 NONCUSTOMERS……………………………………………………………………………. ....5 BUYER’S EXPERIENCE CYCLE……………………………………………………………. ....6 BUYER UTILITY MAP…………………………………………………………………….…….6 FOUR ACTIONS FRAMEWORK…………………………………………………………….…8 TAGLINE………………………………………………………………………………………. ...8
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DOGFISH HEAD: FINAL STRATEGY PLAN Dogfish Head: Final Strategy Plan Instead of competing head-to-head in an existing industry for known customers of other suppliers in what we call a “Red Ocean,” an organization can generate high growth and profits by creating new demand in a “Blue Ocean,” or uncontested market space. One industry where there is a very large amount of competition is the beer industry. During the last two decades, the beer industry has progressed in a rationally predictable fashion, backed by a clear story. There was a basically static overall market size, but the pie was continuously being divided over and over again. A few of the large brewers got even larger, while others deteriorated. The craft brewers came in as the regional brewers dropped out. For statisticians, the development which was the most unpredictable was the import growth, which came up from nothing and ended up with 13% of the market. In order to align the strategy with the big picture and create a blue ocean out of the cut- throat competition of the red ocean beer industry, one should look to the example Dogfish Head Craft Brewery has created. The remarkable story of Dogfish Head Craft Brewery started with the unconventional mindset of Sam Calagione when he grew the brewery into one of America’s fastest growing brewery from just a tiny little Delaware brewpub, and his beers are currently distributed in thirty states. He chose not to have a marketing or advertising budget and yet Dogfish Head’s revenues soared. San Calagione has thought of some “outside the box” publicity stunts to grab attention of the media and potential consumers, such as when he first introduced his beer to New Jersey, he used a homemade boat to cross the Delaware River. He has also created beers which have made the competition irrelevant. Dogfish Head Craft Brewery became a Blue Ocean Strategy business by eliminating the marketing and advertising which is so heavily pushed by the large beer manufacturers and has relied mostly on word-of-mouth advertising to
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DOGFISH HEAD: FINAL STRATEGY PLAN increase demand for their products. Dogfish has reduced the unflavorful tasting beers and raised
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aime_nathan_BUS313_assignment6 - Running Head: DOGFISH...

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