Madcap CraftBrew and Bottleworks Company Case Analysis

As this case study begins, madman Craftbrew & Bottleworks, Inc. finds itself at the crossroads of having to make critical strategical tradeing and promotional decisions regarding its Zebra beer defacement. In this paper, the situation will be evaluated in-depth, and levels of action will be chosen based on the analysis of the available data difficulty StatementThe problem facing impulsive at the present era is the fact that despite positive consumer feedback and strong results in test markets, the Zebra brand is not as profitable as it could/should be in say to generate sufficient revenues (Rosenthal & T intumesces, 1999).Primary Critical IssuesMadcap has to contend with several(prenominal)(prenominal) primary critical issues, some of which are inherent in the chicane brewing industry, as well as some that are unique(p) to Madcap itself. In summary, these issues are as follows (Rosenthal & Twells, 1999) Microbrew drinkers are typically not brand loyal, making the developmen t of a strong core market difficultOnly a small percentage of beer drinkers are microbrew drinkers boozing distributors usually do not like to stock larger quantities of fashion/microbrews in their retail locations, which results in less product available for sale, which keeps mountain sales lowThe Zebra brand is not widely recognized, nor does a large merchandise budget existCurrent packaging characteristics (the painted bottle, merchandise from Mexico) have been causing production delays and prompting concerns from retailers who place a high value on beers with paper labels on the bottlesZebra is priced lower berth than competitors such as Sam Adams, placing it in a lower perceived value house than competitors brewsEvaluation of AlternativesGiven the challenges posed by the microbrew industry itself, as well as the practical options available to Madcap, the following alternatives, and the viability of each, are as follows utilise the new marketing strategy that has been su ccessful in Bloomington test marketing efforts, which includes lower product price, more distributor incentives, and more advertising expenditures report with the current positioning and marketing strategyProposed Course of ActionThe course of action that Madcap should take in this situation, from a strictly strategic point of view, is the employment of the Bloomington plan, with the exception of price adjustments. This choice was made for several key reasons first, the unconventional and volatile nature of the microbrew industry demands forward idea and creative marketing second, price point should be evaluated to avoid pricing the product in such a way as to lower its perceived value in the eye of the consumer. These strategies hold the potential to strive the desired goals of Madcap in the short and long term.References(Rosenthal & Twells, 1999) (Rosenthal D W Twells R W 1999 Madcap Braftbrew & Bottleworks Inc Zebra Beer-Its Not All Black and White)Rosenthal, D. W., & Twells, R . W. (1999). Madcap Craftbrew & Bottleworks Inc Zebra Beer-Its Not All Black and White. Richard T. Farmer School of Business Administration, matrimony American Case Research Association.