Marketing Insights, Analysis and Planning for Brewdog

Marketing insights, analysis
and planning

Table of Contents
INTRODUCTION...........................................................................................................................3
Situation analysis of the Internal environment of Brewdog........................................................3
Situation analysis of the External environment of Brewdog......................................................5
SWOT analysis............................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The project is based on market analysis, insights and planning in which the situational
analysis of internal and external environment of organisation and SWOT analysis based on the
findings of the situational analysis is determined. For this report, the chosen organisation is
Brewdog, it was founded by Martin and James ion 2007. In order to establish the business they
have leased the building in Fraserburgh by taking a bank loan and spent money on stainless steel
and started their business by making some hardcore craft beers (Smith, 2018).
Situation analysis of the Internal environment of Brewdog
The situational analysis of internal environment of Brewdog looks the factors within
business such as strength and weakness. One of the effective strategic management tool which
helps in analysing the internal environment of Brewdog is VRIO analysis.
VRIO analysis
VRIO analysis helps in evaluating the resources and capabilities of Brewdog. It generally
includes four element such as Value, rare, imitable and organised.
Value:
 The Brewdog is an evolving company due to which analysis shows that the financial
resources of the brand is high valuable as it helps in investing into external opportunities
that arises.
 It's beer product is considered as valuable as they produce hardcore craft beers. The main
motive of Brewdog is to make other people passionate about great craft beer (Smith,
2018). According to the analysis, the perceived value of customer is high as they offer
highly differentiated beer.
 The employees of Brewdog is considered as valuable resource to company as they are
highly trained for the process of brewing. They provide effective training in order to
boost the knowledge and skills of staff and ensures that they must follow the process of
brewing such as mashing, lautering, boiling, fermenting, conditioning and packaging.
Rare:
 The financial resources of Brewdog is considered as rare as they have strong financial
resources which are possessed by few firms only. They have also opened a new Brewdog
bar across the UK and enhance their revenue by 95% (Brown, Ng and Adebola, 2020).