Review
This
study is based on SWOT (Strengths, Weaknesses, Opportunities, and Threats) Analysis
assignment. This is a “Revolutionary Brewing Case Study”.
Melvin
Johnson’s establishment history, development, and growth: Melvin Johnson made up his mind in
setting up an establishment in his hometown of Lewisburg , West Virginia
Vision: Melvin became enchanted by the ideas
of making the breweries and hop yards of Europe .
So does he believe that he can make use of his
farming knowledge and resources to create the Revolutionary Brewing, a competitive
advantage over the existing Jo's Brewery with a new kind of beers made entirely
from local ingredients. For his brewery to be successful, he relies on his
strategic plan which is proved sustainable. He believes that a large numbers of
hops can be cultivated easily because he has already had the land, man power,
and equipment for running a hop yard.
Strategy: He can also easily turn some of his investments
on farming with low profit into growing grains and other key beer ingredients
for the purpose of productivity. He plans to do research on this field of the
breweries and hop yards, so that he can make use of technologies, know-hows and
procedures of production.
Performance: He plans to recruit his staff by hiring
qualified individuals to run the routine operations of the brewery, and an
experienced brewer to help him in the R&D unit.
Getting
feedback and correction: He plans to choose a suitable location downtown, make the necessity of renews
he can launch his program sometime next year. By that time, his hop yard should
have produced a full crop that will allow him to market his beers as
"local." Step by step with the surveys to the public, he can get
feedbacks, information and data to adjust his operations.
SWOT Analysis
Strengths: He has learned that hops
can be grown relatively easy. He has his own land, man power, and equipment to start
setting up a hop yard. He attempts to change unprofitable investments on
farming into profitable ones, growing grains and other key beer ingredients.
Weaknesses: Melvin has been a farmer
all of his life, and he has very little experience working in the hospitality
industry, much less a brewery.
Opportunities: The Revolutionary
Brewing, with the self-made branding, “Local” will get the support of the
residents in his hometown of Lewisburg ,
West Virginia
Threats: He is worried though that his
inexperience could cause him to make poor choices and his brewery and hop yard
might fail due to poor staffing. Above all, there is a potential competitor, a
local brewery, Jo's Brewery, has been doing well for several years.
Summary
According
to Smith G. D. et al. (1988), “Strategy management is
the process of studying the current and future environment, planning the
organization’s defined goals, implementing and controlling the decision-making
tasks to win those goals not only at present, but in the future as well”.
Based
on the said theories like above, Melvin Johnson believes that with the
processes of learning while running his own establishment he can learn something
from experience and reality. He also has high hopes that knowledge management and human resource management will foster innovation and jump-start his sagging performances.
Recommendations
It is rather difficult for a
‘brand-new’ firm in the first phase of launching business in competition with a
rather progressive Jo's Brewery. The best results will come to Melvin Johnson’s establishment, if the owner knows clearly about the favor
of the residents, and make use of advantages of his own. The proper solutions
must be implemented in-time.
The marketing programs should be as Higgins
et al. (1995, 1997, and 1998) defined, “It is natural that people in different
situations define marketing differently.
However, he will approach the definition of marketing by first learning
about the seven steps in the process of marketing. While this process is not always followed, it
is important that any student of marketing understand what steps must be taken
to be successful in a marketing effort”.
Conclusion
If Melvin Johnson does not possess
professional skills in other aspects, he should pay attention to the
task of ‘Human Resource Management’. According to Nguyen, Than Huu
(2009), “The human resource management is also in the areas of
recruiting, selection, evaluation, and promotion directly, and employment
planning, orientation, career planning, training, and development indirectly”
(Translated into English by the author of this ‘Case Study’.
The
above-mentioned outline should be combined with the PIMC (Planning;
Implementation; Monitoring; and Correction) model described earlier above. The
PIMC serves as a good guide for on-going implementation of the marketing plan. While
the outline above is simplified, it touches on the critical areas for a
marketing plan. It is important to point
out, however, that a plan is only as good as its implementation, thus, it is
usually better to have a poor plan and good implementation than a great plan
that never gets implemented.
References
Eidson, P.
(2003). Case Analysis Outline. Westminster , CA : Apollos University
Higgins F.L. (1997): Integrating
the 4 P's of Creativity in an IS Project: An Ethnographic Example from Hewlett-Packard. HICSS
(3) 1997: 298-308
Nguyen, Than Huu (2009). Quan Tri
Nhan Su. Hanoi :
Labor – Society Publishing House.
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