The Ithaca Beer Company_ A Case Study of the Application of the M.pdf

Management appear to be the primary drivers of ibcs

Info icon This preview shows pages 14–15. Sign up to view the full content.

management appear to be the primary drivers of IBC’s suc- cess and keys to achieving the company’s longer-term goals. In addition, each of these factors are clearly connected and aligned, which is consistent with the central premise of the 7-S model. However, while IBC’s strategy, staff, skills, and shared values represent the most important priorities for coping with the firm’s competitive environment, the remain- ing three 7-S factors provide another tier of support for IBC’s continued success. 21 . 22 . Style, Systems, and Structure Style is the manifestation of IBC’s shared values that are supported by the intensely interactive work setting described above. In addition, Mitchell’s open and engaging leadership is instrumental in promoting consensus about IBC’s mis- sion and has created a culture of continuous learning and improvement. For example, as the brewers learn more about their craft, they share what they have learned with the sales and marketing staff, which enables that group to work more effectively with the distributors and retailers and to learn about customers’ evolving needs and demands. The sales and marketing staff then relay the feedback they receive from the distributors and retailers so that the brewers can further develop IBC’s products. This ongoing exchange of information provides IBC with critical business intelligence and helps the staff adapt to the competitive dynamics in a timely manner. Most of the systems that IBC has implemented to sup- port its overarching strategy and help maintain an efficient, coordinated work setting are fairly informal. For example, IBC has adopted a “culture-first” approach to their staff- ing procedures. The process is not based on structured interviewing procedures or tests to make hiring decisions. Instead, Mitchell puts a premium on spending substantial time with individuals to determine whether they possess an authentic passion for craft beer and a sincere interest in working for a community-focused company. For example, Mike Benz was a frequent on-site customer and a regionally known beer enthusiast. The relationships that were cre- ated during Mike’s store visits were the primary basis that Mitchell and his team used to hire him as the tasting room manager, a key customer-facing role that is important in maintaining and growing IBC’s brand. However, when it comes to the brewing process, IBC has developed several formal procedures that ensure they develop the highest quality products. For example, IBC adheres to a strict 90-day bottle-to-sale standard. To comply with this standard, the brewers must determine how much of each type of beer they should produce. To do so in a time- ly and cost effective manner, the sales staff monitors weekly sales figures to determine how well the various IBC products are selling in each market. The sales staff then coordinates with the brewers, distributors, and retailers to maintain an appropriate supply—neither too large nor too small. This
Image of page 14

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Image of page 15
This is the end of the preview. Sign up to access the rest of the document.
  • Spring '14
  • Dr.SeanStanley
  • Brewing, Brewery, Microbrewery

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern