CASE STUDY: MADCAP CRAFTBREW & BOTTLEWORKS, INC.: ZEBRA BEER

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CASE STUDY: MADCAP CRAFTBREW & BOTTLEWORKS, INC.: ZEBRA BEER – IT’S NOT ALL BLACK AND WHITE.

17403. CASE STUDY: MADCAP CRAFTBREW & BOTTLEWORKS, INC.: ZEBRA BEER – IT’S NOT ALL BLACK AND WHITE. This paper presents an analysis and a case solution of a marketing case study involving a micro-brewery. The principals of Madcap Craftbrew must determine how to best position their Zebra beer product to achieve sustained competitive advantage within a domestic beer market that is mature and highly competitive and within a segment of that market – craft beer – that is in the midst of a significant shake-out. Includes a Five Forces (Porter) analysis as well as a S.W.O.T. analysis. Identifies and evaluates four possible alternative solutions. Recommends that Madcap position Zebra as a premium beer and offers suggestions on implementation of this strategy. KEYWORDS: case solution marketing case studies market segmentation premium products target marketing beer competitive analysis. 11 pages, 18 footnotes, 12 bibliographic sources. 2,710 words.

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