School

Customer Value

Top Internal Value Drivers

1. Clean (Buyers Perception About the Supplier)

2. Good food (Economic Value)

3. Good taste in beer (Performance/Functional Value)

4. Alcohol content level (Performance Level)

5. Employees have knowledge about beers (Buyers Motivations and Goals)

6. Price (Economic Value)

7. Is the brewery accessible (Buyers Motivations and Goals)

8. Parking Availability (Buyers Motivations and Goals)

9. Happy hour (The Buying Situation)

10. Reputation (Buyers Perception)

11. Outside seating for the summer (Buyers Situation)

12. Sports bar (Buyers Situation)

Top External Value Drivers

1. Knowledge

2. Taste

3. Novelty

4. Atmosphere/Ambiance

5. Food paired with beer

6. Patio seating during the summer

7. Happy Hour

8. Clean

9. Alcohol Content Level

10. Price

11. Reputation

12. Sports: TVs

13. Parking Availability

Differences between Value Drivers

We had six of the value driver’s change after the focus groups. Knowledge is very important to the customers and is a must have for anyone who works at the brewery. Taste is another absolute for the customers and is equivalent to the knowledge. Atmosphere/Ambiance is also an important factor for people going to a brewery/pub; it is all about the “vibe”. For the internal value drivers we said that having good food is important. For the focus groups having the food paired with the beers is important because that way they can eat while enjoying beer. The brewery being accessible the focus groups didn’t agree with and thought it wasn’t a necessity. The other adjustment that we discussed was to not have a sports pub but to have televisions there that way people can watch any games that are on but to rather focus more towards the beers. These differences have occurred because they are “experts” and the customers are the ones whose input that matter the most. The customers are the ones that you want feedback from because if you don’t know what they want...