Home Brew Market: Tribal Brewing, SWOT Analysis, Porter's Theory, Screening of Suppliers
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AI Summary
This report explores the home brew market, focusing on Tribal Brewing and its potential for international expansion. It includes a SWOT analysis, Porter's theory, and screening of suppliers. The report also discusses the environmental criteria for business and potential market selection. Additionally, it presents an international engagement plan and recommendations for Tribal Brewing.
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Table of Contents
1 Introduction: Home Brew Market...........................................................................2
1.1 Tribal brewing............................................................................................................. 2
1.2 SWOT Analysis...........................................................................................................2
1.2.1 Strength.................................................................................................................................. 2
1.2.2 Weakness.............................................................................................................................. 2
1.2.3 Opportunity............................................................................................................................. 2
1.2.4 Threat..................................................................................................................................... 3
1 Introduction: Home Brew Market...........................................................................2
1.1 Tribal brewing............................................................................................................. 2
1.2 SWOT Analysis...........................................................................................................2
1.2.1 Strength.................................................................................................................................. 2
1.2.2 Weakness.............................................................................................................................. 2
1.2.3 Opportunity............................................................................................................................. 2
1.2.4 Threat..................................................................................................................................... 3
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1.3 Porter's theory............................................................................................................ 3
1.4 Screening of the suppliers........................................................................................4
1.4.1 WEMAC beer brewery equipment manufacturer and factory.................................................4
1.4.2 FLECKS Brauhaus Technik................................................................................................... 4
1.4.3 Zhouda brewery equipment manufacturer and factory...........................................................4
1.4.4 XIMO brewery equipment manufacturer and factory..............................................................4
1.4.5 HG Machinery, China............................................................................................................. 4
1.4.6 DME Process System LTD..................................................................................................... 5
1.4.7 Meto brewery equipment manufacturer and factory...............................................................5
1.4.8 HengCheng brewery equipment manufacturer and factory....................................................5
1.4.9 Anheuser-Busch InBev (Belgium).......................................................................................... 5
1.4.10 Czech Brewery System s.r.o.............................................................................................. 5
1.5 screening of the Main suppliers :.............................................................................6
WEMAC beer brewery equipment manufacturer and factory.............................................6
2 Environmental Criteria for Business:....................................................................7
2.1 MACRO Analysis:.......................................................................................................7
2.1.1 Political................................................................................................................................... 7
2.1.2 Environmental........................................................................................................................ 7
2.1.3 Economic............................................................................................................................... 7
2.1.4 Social Factor.......................................................................................................................... 7
2.1.5 Technological Factor.............................................................................................................. 8
2.1.6 Legal Factor........................................................................................................................... 8
2.1. MICRO Analysis:........................................................................................................8
3 Potential Market Selection......................................................................................9
3.1 First Screening: 15 countries....................................................................................9
3.2 Second Screening: 10 Countries..............................................................................9
3.3 Third Screening: Selecting 5 Countries.................................................................10
3.4 Final Screening........................................................................................................10
3.5 Summary:.................................................................................................................. 12
4 International Engagement Plan............................................................................12
4.1 Tribal Brewing Equipment Company Market Penetration Strategy:....................13
4.2 The 4Ps of Polish Market :.......................................................................................14
4.3 Joint Ventures:.........................................................................................................15
4.4 McKinsey’s 7S model Approach.............................................................................16
4.4.1 Strategy................................................................................................................................ 16
4.4.2 Staff...................................................................................................................................... 17
4.4.3 Skills..................................................................................................................................... 17
4.4.4 Style..................................................................................................................................... 17
4.4.5 System................................................................................................................................. 17
4.4.6 Structures............................................................................................................................. 17
4.4.7 Shared Vision....................................................................................................................... 17
4.5 Competitive Posture Matrix Analysis.....................................................................18
4.6 Competition:............................................................................................................. 19
1.4 Screening of the suppliers........................................................................................4
1.4.1 WEMAC beer brewery equipment manufacturer and factory.................................................4
1.4.2 FLECKS Brauhaus Technik................................................................................................... 4
1.4.3 Zhouda brewery equipment manufacturer and factory...........................................................4
1.4.4 XIMO brewery equipment manufacturer and factory..............................................................4
1.4.5 HG Machinery, China............................................................................................................. 4
1.4.6 DME Process System LTD..................................................................................................... 5
1.4.7 Meto brewery equipment manufacturer and factory...............................................................5
1.4.8 HengCheng brewery equipment manufacturer and factory....................................................5
1.4.9 Anheuser-Busch InBev (Belgium).......................................................................................... 5
1.4.10 Czech Brewery System s.r.o.............................................................................................. 5
1.5 screening of the Main suppliers :.............................................................................6
WEMAC beer brewery equipment manufacturer and factory.............................................6
2 Environmental Criteria for Business:....................................................................7
2.1 MACRO Analysis:.......................................................................................................7
2.1.1 Political................................................................................................................................... 7
2.1.2 Environmental........................................................................................................................ 7
2.1.3 Economic............................................................................................................................... 7
2.1.4 Social Factor.......................................................................................................................... 7
2.1.5 Technological Factor.............................................................................................................. 8
2.1.6 Legal Factor........................................................................................................................... 8
2.1. MICRO Analysis:........................................................................................................8
3 Potential Market Selection......................................................................................9
3.1 First Screening: 15 countries....................................................................................9
3.2 Second Screening: 10 Countries..............................................................................9
3.3 Third Screening: Selecting 5 Countries.................................................................10
3.4 Final Screening........................................................................................................10
3.5 Summary:.................................................................................................................. 12
4 International Engagement Plan............................................................................12
4.1 Tribal Brewing Equipment Company Market Penetration Strategy:....................13
4.2 The 4Ps of Polish Market :.......................................................................................14
4.3 Joint Ventures:.........................................................................................................15
4.4 McKinsey’s 7S model Approach.............................................................................16
4.4.1 Strategy................................................................................................................................ 16
4.4.2 Staff...................................................................................................................................... 17
4.4.3 Skills..................................................................................................................................... 17
4.4.4 Style..................................................................................................................................... 17
4.4.5 System................................................................................................................................. 17
4.4.6 Structures............................................................................................................................. 17
4.4.7 Shared Vision....................................................................................................................... 17
4.5 Competitive Posture Matrix Analysis.....................................................................18
4.6 Competition:............................................................................................................. 19
4.7 Marketing Control and Monitoring................................................................................19
5 Conclusion:............................................................................................................20
6 Recommendation :.................................................................................................21
7 References..............................................................................................................23
8 Appendices:............................................................................................................26
5 Conclusion:............................................................................................................20
6 Recommendation :.................................................................................................21
7 References..............................................................................................................23
8 Appendices:............................................................................................................26
Figure 1 Porter’s Five Forces............................................................................................3
Figure 2 Modern history of the Polish Craft beer market (Wojtyra_et_al, 2019).............13
Figure 3 Simplified SWOT analysis – craft breweries on the Polish beer market Source
( Own Study )..................................................................................................................14
Figure 4 Advantages of 7’s Model (Prachi, 2019).........................................................16
Figure 5 The International Competitive Posture Matrix (Larreche, n.d.).........................18
Figure 6 Brewery Equipment Market Share in Poland (Nielsen, August 2019).............19
Figure 2 Modern history of the Polish Craft beer market (Wojtyra_et_al, 2019).............13
Figure 3 Simplified SWOT analysis – craft breweries on the Polish beer market Source
( Own Study )..................................................................................................................14
Figure 4 Advantages of 7’s Model (Prachi, 2019).........................................................16
Figure 5 The International Competitive Posture Matrix (Larreche, n.d.).........................18
Figure 6 Brewery Equipment Market Share in Poland (Nielsen, August 2019).............19
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Table 1 GDP Comparison of Countries.............................................................................9
Table 2 GDP Comparison of selected 10 Countries......................................................10
Table 3 Comparison of Countries based on beer consumption.....................................10
Table 4 12 c's Comparison between final countries........................................................12
Table 5 4p's Analysis.......................................................................................................15
Table 2 GDP Comparison of selected 10 Countries......................................................10
Table 3 Comparison of Countries based on beer consumption.....................................10
Table 4 12 c's Comparison between final countries........................................................12
Table 5 4p's Analysis.......................................................................................................15
Executive Summary
The report presents the ideology of potential market for the Tribal Brewing Equipment
Company. The basic first part introduce Tribal Brewing with its atmosphere in home
brewing in UK. It also covers the justification for the expansion along with the selection
of better suppliers for Tribal company for its internationalization in other country. The
next phase carries forward various Micro and Macro Environment based analysis for
Tribal Company. In the 3rd Phase With the potential supplier being selected , the market
of various countries is listed and analyzed with Micro , macro and 12c’s Criteria , based
on which the best market is introduced for Tribal expansion. The 4th phase includes the
various ideas of market segmentation into newly selected country which is Poland in
this case alongside the best penetration strategy with monitoring perspective. The Final
phase recommends the best possible product service that Tribal Brewing can introduce
in the selected countries apart from its major goal of Brewing equipment supply.
