Bergen House: Taking Mead to the Modern Craft Brewery
Talon started Bergen House, a craft mead brewery in Connecticut. After surviving the Covid-19 pandemic, he wanted to grow his business. Before that, he went over his business and asked specific questions himself: Did I really enjoy low levels of competition because I focused on the niche market such as mead, not beer, wine, or whiskey? What was my distinctive position in the market? Who should I focus on as target customers? How should I conduct specific activities to achieve the formulated business strategy? How could I grow the business?
In completing this assignment, students should be able to:
1. Recognize the differences between business strategy and corporate strategy.
2. Conduct an industry analysis using Porter’s five forces model.
3. Formulate a business strategy by understanding the tradeoff involved with it.
4. Develop an activity system to support the formulated business strategy.
5. Formulate a corporate strategy by understanding the tradeoff involved with it
Industry analysis, Porter’s five forces model, business strategy, differentiation/conformation, entrepreneur’s decision-making, activity system, small business, industry life cycle