needs to be more cognizant of who and how he aligns himself and be prepared to accept the consequences. Financially, the company seems to be fighting for a come-back and has been moderately successful despite past issues with low liquidity and inconsistent financial performances. From a societal standpoint, Sam Adams beer is nothing if not a staple in every beer store from Boston to Las Angeles and beyond. Sam Adams Boston Lager remains a solid beer, consistent, cheaper than some local offerings, and a solid representation of history of craft beer, the BBC stays in a constant social battle to remain relevant. Technological advancement will always be a factor in any type of large-production industry. With the revolutions in technology coming out on a weekly, almost daily, basis; the Boston Beer Company needs to stay on top the tech game to compete. With this close examination on the internal and external factorsthat could (and have) impacted the company, a final assessment of the company’s greatest assets can be further explored.
Final Business Development Plan: Boston Beer Company 22III.Opportunities and TrendsIn both the SWOT and PEST analysis, the concept of strong competition between the booming craft beer industry and the long-standing Boston Beer Company (BBC) has been firmlydiscussed.Rob Masson, the director of Research Cambridge for EMC corp. writes, “new ideas require focus and investment. More and more, companies with thousands of employees supporting their intrapreneurial talent, whether sponsoring internal innovation competitions or providing access to technical or financial resources” (2010). Long hours, minimal vacation, and a highly competitive industry is the reason many small breweries work hard to value their employees in their company culture, financially, educationally or otherwise. Taking a closer look at the intrapreneurial and entrepreneurial opportunities as well as the trends in the beer industry will assist to determine a finalized business plan for the Boston Beer Company.A. Intrapreneurial OpportunitiesConsidering a strong weakness within the BBC lies in their constant competition both locally and nationally, Boston Beer could take this weakness and create an opportunity for its employees. Employees should have the chance to do offsite education at different breweries, this would not only improve staff morale, but also help cultivate better idea of how the competition faces similar issues. If an employee is working to solve a problem within their given department, they can use prior knowledge of how a different brewery would tackle the same issue and able toview the challenge from multiple perspectives.Another possible intrapreneurial opportunity that the BBC could adopt would be an expansion of what most companies refer to as their "in-house education" programs. Lazarus Brewing Company in Austin, Texas has made headlines with their program to train staff to
Final Business Development Plan: Boston Beer Company 23identify “off” flavors or smells in their brews (Curran. 2018). While this may not be an example
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- The Boston Beer Company