1
The report presents the ideology of potential market for the Tribal Brewing Equipment
Company. The basic first part introduce Tribal Brewing with its atmosphere in home
brewing in UK. It also covers the justification for the expansion along with the selection
of better suppliers for Tribal company for its internationalization in other country. The
next phase carries forward various Micro and Macro Environment based analysis for
Tribal Company. In the 3rd Phase With the potential supplier being selected , the market
of various countries is listed and analyzed with Micro , macro and 12c’s Criteria , based
on which the best market is introduced for Tribal expansion. The 4th phase includes the
various ideas of market segmentation into newly selected country which is Poland in
this case alongside the best penetration strategy with monitoring perspective. The Final
phase recommends the best possible product service that Tribal Brewing can introduce
in the selected countries apart from its major goal of Brewing equipment supply.
1
1 Introduction: Home Brew Market
The home brewing business has witnessed a lot of development during the last
decade. Any beverage that is produced at home is considered home brew. The
home brew market refers to the small-scale production of beer, mead, and ciders.
Home brewing has become a popular hobby among beer enthusiasts. Beer
production and delivery were primarily focused on meeting a consistent demand,
with little variation. In recent years, the home brewing sector has grown
dramatically, prompting new enterprises and entrepreneurs to begin brewing their
own beers and develop business models based on small-scale production and
minimal capital (Bamforth, 2016).
1.1 Tribal brewing
Tribal Brewing as founded in 2020, is attempting to expand the beer craft market
by sharing the industry's superior brewing equipment’s and brewing skills with
craftsmen and drinkers throughout the world.
1.2 SWOT Analysis
1.2.1 Strength
Tribal brewing produces high-quality beer.
It is home to the biggest number of craft beers produced by independent
breweries.
It has a team of leaders that are involved in the country's most creative and high-
quality brewing.
1.2.2 Weakness
The firm tend to adopt limited homogeneous aims, generally developing on a
regional scale, and to stay small, responding to the size of resources available in
their particular regions of operations.
It has limited personnel.
1.2.3 Opportunity
The biggest possibility for tribal brewing may be to target millennials and early
generation gen Z. The generation is more concerned with the social aspects of
consumption since society influences the majority of consumer decisions
(Carneiro, 2020).
2
The home brewing business has witnessed a lot of development during the last
decade. Any beverage that is produced at home is considered home brew. The
home brew market refers to the small-scale production of beer, mead, and ciders.
Home brewing has become a popular hobby among beer enthusiasts. Beer
production and delivery were primarily focused on meeting a consistent demand,
with little variation. In recent years, the home brewing sector has grown
dramatically, prompting new enterprises and entrepreneurs to begin brewing their
own beers and develop business models based on small-scale production and
minimal capital (Bamforth, 2016).
1.1 Tribal brewing
Tribal Brewing as founded in 2020, is attempting to expand the beer craft market
by sharing the industry's superior brewing equipment’s and brewing skills with
craftsmen and drinkers throughout the world.
1.2 SWOT Analysis
1.2.1 Strength
Tribal brewing produces high-quality beer.
It is home to the biggest number of craft beers produced by independent
breweries.
It has a team of leaders that are involved in the country's most creative and high-
quality brewing.
1.2.2 Weakness
The firm tend to adopt limited homogeneous aims, generally developing on a
regional scale, and to stay small, responding to the size of resources available in
their particular regions of operations.
It has limited personnel.
1.2.3 Opportunity
The biggest possibility for tribal brewing may be to target millennials and early
generation gen Z. The generation is more concerned with the social aspects of
consumption since society influences the majority of consumer decisions
(Carneiro, 2020).
2
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1.2.4 Threat
New Marketing strategy and tactics by established companies and products
Price increase may occur by the foreign suppliers.
1.3 Porter's theory
The fallowing Picture demonstrate the Porter's Five Forces and the process based
on which Tribal Equipment Company can evaluate their strength and weakness as
well predict the area which could affect their profit ratio.
Figure 1 Porter’s Five Forces
3
New Marketing strategy and tactics by established companies and products
Price increase may occur by the foreign suppliers.
1.3 Porter's theory
The fallowing Picture demonstrate the Porter's Five Forces and the process based
on which Tribal Equipment Company can evaluate their strength and weakness as
well predict the area which could affect their profit ratio.
Figure 1 Porter’s Five Forces
3
1.4 Screening of the suppliers
The 10 Organizations from at least three Countries which could potentially supply
equipment suitable for home brewing are
1.4.1 WEMAC beer brewery equipment manufacturer and factory
WEMAC, a Chinese beer brewing equipment manufacturer and factory, was
founded in 1958 and employs 70 senior technicians. WEMAC offers high-quality
beer brewing equipment, technical counseling for beer breweries, employee
training, new technology research and development. They are China's leading
beer equipment maker (WEMAC).
1.4.2 FLECKS Brauhaus Technik
Situated in Austria, as a brewery manufacturer, the firm designs, produces,
installs, and integrates semi-automatic and full-automatic brewery systems all
over the world. Permanent Innovation has been and continues to be their
objective for the past 25 years (Freaks Brauhaus Technik, 2022).
1.4.3 Zhouda brewery equipment manufacturer and factory
Manufacturer of beer brewing equipment, Jinan Zhuoda Machinery Equipment
Co., Ltd. Is a large industrial beer brewing equipment factory. Craft beer brewing
equipment, teaching lab beer brewing equipment, residential beer brewing
equipment, and wine brewing equipment are among the company's primary
products. They were also a part of the project to modernize the beer making
equipment (ZHUODA).
1.4.4 XIMO brewery equipment manufacturer and factory
XIMO is one of China's most well-known suppliers and manufacturers of beer
brewing equipment. In order to supply our clients with the best equipment at an
accessible price, our firm combines the world's most advanced brewing
technology with inexpensive rates (XIMO).
1.4.5 HG Machinery, China
Shandong HG Machinery Co., Ltd. is the world's top beer brewing equipment
producer. Brewery equipment and beer canning and bottling plants are among
their products. Shandong HG Machinery Co., Ltd specializes in beer, beverage,
and fermentation technology equipment (Shandong HG Machinery Co., Ltd.,
2022).
4
The 10 Organizations from at least three Countries which could potentially supply
equipment suitable for home brewing are
1.4.1 WEMAC beer brewery equipment manufacturer and factory
WEMAC, a Chinese beer brewing equipment manufacturer and factory, was
founded in 1958 and employs 70 senior technicians. WEMAC offers high-quality
beer brewing equipment, technical counseling for beer breweries, employee
training, new technology research and development. They are China's leading
beer equipment maker (WEMAC).
1.4.2 FLECKS Brauhaus Technik
Situated in Austria, as a brewery manufacturer, the firm designs, produces,
installs, and integrates semi-automatic and full-automatic brewery systems all
over the world. Permanent Innovation has been and continues to be their
objective for the past 25 years (Freaks Brauhaus Technik, 2022).
1.4.3 Zhouda brewery equipment manufacturer and factory
Manufacturer of beer brewing equipment, Jinan Zhuoda Machinery Equipment
Co., Ltd. Is a large industrial beer brewing equipment factory. Craft beer brewing
equipment, teaching lab beer brewing equipment, residential beer brewing
equipment, and wine brewing equipment are among the company's primary
products. They were also a part of the project to modernize the beer making
equipment (ZHUODA).
