MARKETING PLAN FOR CHURCH STREET BREWERY
Penttinen, Tuomas (2015)
Penttinen, Tuomas
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201503173272
https://urn.fi/URN:NBN:fi:amk-201503173272
Tiivistelmä
Currently, the craft brewing industry in the United States is booming and increasing its
market share and output, even though the overall brewing industry is in decline. In the
past 10 years, craft beer has gained a significant market share of 7.8%, and the
industry has grown 11% annually. Consumer behavior has also changed towards
customers valuing quality over quantity. This has led to an increase in the demand for
craft beer and in the number of microbreweries.
The aim of the thesis is to design a marketing plan for Church Street Brewing
Company, a microbrewery in Illinois, USA. The plan is designed for 12 months and
focuses on finding new markets in the Chicago area through a situational analysis of
the internal and external environments.
The theoretical part of this thesis covers the use of necessary tools for designing a
marketing plan. In the analytical section these tools are utilized for analyzing the
business environment as well as for creating the marketing plan itself. The study is
based mostly on secondary data as well as interviews with experts in the industry.
The marketing plan for the Church Street Brewing Company identifies the future
challenges in the market, distribution channels, and new means of communicating
with customers as well as new market segments. Furthermore, the marketing plan
provides the company with budgeting for future development and business
opportunities.
market share and output, even though the overall brewing industry is in decline. In the
past 10 years, craft beer has gained a significant market share of 7.8%, and the
industry has grown 11% annually. Consumer behavior has also changed towards
customers valuing quality over quantity. This has led to an increase in the demand for
craft beer and in the number of microbreweries.
The aim of the thesis is to design a marketing plan for Church Street Brewing
Company, a microbrewery in Illinois, USA. The plan is designed for 12 months and
focuses on finding new markets in the Chicago area through a situational analysis of
the internal and external environments.
The theoretical part of this thesis covers the use of necessary tools for designing a
marketing plan. In the analytical section these tools are utilized for analyzing the
business environment as well as for creating the marketing plan itself. The study is
based mostly on secondary data as well as interviews with experts in the industry.
The marketing plan for the Church Street Brewing Company identifies the future
challenges in the market, distribution channels, and new means of communicating
with customers as well as new market segments. Furthermore, the marketing plan
provides the company with budgeting for future development and business
opportunities.