individual paper consists of a 9-12 page paper (not including references, title page, and TOC) and a 30 slide presentation (20 seconds each automatically changing to the next one). Questions that must be answered :

1. Identify the key environmental changes in the beer industry. Which have most aided the growth in the US craft beer market?
2. How attractive is the US beer market? Use Porter’s five forces to assess the market attractiveness. Does the craft beer segment vary in terms of the five forces’ impact on industry attractiveness?
3. How would you characterize Magee’s competitive strategy for the Lagunitas brand?
4. What is your assessment of LBC’s performance relative to its peers? What does a strategic group map of the brewing industry reveal? Has LBC been successful?
5. What recommendations would you make concerning expansion and the construction of the new brewery? How will Magee ensure consistency of the Lagunitas brand across multiple breweries?
6. What are the risks that Magee faces in expanding the brand away from a craft orientation toward ‘playing against the largest breweries’ on a national scale?

Category: Essays