1.4.4 XIMO brewery equipment manufacturer and factory
XIMO is one of China's most well-known suppliers and manufacturers of beer
brewing equipment. In order to supply our clients with the best equipment at an
accessible price, our firm combines the world's most advanced brewing
technology with inexpensive rates (XIMO).
1.4.5 HG Machinery, China
Shandong HG Machinery Co., Ltd. is the world's top beer brewing equipment
producer. Brewery equipment and beer canning and bottling plants are among
their products. Shandong HG Machinery Co., Ltd specializes in beer, beverage,
and fermentation technology equipment (Shandong HG Machinery Co., Ltd.,
2022).
4
1.4.6 DME Process System LTD
DME is a world leader in specialized equipment design and manufacturing for
brewing, biotechnology, bioenergy, industrial food and beverage, water
treatment, decor, and marine applications. The corporate offices of DME Process
Systems Ltd. are in Charlottetown, Prince Edward Island (DME Process System
LTD, 2022).
1.4.7 Meto brewery equipment manufacturer and factory
Meto is a leading microbrewery equipment manufacturer and factory in China,
specializing in beer equipment, brewery equipment, beer brewing equipment,
and brewing systems.
1.4.8 HengCheng brewery equipment manufacturer and factory
Shanghai HengCheng Beverage Equipment Co. Ltd is a well-known China Craft
Beer Brewing Equipment Suppliers and Brew houses Manufacturers. Our firm is
based in Shanghai, China, and we specialize in the design and manufacture of
beer brewing equipment.
1.4.9 Anheuser-Busch InBev (Belgium)
Anheuser-Busch InBev is one of the major brewers in the world. It is a global
Belgian beverage and brewing corporation headquartered in Leuven, Belgium.
The company has almost 400 different beer brands. Global brands like
Budweiser, Corona, and Stella Artois, as well as foreign names like Beck's, Leffe,
and Hoegaarden, make up the Company's brand portfolio (Financial Times).
1.4.10 Czech Brewery System s.r.o.
The firm is a Czech maker of breweries and industrial lines for beer, wine, and
other carbonated beverages. They manufacture all beverage manufacturing
equipment using a classic and modern Czech design (Czech brewery system,
2022).
5
DME is a world leader in specialized equipment design and manufacturing for
brewing, biotechnology, bioenergy, industrial food and beverage, water
treatment, decor, and marine applications. The corporate offices of DME Process
Systems Ltd. are in Charlottetown, Prince Edward Island (DME Process System
LTD, 2022).
1.4.7 Meto brewery equipment manufacturer and factory
Meto is a leading microbrewery equipment manufacturer and factory in China,
specializing in beer equipment, brewery equipment, beer brewing equipment,
and brewing systems.
1.4.8 HengCheng brewery equipment manufacturer and factory
Shanghai HengCheng Beverage Equipment Co. Ltd is a well-known China Craft
Beer Brewing Equipment Suppliers and Brew houses Manufacturers. Our firm is
based in Shanghai, China, and we specialize in the design and manufacture of
beer brewing equipment.
1.4.9 Anheuser-Busch InBev (Belgium)
Anheuser-Busch InBev is one of the major brewers in the world. It is a global
Belgian beverage and brewing corporation headquartered in Leuven, Belgium.
The company has almost 400 different beer brands. Global brands like
Budweiser, Corona, and Stella Artois, as well as foreign names like Beck's, Leffe,
and Hoegaarden, make up the Company's brand portfolio (Financial Times).
1.4.10 Czech Brewery System s.r.o.
The firm is a Czech maker of breweries and industrial lines for beer, wine, and
other carbonated beverages. They manufacture all beverage manufacturing
equipment using a classic and modern Czech design (Czech brewery system,
2022).
5
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1.5 screening of the Main suppliers :
On the basis of past Experience, best Market feasibility with Condition, fastest
Delivery, best Exchange rate and good trade records.
WEMAC beer brewery equipment manufacturer and factory
Experience: 50+ Years
Market : Over 500 projects and supply chain to 86 countries
Delivery Ratio : Reverification of product before shipments
Currency Exchange rate: 1-pound sterling equals 8.34 Chinese yuan (XE
Currency Converter, 2022
World Trade relationship: Trading relationship between China and UK is
very good with low traffics policy (Refinitiv, 2019)
6
On the basis of past Experience, best Market feasibility with Condition, fastest
Delivery, best Exchange rate and good trade records.
WEMAC beer brewery equipment manufacturer and factory
Experience: 50+ Years
Market : Over 500 projects and supply chain to 86 countries
Delivery Ratio : Reverification of product before shipments
Currency Exchange rate: 1-pound sterling equals 8.34 Chinese yuan (XE
Currency Converter, 2022
World Trade relationship: Trading relationship between China and UK is
very good with low traffics policy (Refinitiv, 2019)
6
2 Environmental Criteria for Business:
For Tribal Brewing to function it business successfully in the international market
can be inspected by the MACRO and MICRO analysis.
2.1 MACRO Analysis:
Macro analysis can be inspected by the external factor and wild uncontrollable
factors that affect an organization’s fundamental and administration and impact its
execution and business plan. Macro Analysis takes into various factors equally
attributed to politics, economy, society, technology, environment and legal issues
in the approaching new market for Trible Brewing.
2.1.1 Political
This has significant role in brewing companies, such as changes in licensing law
according to government may influence brewing companies’ business ratio.
Likewise, nation laws covering issues related with corruption perspective index,
political stability, product safety guides and environmental protection regulation
needs to be analyzed in proper way in entering a new market. (Claessens, 2015)
2.1.2 Environmental
Every business has to give touch of their worries to social responsibility for which
they need to be clear with environmental issues they can bring that may affects
their brand image. Alongside this, various environmental factors take places such
as weather, climate changes which will formulates the changing pollution
regulation for brewing industries. (University, 2020)
2.1.3 Economic
For new market, brewing company needs to learn about the total economic
factors associated with their spending and purchasing power. The gross
domestic product of the individual, nation GDP, real growth rate, import duty rate,
tax valuation rates and sales tax/vat rate must be properly analyzed in entering a
new market nation ( (Claessens, 2015)
2.1.4 Social Factor
Social lifestyle changes in emerging market are always influenced by income
level of consumers. Various health awareness in society has always influence
the social perception regarding the product alcoholic consumption. Socio cultural
factor considering demographic and consumer behaviors has always affected the
economic performance of multinational companies. (Masovic, 2018)
7
For Tribal Brewing to function it business successfully in the international market
can be inspected by the MACRO and MICRO analysis.
2.1 MACRO Analysis:
Macro analysis can be inspected by the external factor and wild uncontrollable
factors that affect an organization’s fundamental and administration and impact its
execution and business plan. Macro Analysis takes into various factors equally
attributed to politics, economy, society, technology, environment and legal issues
in the approaching new market for Trible Brewing.
2.1.1 Political
This has significant role in brewing companies, such as changes in licensing law
according to government may influence brewing companies’ business ratio.
Likewise, nation laws covering issues related with corruption perspective index,
political stability, product safety guides and environmental protection regulation
needs to be analyzed in proper way in entering a new market. (Claessens, 2015)
2.1.2 Environmental
Every business has to give touch of their worries to social responsibility for which
they need to be clear with environmental issues they can bring that may affects
their brand image. Alongside this, various environmental factors take places such
as weather, climate changes which will formulates the changing pollution
regulation for brewing industries. (University, 2020)
2.1.3 Economic
For new market, brewing company needs to learn about the total economic
factors associated with their spending and purchasing power. The gross
domestic product of the individual, nation GDP, real growth rate, import duty rate,
tax valuation rates and sales tax/vat rate must be properly analyzed in entering a
new market nation ( (Claessens, 2015)
2.1.4 Social Factor
Social lifestyle changes in emerging market are always influenced by income
level of consumers. Various health awareness in society has always influence
the social perception regarding the product alcoholic consumption. Socio cultural
factor considering demographic and consumer behaviors has always affected the
economic performance of multinational companies. (Masovic, 2018)
7
2.1.5 Technological Factor
New technologies with new product idea which has influenced the adoption of
modernized production process has always driven the new opportunities for
brewing industries. Various Research and development facilitated by new
emerging technology has seen improvement in home brew product which leads
to new possibility to engage in large-scale production and distribution with
improvised financial gain and growth in the industry. (Wu, 2016)
2.1.6 Legal Factor
The Legal environment has always affected the distribution and consumption of
home brewery product in nation which has growing concerns due to health and
social burden attributed with excessive alcohol consumption. Furthermore,
licensing, acquisition and strategic collaboration have triggered market control
battles in new emerging markets for brewing companies (swine, 2018)
2.1. MICRO Analysis:
This aims at describing the routine action of business affecting the brewing
industry in the markets.
