Startups in Small Summer Tourism Markets : Maintaining Stability in the Slower Winter Months
Darling, Roger Mason
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This paper presents a marketing plan for Hop Lot Brewing Company, a startup business wishing to maintain a stable client base during the slower winter months of the year. Hop Lot Brewing Company has had a successful first summer of operation, but owners are worried about a slow down once the winter season comes. This plan addresses the seasonality of the brewery while taking into account consumer behavior and differentiated product offerings. This paper begins with a literature review focused on the topics of brand identity, brand differentiation, market segmentation, purchase decision-making, and trends in the craft beer market. This literature review highlights several implications for Hop Lot Brewing Company, which are evaluated in the connection section. The existing research revealed that the Hop Lot Brewing Company is entering the craft beer market at a good time. Trends in the beer industry are showing craft beer becoming more popular. Furthermore, literature proclaims that it is important to develop and maintain a strong brand identity. This allows a business to differentiate from the competition through its valued product offerings. A strategic marketing plan follows, which considers the implications of the literature review. First, the macro and micro environmental factors affecting Hop Lot Brewing Company are analyzed, and a SWOT analysis for the brewery is presented. The marketing objective for the Hop Lot Brewing Company is to maintain a stable client base during the slower winter months of the year. Strategies that will be employed to achieve this objective are to develop a strong social media presence, produce seasonal products, use local ingredients, create a gathering space, and provide an educational experience. The plan spans two years and will be evaluated at the end of each year. While this plans spans two years, many of these strategies can be implemented right away. The goal for this plan is to achieve results right away so there are limited slowdowns in business. The success of the plan will be determined by the number of clients the brewery is able to maintain during the slower winter months of the year.