New Belgium Brewing
please see the 3 files attached to the case study.
1-case summary assignment guidelines and some information related to this case.
2- case “New Belgium Brewing”.
3- example of case study.”Do the format”
Carefully read the case and determine the relevant marketing challenge(s) to be resolved.
Conduct basic outside research to update the case. Do enough research to get a feel for what the company has been doing lately.
Write a summary of the case that contains the following elements (use these as headings in your summary):
•Provide a brief overview of the case (at the time it was written).
•Provide a case update using current information.
•Provide an updated SWOT analysis (update any SWOT already provided in the case).
•Write a brief description of the challenge(s) to be managed or resolved.
•Develop 3 alternative courses of action for the company to best manage or resolve its challenge(s). Include a critique (pros and cons) of each alternative. Be sure to fully explain each alternative and its pros/cons.
•Choose 1 of these alternatives and fully explain your rationale for the choice.
•Use this framework for each case analysis and ignore the questions at the end of each case. Your score on this assignment will be based solely on the quality of your case summary. I expect that your case summaries will be 12-20 pages in length. It is very hard to do a quality job in less than 12 pages.
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Case Summary Assignment Guidelines:
Carefully read the case and determine the relevant marketing challenge(s) to be resolved.
Conduct basic outside research to update the case. Do enough research to get a feel for what the company has been doing lately.
Write a summary of the case that contains the following elements (use these as headings in your summary):
•Provide a brief overview of the case (at the time it was written).
•Provide a case update using current information.
•Provide an updated SWOT analysis (update any SWOT already provided in the case).
•Write a brief description of the challenge(s) to be managed or resolved.
•Develop 3 alternative courses of action for the company to best manage or resolve its challenge(s). Include a critique (pros and cons) of each alternative. Be sure to fully explain each alternative and its pros/cons.
•Choose 1 of these alternatives and fully explain your rationale for the choice.
•Use this framework for each case analysis and ignore the questions at the end of each case. Your score on this assignment will be based solely on the quality of your case summary. I expect that your case summaries will be 12-20 pages in length. It is very hard to do a quality job in less than 12 pages.
A Tale of Two Extremes: Enron and New Belgium
Most of us are fairly familiar with the problems that took place at Enron. For an inside perspective, read
Conversations with Ken Lay written by O.C. and Linda Ferrell here: http://e-businessethics.com/wp-
content/uploads/The-Last-Interview-with-Ken-Lay.pdf
It provides a fascinating account of their personal conversations with Ken Lay after his conviction in
federal court. It also provides a wealth of insights regarding ethics in corporate America.
Many of you have probably had a Fat Tire Amber Ale, and hopefully that doesn’t diminish (but rather,
effervescently enhances) the important lessons that can be learned from New Belgium Brewing (by the
way, Fat Tire is awesome and so is Ranger!). As you read this case, consider the culture of the firm, the
character of its founders and employees, and the truly loyal following of its customers. You can get a
better feel for the company by exploring its website. You can learn more about NBB’s branding by
watching this video (You will need QuickTime to see the video): https://www.youtube.com/watch?v=-
Aj_F3GXWO0
Enron and New Belgium are an interesting contrast. Enron was driven by profit (as are most firms). New
Belgium is driven by social responsibility in its broadest sense. Enron was the antithesis of socially
responsible.
ScholarMatic: Explanation & Answer
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