Consumer/Customer
The most important factor any brewing companies is to know their consumer for
which they must need to understand the cause of the customer to purchase
particular goods or service (widen, 2016)
Suppliers
Brewing industry have a key factor over supplier for raw materials, the
equipment’s and machines needed for brewing process as well as for packaging
process in cheap and easy way for brewing operations. Better Supplier are
always great aspects for companies to lead in the market.
Competitors
They are the same category of industry operating in very similar scope of work.
The major challenge for new emerging market is with the big market players who
controls the majority of brewing products and can easily acquire small breweries
for their business goals.
Marketing Intermediaries
With growth in the market there is always increase number of demands to fulfill,
hence brewing company needs different marketing intermediaries to promote
8
New technologies with new product idea which has influenced the adoption of
modernized production process has always driven the new opportunities for
brewing industries. Various Research and development facilitated by new
emerging technology has seen improvement in home brew product which leads
to new possibility to engage in large-scale production and distribution with
improvised financial gain and growth in the industry. (Wu, 2016)
2.1.6 Legal Factor
The Legal environment has always affected the distribution and consumption of
home brewery product in nation which has growing concerns due to health and
social burden attributed with excessive alcohol consumption. Furthermore,
licensing, acquisition and strategic collaboration have triggered market control
battles in new emerging markets for brewing companies (swine, 2018)
2.1. MICRO Analysis:
This aims at describing the routine action of business affecting the brewing
industry in the markets.
Consumer/Customer
The most important factor any brewing companies is to know their consumer for
which they must need to understand the cause of the customer to purchase
particular goods or service (widen, 2016)
Suppliers
Brewing industry have a key factor over supplier for raw materials, the
equipment’s and machines needed for brewing process as well as for packaging
process in cheap and easy way for brewing operations. Better Supplier are
always great aspects for companies to lead in the market.
Competitors
They are the same category of industry operating in very similar scope of work.
The major challenge for new emerging market is with the big market players who
controls the majority of brewing products and can easily acquire small breweries
for their business goals.
Marketing Intermediaries
With growth in the market there is always increase number of demands to fulfill,
hence brewing company needs different marketing intermediaries to promote
8
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their brand and for better supply to the markets. The major market intermediaries
may include distributors, wholesaler and retailer
3 Potential Market Selection
Selecting 15 countries for potential market for the company Tribal Brewing
Equipment
3.1 First Screening: 15 countries
In this section, we will compare 15 nations based on criteria such as population,
GDP, inflation rate, and purchasing power parity.
Country Total Population GDP PPP
USA 331,002,651 $19.485 trillion 1.0
Italy 60,461,826 $1.944 trillion 0.6
Spain 46,754,778 $1.314 trillion 0.6
France 65,273,511 $2.583 trillion 0.7
Germany 83,783,942 $3.693 trillion 0.7
Russia 145,934,462 $1.578 trillion 26.4
Canada 37,742,154 $1.647 trillion 1.3
Netherlands 17,134,872 $831 billion 0.8
Switzerland 8,654,622 $679 billion 1.1
Australia 25,499,884 $1.323 trillion 1.5
Brazil 212,559,417 $2.054 trillion 2.5
Poland 37,846,611 $526 billion 1.8
South Africa 59,308,690 $349 billion 7.0
Czech Republic 10,708,981 $216 billion 12.7
Thailand 69,799,978 $455 billion 12.3
Table 1 GDP Comparison of Countries
The above 15 nations are possible markets for Tribal Brewing. From the following 15
nations, we will select 10 for additional screening based on all of the parameters
indicated above.
3.2 Second Screening: 10 Countries
9
may include distributors, wholesaler and retailer
3 Potential Market Selection
Selecting 15 countries for potential market for the company Tribal Brewing
Equipment
3.1 First Screening: 15 countries
In this section, we will compare 15 nations based on criteria such as population,
GDP, inflation rate, and purchasing power parity.
Country Total Population GDP PPP
USA 331,002,651 $19.485 trillion 1.0
Italy 60,461,826 $1.944 trillion 0.6
Spain 46,754,778 $1.314 trillion 0.6
France 65,273,511 $2.583 trillion 0.7
Germany 83,783,942 $3.693 trillion 0.7
Russia 145,934,462 $1.578 trillion 26.4
Canada 37,742,154 $1.647 trillion 1.3
Netherlands 17,134,872 $831 billion 0.8
Switzerland 8,654,622 $679 billion 1.1
Australia 25,499,884 $1.323 trillion 1.5
Brazil 212,559,417 $2.054 trillion 2.5
Poland 37,846,611 $526 billion 1.8
South Africa 59,308,690 $349 billion 7.0
Czech Republic 10,708,981 $216 billion 12.7
Thailand 69,799,978 $455 billion 12.3
Table 1 GDP Comparison of Countries
The above 15 nations are possible markets for Tribal Brewing. From the following 15
nations, we will select 10 for additional screening based on all of the parameters
indicated above.
3.2 Second Screening: 10 Countries
9
Based on the population factor, to enter the new market it will be really easy for
Tribal Brewing to go with modest populated countries. The reason behind the
selection would be less number of competitors in the market.
Country Total Population GDP PPP
Italy 60,461,826 $1.944 trillion 0.6
Spain 46,754,778 $1.314 trillion 0.6
Spain 46,754,778 $1.314 trillion 0.6
France 65,273,511 $2.583 trillion 0.7
Canada 37,742,154 $1.647 trillion 1.3
Poland 37,846,611 $526 billion 1.8
Czech Republic 10,708,981 $216 billion 12.7
Russia 145,934,462 $1.578 trillion 26.4
Switzerland 8,654,622 $679 billion 1.1
Australia 25,499,884 $1.323 trillion 1.5
Table 2 GDP Comparison of selected 10 Countries
3.3 Third Screening: Selecting 5 Countries
Evaluation of top 5 countries based on their political stability among ten indicated
above. The following five countries are more stable than the others. Now we will
compare the beer consumption rate per capita for all five nations, and then we will
narrow it down to two final countries for the final selection.
Country Beer Consumption Rate (ltrs per year)
Switzerland 55.1
Canada 53.5
Australia 75.1
France 33
Poland 97.7
Table 3 Comparison of Countries based on beer consumption
3.4 Final Screening
With the largest beer consumption in two nations, Australia and Poland, we will
proceed with these two countries and will evaluate 12C analysis for both.
12C Analysis between Australia and Poland
12C Component Australia Poland
Country Capital: Canberra
Government:
Constitutional Monarchy
Corruption: Australia is
ranked 11th position out of
Capital: Warsaw
Government: Democracy
Corruption: : Transparency
International’s 2020
corruption perceptions
10
Tribal Brewing to go with modest populated countries. The reason behind the
selection would be less number of competitors in the market.
Country Total Population GDP PPP
Italy 60,461,826 $1.944 trillion 0.6
Spain 46,754,778 $1.314 trillion 0.6
Spain 46,754,778 $1.314 trillion 0.6
France 65,273,511 $2.583 trillion 0.7
Canada 37,742,154 $1.647 trillion 1.3
Poland 37,846,611 $526 billion 1.8
Czech Republic 10,708,981 $216 billion 12.7
Russia 145,934,462 $1.578 trillion 26.4
Switzerland 8,654,622 $679 billion 1.1
Australia 25,499,884 $1.323 trillion 1.5
Table 2 GDP Comparison of selected 10 Countries
3.3 Third Screening: Selecting 5 Countries
Evaluation of top 5 countries based on their political stability among ten indicated
above. The following five countries are more stable than the others. Now we will
compare the beer consumption rate per capita for all five nations, and then we will
narrow it down to two final countries for the final selection.
