Boston Beer Company

Boston Beer Company: Light Beer Decision

In this case study, Boston Beer Company is faced with the challenge of whether or not to continue their production of Boston LightShip which is one of their light beers. After reading the case it is evident that the main decision they have to make is whether or not BBC should remain in the light beer market and if so should they keep LightShip and what approach they should take with the beer to ensure profitability and growth. Different marketing strategies need to be identified to guarantee the success of the brand and the beer.

I believe that BBC should stay with having LightShip as a product of their company. It is best that they don’t abandon the idea of having a product in the light beer company based on their decreasing sales from year to year. They may have to switch their focus to their actual product and marketing techniques before discontinuing LightShip based on market trends. First and foremost they should develop an appropriate target market to focus on marketing Boston LightShip towards. Since BBC’s product can be considered as a “better beer” or a beer of high quality, they should focus their advertising towards the demographics that would actually appreciate the higher quality and also that would be able to afford it on a consistent basis. Their target market should consist mainly of males ages 25-50 who are financially stable. By focusing on this specific demographic they will have a better chance of securing customers who take pride in quality who also are more likely to be loyal to the brand due to their available resources to steadily spend on the beer. Customer loyalty is important in the beer industry due to the several different companies, so by focusing their efforts on earning loyalty it could help benefit BBC more in the long run.

BBC should also take advantage of their reputation and experience in the beer industry. I took a look at the bottle of a LightShip beer and I could not tell that it...