Country Beer Consumption Rate (ltrs per year)
Switzerland 55.1
Canada 53.5
Australia 75.1
France 33
Poland 97.7
Table 3 Comparison of Countries based on beer consumption
3.4 Final Screening
With the largest beer consumption in two nations, Australia and Poland, we will
proceed with these two countries and will evaluate 12C analysis for both.
12C Analysis between Australia and Poland
12C Component Australia Poland
Country Capital: Canberra
Government:
Constitutional Monarchy
Corruption: Australia is
ranked 11th position out of
Capital: Warsaw
Government: Democracy
Corruption: : Transparency
International’s 2020
corruption perceptions
10
180 country as per
Transparency
International.
index ranks Poland at 56th
position out of 180 country
Concentration Urbanization Rate: 86.24% Urbanization Rate: 60.04%
Culture/ Consumer
Behavior
Ethnic Dominant:
Christianity
43% of Australian has
reduced purchasing due to
COVID 19, mostly have
sifted online
Ethnic Dominant: Catholic
Poland consumers values
their brand and has brand
loyalty.
Choice Australia market is highly
centralized
Poland is a centralized
market with processing
towards decentralization.
Consumption The annual beer
consumption in Australia is
of approximately 75 million
liters (2017-18)
The annual beer
consumption in Poland is
of approximately 34.7
million hectoliters
Contractual Obligations Australia is a politically
stable country
Australia is contributing to
the worldwide effort to
decrease greenhouse gas
emissions.
Poland is moderately
stable country
Commitments Australia has an excellent
track record of contributing
to global climate change
initiatives, reaching and
exceeding its carbon
reduction commitments.
Poland as a country is
committed to European
union for achieving
ambitious climate.
Channels 32% of Australian have
sifted to online shopping
Customers in Poland used
several internet buying
methods. Over 40% of
respondents purchased
from internet retailers.
Communication Uses online media and
televisions
Uses online media and
televisions
Capacity to pay Australia has an average
interest rate. Its neither too
high nor too low
Poland has an average
interest rate which is
neither to high nor to low
11
Transparency
International.
index ranks Poland at 56th
position out of 180 country
Concentration Urbanization Rate: 86.24% Urbanization Rate: 60.04%
Culture/ Consumer
Behavior
Ethnic Dominant:
Christianity
43% of Australian has
reduced purchasing due to
COVID 19, mostly have
sifted online
Ethnic Dominant: Catholic
Poland consumers values
their brand and has brand
loyalty.
Choice Australia market is highly
centralized
Poland is a centralized
market with processing
towards decentralization.
Consumption The annual beer
consumption in Australia is
of approximately 75 million
liters (2017-18)
The annual beer
consumption in Poland is
of approximately 34.7
million hectoliters
Contractual Obligations Australia is a politically
stable country
Australia is contributing to
the worldwide effort to
decrease greenhouse gas
emissions.
Poland is moderately
stable country
Commitments Australia has an excellent
track record of contributing
to global climate change
initiatives, reaching and
exceeding its carbon
reduction commitments.
Poland as a country is
committed to European
union for achieving
ambitious climate.
Channels 32% of Australian have
sifted to online shopping
Customers in Poland used
several internet buying
methods. Over 40% of
respondents purchased
from internet retailers.
Communication Uses online media and
televisions
Uses online media and
televisions
Capacity to pay Australia has an average
interest rate. Its neither too
high nor too low
Poland has an average
interest rate which is
neither to high nor to low
11
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Currency Australian dollar
1 Aus Dollar = 0.70 USD
The Zloty
1 Zloty = 0.23 USD
Caveats The technology of
Australia is advanced
The technology of Poland
is advanced
Table 4 12 c's Comparison between final countries
3.5 Summary:
To summarize, we utilized the 12C framework to compare both nations. As we can
see from the comparison above, Poland would be an excellent market for Tribal
Brewing to expand internationally. Poland's beer consumption rate is greater than
Australia's, creating a market with significant potential.
4 International Engagement Plan
With an aim to reach new height , reaching new group of customers across multiple
of selected international market , Tribal needs to compete with multiple major
competitors in selected market which in our case is Poland. Poland is third in beer
production market in Europe due to which the brewery industry has great influence
on their country’s economy. Expansion through innovative products will provide an
opportunity for Tribal to quickly become established in the competitive arena of
European market slowly leading to internalization globally. For this stepping stone
Poland market can provide opportunities for best practice for Tribal.
Figure 2 Modern history of the Polish Craft beer market (Wojtyra_et_al, 2019)
12
1 Aus Dollar = 0.70 USD
The Zloty
1 Zloty = 0.23 USD
Caveats The technology of
Australia is advanced
The technology of Poland
is advanced
Table 4 12 c's Comparison between final countries
3.5 Summary:
To summarize, we utilized the 12C framework to compare both nations. As we can
see from the comparison above, Poland would be an excellent market for Tribal
Brewing to expand internationally. Poland's beer consumption rate is greater than
Australia's, creating a market with significant potential.
4 International Engagement Plan
With an aim to reach new height , reaching new group of customers across multiple
of selected international market , Tribal needs to compete with multiple major
competitors in selected market which in our case is Poland. Poland is third in beer
production market in Europe due to which the brewery industry has great influence
on their country’s economy. Expansion through innovative products will provide an
opportunity for Tribal to quickly become established in the competitive arena of
European market slowly leading to internalization globally. For this stepping stone
Poland market can provide opportunities for best practice for Tribal.
Figure 2 Modern history of the Polish Craft beer market (Wojtyra_et_al, 2019)
12
4.1 Tribal Brewing Equipment Company Market Penetration Strategy:
Tribal Brewing Company with aims to expand market with selling its high-end
brewing equipment seeks to enter the selected potential market i.e. Poland. The
polish beer industry is growing yearly since 2010s (Figure 2, Appendices) with
the production , volume , jobs created and the state budget revenue which in
result marked Poland as one of the important markets producing craft beer in
European region. In Poland , home brewing with proliferation of craft beer has
been evolving into various forms likes craft and restaurant brewing.( (Podeszwa,
2015)). There is significant increase in home brew culture with an estimation
nearly about 1000k people who brew beer at home yearly.This increased number
by year in the number of home brewers growth are observed in home beer
competitions ( (Birofilia, 2018)With these huge potentials in home brewing
chains ,Tribal brewing will supply the high-quality equipment’s and collaborate up
with the local company to enter the market in Poland. The practice of local
collaboration in joint venture approach will help the company to gain market share
faster since polish culture strongly support local company. Tribal brewing will use
their rapid pricing strategy with mid-range product pricing practice to enter into the
market targeting mostly the small-scale home brewing facilities and companies.
Tribal Brewing’s Market entry in Poland can be carried out in various methods with
recommendation of the best possible mode of entry based on following touch with
best possible result concluded from SWOT analysis of craft breweries of Polish
beer market.
Figure 3 Simplified SWOT analysis – craft breweries on the Polish beer market Source ( Own
Study )
13
Tribal Brewing Company with aims to expand market with selling its high-end
brewing equipment seeks to enter the selected potential market i.e. Poland. The
polish beer industry is growing yearly since 2010s (Figure 2, Appendices) with
the production , volume , jobs created and the state budget revenue which in
result marked Poland as one of the important markets producing craft beer in
European region. In Poland , home brewing with proliferation of craft beer has
been evolving into various forms likes craft and restaurant brewing.( (Podeszwa,
2015)). There is significant increase in home brew culture with an estimation
nearly about 1000k people who brew beer at home yearly.This increased number
by year in the number of home brewers growth are observed in home beer
competitions ( (Birofilia, 2018)With these huge potentials in home brewing
chains ,Tribal brewing will supply the high-quality equipment’s and collaborate up
with the local company to enter the market in Poland. The practice of local
collaboration in joint venture approach will help the company to gain market share
faster since polish culture strongly support local company. Tribal brewing will use
their rapid pricing strategy with mid-range product pricing practice to enter into the
market targeting mostly the small-scale home brewing facilities and companies.
Tribal Brewing’s Market entry in Poland can be carried out in various methods with
recommendation of the best possible mode of entry based on following touch with
best possible result concluded from SWOT analysis of craft breweries of Polish
beer market.
Figure 3 Simplified SWOT analysis – craft breweries on the Polish beer market Source ( Own
Study )
13
4.2 The 4Ps of Polish Market :
Product Home Brewing Equipment
Product Quality: High end Quality medium price range segment
Price Due to craft beer revolution in Poland , the number of new small-scale
breweries(Figure 9,Appendices) and its consumers has increased
which will be the primary customer to tribal brewery. Due to the very
aspect of fast market entry, product will be priced at mid-range to attract
the customers who likes to brew in home as well for small commercial
scales.
Place Tribal will be benefited more with local company collaboration which
aims to distribute the equipment’s in smooth way in the greater markets
area’s like of Warsaw, Wrocław, Gdańsk or Poznań(Figure
4,Appendices) which has higher income level of residents . With
increased numbers of craft beer pubs , specialist beer store and more
beer festivals. Because of the craft beer revolution in Poland , tribal
equipment’s has the chance to develop quickly, especially in cities area.
In Poland small outlets demonstrated much more stability after
pandemic ,as they balance the necessity of immediate small purchases.
Promotion The company will focus on digital media marketing which has been in
upward trend in Poland(Figure 8,Appendices) as a major promotional
tool. Since polish people are more engaged in local craft festival,
company will attend such regional craft beer festivals to demonstrate the
products and engage active craft beer consumers.Ccompany will focus
on Social Media advertisement through Facebook and Nasza-Klasa ,
their major social media apps( (Social media guide, 2020)alongside
Internet Pop-up advertisements as in general it seems to be high level
of influence in polish people for consumption of craft beers on recent
days.(Figure 11,Appendices)
Table 5 4p's Analysis
4.3 Joint Ventures:
14
Product Home Brewing Equipment
Product Quality: High end Quality medium price range segment
Price Due to craft beer revolution in Poland , the number of new small-scale
breweries(Figure 9,Appendices) and its consumers has increased
which will be the primary customer to tribal brewery. Due to the very
aspect of fast market entry, product will be priced at mid-range to attract
the customers who likes to brew in home as well for small commercial
scales.
Place Tribal will be benefited more with local company collaboration which
aims to distribute the equipment’s in smooth way in the greater markets
area’s like of Warsaw, Wrocław, Gdańsk or Poznań(Figure
4,Appendices) which has higher income level of residents . With
increased numbers of craft beer pubs , specialist beer store and more
beer festivals. Because of the craft beer revolution in Poland , tribal
equipment’s has the chance to develop quickly, especially in cities area.
In Poland small outlets demonstrated much more stability after
pandemic ,as they balance the necessity of immediate small purchases.
Promotion The company will focus on digital media marketing which has been in
upward trend in Poland(Figure 8,Appendices) as a major promotional
tool. Since polish people are more engaged in local craft festival,
company will attend such regional craft beer festivals to demonstrate the
products and engage active craft beer consumers.Ccompany will focus
on Social Media advertisement through Facebook and Nasza-Klasa ,
their major social media apps( (Social media guide, 2020)alongside
Internet Pop-up advertisements as in general it seems to be high level
of influence in polish people for consumption of craft beers on recent
days.(Figure 11,Appendices)
Table 5 4p's Analysis
4.3 Joint Ventures:
14
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Since the pandemic in the retail market , the polish has been losing their interests
in expensive beer product and are more concerned towards home brewed craft
beer. Various researchers of polish consumers preference also show that there is
huge willingness among youngsters to pay more for a good and qualitative
product. In crafting the people vision to obtain the good product , Tribal can get
benefit from all the local and managerial skills from locally influenced company in
Poland. The local joint venture will help in producing and distributing products in
much efficient and convenient way. The primary target will be the microbreweries
which hold huge capacity in using tribal product based on their market size(Figure
6, Appendices).
Since Polish law provides both corporate and contractual JVs , the need to adapt
to foreign market regulation as the adaptive legal frameworks in collaboration with
local company is very convenient as the Polish have very friendly nature and
possess quality of winning trust with UK. Market entry through the joint venture is
vital in many aspects for Tribal brewery equipment’s market penetration as it
abolishes the need to start over new process of establishment of tribal brewery
supply from the beginning in a new country as it may cost huge capital to labor
ratio. The establishment of new company culture is risky in the new country likes
of Poland where the culture to support local company is growing mainly in the
craft beer segments. The major benefit in joint venture to Tribal Brewing is with
collaborating the culture of polish people in trusting local company as well as the
mobilization facilities easily in manufacturing and distribution in Poland and within
their major cities.
15
in expensive beer product and are more concerned towards home brewed craft
beer. Various researchers of polish consumers preference also show that there is
huge willingness among youngsters to pay more for a good and qualitative
product. In crafting the people vision to obtain the good product , Tribal can get
benefit from all the local and managerial skills from locally influenced company in
Poland. The local joint venture will help in producing and distributing products in
much efficient and convenient way. The primary target will be the microbreweries
which hold huge capacity in using tribal product based on their market size(Figure
6, Appendices).
Since Polish law provides both corporate and contractual JVs , the need to adapt
to foreign market regulation as the adaptive legal frameworks in collaboration with
local company is very convenient as the Polish have very friendly nature and
possess quality of winning trust with UK. Market entry through the joint venture is
vital in many aspects for Tribal brewery equipment’s market penetration as it
abolishes the need to start over new process of establishment of tribal brewery
supply from the beginning in a new country as it may cost huge capital to labor
ratio. The establishment of new company culture is risky in the new country likes
of Poland where the culture to support local company is growing mainly in the
craft beer segments. The major benefit in joint venture to Tribal Brewing is with
collaborating the culture of polish people in trusting local company as well as the
mobilization facilities easily in manufacturing and distribution in Poland and within
their major cities.
15
4.4 McKinsey’s 7S model Approach
Tribal brewing will use McKinsey 7s model for assessment of business
organizations in Poland. This model will be used to strengthen the join venture
approach in Poland by examining the seven essential elements of McKinney’s 7
model.
Figure 4 Advantages of 7’s Model (Prachi, 2019)
4.4.1 Strategy
The main aim to develop the strategy is to reach the mass consumers in Poland
and gain profit and increase company revenue. Through the joint venture , tribal
will aim to sell quality product. A close joint venture with local company is a
proximity strategy for bringing Tribal equipment brand within reach of local
consumers. The company will run active participation in local craft beer event
and festivals where it will display the product to general customer as well as
specified small breweries for creating a brand experience. The company will be
active in social media marketing as well as create multiple community pages and
forums to engage with the customer. Company will create smooth supply chain
operation between two nations with use of new tools and technology.
4.4.2 Staff
The company will hire personnel from the surrounding areas who are more
familiar with the local markets and consumers in creating a brand values.
16
Tribal brewing will use McKinsey 7s model for assessment of business
organizations in Poland. This model will be used to strengthen the join venture
approach in Poland by examining the seven essential elements of McKinney’s 7
model.
Figure 4 Advantages of 7’s Model (Prachi, 2019)
4.4.1 Strategy
The main aim to develop the strategy is to reach the mass consumers in Poland
and gain profit and increase company revenue. Through the joint venture , tribal
will aim to sell quality product. A close joint venture with local company is a
proximity strategy for bringing Tribal equipment brand within reach of local
consumers. The company will run active participation in local craft beer event
and festivals where it will display the product to general customer as well as
specified small breweries for creating a brand experience. The company will be
active in social media marketing as well as create multiple community pages and
forums to engage with the customer. Company will create smooth supply chain
operation between two nations with use of new tools and technology.
4.4.2 Staff
The company will hire personnel from the surrounding areas who are more
familiar with the local markets and consumers in creating a brand values.
16
Employee training alongside roles distribution , customer engagement activities
will be implemented in order to promote creativity alongside financial intensive to
encourage employee to support company strategy and vision.
4.4.3 Skills
The company calls for the creative approaches to achieve its primary objective
regarding to their product growth in polish market. Proper training and employee
development activities are to be conducted to increase the employee efficiency.
Strategically , proper investment in skills dedication will improve proper product
quality innovation , volume of the equipment supplies and its effectiveness.
4.4.4 Style
The Joint venture collaboration with local company will provide with relevant and
expedited learning opportunities. The company motto will go beyond the Tribal
Brewery brand portfolio to sustainability, the local community support and more
market penetration.
4.4.5 System
The company will use the best enterprise resource planning to draw up a solid
Enterprise Resource Structure.Day to day management System for tracking
orders, recording feedback for improvement will be developed in order to match
targets alignments.
4.4.6 Structures
The company will have a straightforward organizational structure that is simple to
comprehend by the local employee. The organization's goal shall be
communicated in a clear and consistent manner to the all parties with respect to
local culture.
4.4.7 Shared Vision
The organization always prefers high-quality items. Polish Customers will always
get benefits from this organization's aim in adding value to products.
17
will be implemented in order to promote creativity alongside financial intensive to
encourage employee to support company strategy and vision.
4.4.3 Skills
The company calls for the creative approaches to achieve its primary objective
regarding to their product growth in polish market. Proper training and employee
development activities are to be conducted to increase the employee efficiency.
Strategically , proper investment in skills dedication will improve proper product
quality innovation , volume of the equipment supplies and its effectiveness.
4.4.4 Style
The Joint venture collaboration with local company will provide with relevant and
expedited learning opportunities. The company motto will go beyond the Tribal
Brewery brand portfolio to sustainability, the local community support and more
market penetration.
4.4.5 System
The company will use the best enterprise resource planning to draw up a solid
Enterprise Resource Structure.Day to day management System for tracking
orders, recording feedback for improvement will be developed in order to match
targets alignments.
4.4.6 Structures
The company will have a straightforward organizational structure that is simple to
comprehend by the local employee. The organization's goal shall be
communicated in a clear and consistent manner to the all parties with respect to
local culture.
4.4.7 Shared Vision
The organization always prefers high-quality items. Polish Customers will always
get benefits from this organization's aim in adding value to products.
17
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4.5 Competitive Posture Matrix Analysis
Figure 5 The International Competitive Posture Matrix (Larreche, n.d.)
Since Tribal Brewing Company is expanding its chain in multiple nation level it is
important to analyze its International competitive posture matrix. Though Tribal
sells higher end brewing and wine making equipment’s as its value preposition is
driven by quality , it has limited supplier in proposed country but importantly low
geographical coverage to make its presence which position Tribal Company as
“Baron” in the matrix analysis
18
Figure 5 The International Competitive Posture Matrix (Larreche, n.d.)
Since Tribal Brewing Company is expanding its chain in multiple nation level it is
important to analyze its International competitive posture matrix. Though Tribal
sells higher end brewing and wine making equipment’s as its value preposition is
driven by quality , it has limited supplier in proposed country but importantly low
geographical coverage to make its presence which position Tribal Company as
“Baron” in the matrix analysis
18
4.6 Competition:
Number of major breweries produce and export equipment’s and has been
supplying on its own in Polish Market. Company like Grupa Zywiece ,Lubelskie ,
Carlsberg polska are major competitor for Tribal. To overcome the competition ,
Tribal need to focus more on quality and efficient marketing that is based on
proper marketing strategy which in result will profit Tribal will increased market
share. Quality product delivery will always attract customers for repeat Purchases.
Figure 6 Brewery Equipment Market Share in Poland (Nielsen, August 2019)
4.7 Marketing Control and Monitoring
Tribal will take any corrective measures in improving the performance of
marketing and customer engagement with verification in regards with costs ,
sales , profit ratio , financial transition as well as employee engagement in the
marketing operation. Regular market share analysis will benefit Tribal in analysis
their share position in Polish market. The major challenge in gaining the market
share is to gain idea about the competitors and learn about their strengths and
weakness. The learning will benefit Tribal in overcoming their competition and
make proper market segment to desired stage. Proper Monitoring of the
distribution network in joint venture will help to overcome the issues identified in
right time and with better collaboration with joint partners. The better marketing
performance analysis will establish Tribal in better position for proper marketing
control.
19
Number of major breweries produce and export equipment’s and has been
supplying on its own in Polish Market. Company like Grupa Zywiece ,Lubelskie ,
Carlsberg polska are major competitor for Tribal. To overcome the competition ,
Tribal need to focus more on quality and efficient marketing that is based on
proper marketing strategy which in result will profit Tribal will increased market
share. Quality product delivery will always attract customers for repeat Purchases.
Figure 6 Brewery Equipment Market Share in Poland (Nielsen, August 2019)
4.7 Marketing Control and Monitoring
Tribal will take any corrective measures in improving the performance of
marketing and customer engagement with verification in regards with costs ,
sales , profit ratio , financial transition as well as employee engagement in the
marketing operation. Regular market share analysis will benefit Tribal in analysis
their share position in Polish market. The major challenge in gaining the market
share is to gain idea about the competitors and learn about their strengths and
weakness. The learning will benefit Tribal in overcoming their competition and
make proper market segment to desired stage. Proper Monitoring of the
distribution network in joint venture will help to overcome the issues identified in
right time and with better collaboration with joint partners. The better marketing
performance analysis will establish Tribal in better position for proper marketing
control.
19
Active social media engagement is very crucial for Tribal to maximize customer
engagement which will gather the customers feedbacks on the product. The
feedbacks are the prime source to monitor as word of mount will be very persuasive
way to improve marketing. Tribal will use latest technology such as google analytics
to track individuals’ records of purchase and social media feedback to learn about
consumers behavior for continuous improvement in quality service in Poland.
Regular monitoring and control of customer feedback and suggestion is vital for
Tribal to gain trust among the customer and for the business to grow with
improvised products and their process in the joint venture in Poland.
5 Conclusion:
From All above analysis , the report demonstrated the international marketing
strategy for the Tribal brewing equipment company to enter Poland as Potential
Market for their international Expansion. The report includes multiple data and
evidence of Poland craft beer market in analyzing the actual market capabilities
and suitable strategy for the success of Tribal Brewing company in Polish market.
The report has clarified the justification for the selection of Polish market for Tribal
Brewing using multiple micro and macro criteria as well as outlines appropriate
market entry methods such as joint venture as per polish legal framework. The
mechanism will be vital for Tribal brewing equipment distribution in Poland as well
key in continuous Customer engagement through social media platform and
community atmosphere. The report also highlighted the possible Monitoring and
Marketing control mechanism for Tribal to success in Poland.
20
engagement which will gather the customers feedbacks on the product. The
feedbacks are the prime source to monitor as word of mount will be very persuasive
way to improve marketing. Tribal will use latest technology such as google analytics
to track individuals’ records of purchase and social media feedback to learn about
consumers behavior for continuous improvement in quality service in Poland.
Regular monitoring and control of customer feedback and suggestion is vital for
Tribal to gain trust among the customer and for the business to grow with
improvised products and their process in the joint venture in Poland.
5 Conclusion:
From All above analysis , the report demonstrated the international marketing
strategy for the Tribal brewing equipment company to enter Poland as Potential
Market for their international Expansion. The report includes multiple data and
evidence of Poland craft beer market in analyzing the actual market capabilities
and suitable strategy for the success of Tribal Brewing company in Polish market.
The report has clarified the justification for the selection of Polish market for Tribal
Brewing using multiple micro and macro criteria as well as outlines appropriate
market entry methods such as joint venture as per polish legal framework. The
mechanism will be vital for Tribal brewing equipment distribution in Poland as well
key in continuous Customer engagement through social media platform and
community atmosphere. The report also highlighted the possible Monitoring and
Marketing control mechanism for Tribal to success in Poland.
20
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6 Recommendation :
Craft Beer industry in Poland and its emergence with development in period of time
can be summaries in the cause-and-effect module(Figure 5 Appendices). Many
factors and phenomenon influenced for such trend on Poland. This revolution
created a new polish market and changes occurred in its environment which
resulted in much increase in craft beer production and consumption. While there is
increased production in craft beer in recent year , it has been a greatest challenge
in craft beer industry in Poland in maintain a good and repeatable taste in beer
quality. The proper use of the quality equipment in another concerned for small
production and a short series of experiments. The fashion for craft beer excludes
itself from mass beer production as well as gap of awareness in growing
consumers regarding the tools and techniques for crafting a new taste in beer.
Tribal Brewing can grasp this opportunity in spreading a brand in new polish market
with quality brewing training to the consumers who are always open to new quality
taste. The sales of their products will also increase if the ideology of better brewing
is delivered to young consumers who are always ready for new experiments in craft
beer ( (Birofilia, 2018))
Brewing Training as a Service in Poland :
With the increasing trend in craft beer consumption a global trend of drinking less
but drink better (Arthur, 2018)also has influence Polish community who are looking
to grow out of traditional taste in beer. There is change in people taste as probability
of the population who are open to new taste in beer, unusual products have
increased in recent years which has opened a case for new innovation in craft
market. The number of unique beers exceeded 2400 in recent year(2019) which
was just around 82(2013) which shows exploration in quality new taste in beer
market in Poland. Various researches conducted among Polish consumers also
indicates that they are willing to pay for a good and qualitative craft production.
Tribal Brewing can emphasize on quality products for brewing alongside training of
crafting beer through their equipment’s will add on values to objective. The strategy
of sales of their product after multiple of training on their product to different level of
consumers can create a promotion in market to their brand which will increase in
trust in consumers.
The Pinta brewery of Poland also took advantage of this opportunity and shared
their expertise in new brewing skills with their equipment for promotion which
21
Craft Beer industry in Poland and its emergence with development in period of time
can be summaries in the cause-and-effect module(Figure 5 Appendices). Many
factors and phenomenon influenced for such trend on Poland. This revolution
created a new polish market and changes occurred in its environment which
resulted in much increase in craft beer production and consumption. While there is
increased production in craft beer in recent year , it has been a greatest challenge
in craft beer industry in Poland in maintain a good and repeatable taste in beer
quality. The proper use of the quality equipment in another concerned for small
production and a short series of experiments. The fashion for craft beer excludes
itself from mass beer production as well as gap of awareness in growing
consumers regarding the tools and techniques for crafting a new taste in beer.
Tribal Brewing can grasp this opportunity in spreading a brand in new polish market
with quality brewing training to the consumers who are always open to new quality
taste. The sales of their products will also increase if the ideology of better brewing
is delivered to young consumers who are always ready for new experiments in craft
beer ( (Birofilia, 2018))
Brewing Training as a Service in Poland :
With the increasing trend in craft beer consumption a global trend of drinking less
but drink better (Arthur, 2018)also has influence Polish community who are looking
to grow out of traditional taste in beer. There is change in people taste as probability
of the population who are open to new taste in beer, unusual products have
increased in recent years which has opened a case for new innovation in craft
market. The number of unique beers exceeded 2400 in recent year(2019) which
was just around 82(2013) which shows exploration in quality new taste in beer
market in Poland. Various researches conducted among Polish consumers also
indicates that they are willing to pay for a good and qualitative craft production.
Tribal Brewing can emphasize on quality products for brewing alongside training of
crafting beer through their equipment’s will add on values to objective. The strategy
of sales of their product after multiple of training on their product to different level of
consumers can create a promotion in market to their brand which will increase in
trust in consumers.
The Pinta brewery of Poland also took advantage of this opportunity and shared
their expertise in new brewing skills with their equipment for promotion which
21
resulted in new growth( (Pinta, 2015)Another success for Brewing Training as
service was with Mazurska Manufaktura SA company( (Manufaktura, 2021)who
purchased 11 historic brands in Poland in 2021 and started providing a new service
of brewing targeting new craft consumers. Their big experience in their business
management was directed towards support of local and buying a inexpensive high
quality equipment’s from Germany which resulted in fast growth expansion in short
time. The exploratory behaviors of Poles show they are eager to learn new changes
and adapt accordingly.
There would be no any beer improvements without increasing the quality in home
brewing as the professional brewer were not educated in Poland( (Rogacyn,
2017)).Hence , with the aim for market growth Tribal Brewing can expand its service
from selling product to more toward selling service as Brewing training which can
influence the consumer to try new level of experiments in crafting a beer.
Tribal can hands on with this service with starting new beer vlogs , blogs and
multiple forums activities in Poland. They can also show their presence in service by
getting active involvement in Polish nationwide beer festivals with lot of promotions.
The recommended service will benefit the Tribal brewing in long term goal not just
in Poland also to other nation with the vision of globalization with proper branding.
22
service was with Mazurska Manufaktura SA company( (Manufaktura, 2021)who
purchased 11 historic brands in Poland in 2021 and started providing a new service
of brewing targeting new craft consumers. Their big experience in their business
management was directed towards support of local and buying a inexpensive high
quality equipment’s from Germany which resulted in fast growth expansion in short
time. The exploratory behaviors of Poles show they are eager to learn new changes
and adapt accordingly.
There would be no any beer improvements without increasing the quality in home
brewing as the professional brewer were not educated in Poland( (Rogacyn,
2017)).Hence , with the aim for market growth Tribal Brewing can expand its service
from selling product to more toward selling service as Brewing training which can
influence the consumer to try new level of experiments in crafting a beer.
Tribal can hands on with this service with starting new beer vlogs , blogs and
multiple forums activities in Poland. They can also show their presence in service by
getting active involvement in Polish nationwide beer festivals with lot of promotions.
The recommended service will benefit the Tribal brewing in long term goal not just
in Poland also to other nation with the vision of globalization with proper branding.
22
7 References
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Changing Marketing: The Evolution of Micro-Brewing in the UK and US, 1980-2012.
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Carneiro, J. (2020). What makes craft beer so popular with millennials? Retrieved April 24,
2022, from https://www.dsm.com/food-beverage/en_US/insights/insights/beverage/craft-
beer-millennials-consumer-insights.html
WEMAC. (n.d.). Brewery equipment,Craft brewing equipment-WEMAC beer. Retrieved April 24,
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Freaks Brauhaus Technik. (2022). FLECKS Brauhaus Technik - The company - FLECKS
Brauhaus Technik GmbH. Retrieved April 24, 2022, from
view-source:https://www.brauhaus-austria.com/en/about-us.html
ZHUODA. (n.d.). About Us-Zhuoda Professional Beer Equipment Manufacture. Retrieved April
24, 2022, from https://www.zdbrewing.com/about-us
XIMO. (n.d.). XIMO BREWING EQUIPMENT. Retrieved April 24, 2022, from
https://www.ximousa.com/
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Machinery Co., Ltd. Retrieved April 24, 2022, from https://en.shandonghg.com/about
DME Process System LTD. (2022). About the DME Craft Brewing Company - DME Process
Systems Ltd. Retrieved April 24, 2022, from https://dmebrewing.com/about-dme-
brewing/
Financial Times. (n.d.). Anheuser Busch Inbev SA, ABI:BRU profile - FT.com. Retrieved April
24, 2022, from https://markets.ft.com/data/equities/tearsheet/historical?s=ABI:BRU
Czech brewery system. (2022). About Us - CBS. Retrieved April 24, 2022, from
https://www.czechminibreweries.com/about-us/
Manufaktura, M. (2021). https://journal.beer/2022/02/20/beer-business-4-2021-poland-beer-
market-analysis/.
Prachi. (2019). theinvestorsbook.com. https://theinvestorsbook.com/mckinsey-7s-model.html.
Social media guide, S. (2020). https://businessculture.org/eastern-europe/poland/social-media-
guide/.
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Cabras, I., & Bamforth, C. (2016, July 03). From Reviving Tradition to Fostering Innovation and
Changing Marketing: The Evolution of Micro-Brewing in the UK and US, 1980-2012.
Business history, 58(5), 625-646. Retrieved April 24, 2022
Carneiro, J. (2020). What makes craft beer so popular with millennials? Retrieved April 24,
2022, from https://www.dsm.com/food-beverage/en_US/insights/insights/beverage/craft-
beer-millennials-consumer-insights.html
WEMAC. (n.d.). Brewery equipment,Craft brewing equipment-WEMAC beer. Retrieved April 24,
2022, from https://www.wemacequipment.com/#:~:text=Brewery%20equipment
%2CCraft%20brewing%20equipment,employees%20and%20workers%20in%20total.
Freaks Brauhaus Technik. (2022). FLECKS Brauhaus Technik - The company - FLECKS
Brauhaus Technik GmbH. Retrieved April 24, 2022, from
view-source:https://www.brauhaus-austria.com/en/about-us.html
ZHUODA. (n.d.). About Us-Zhuoda Professional Beer Equipment Manufacture. Retrieved April
24, 2022, from https://www.zdbrewing.com/about-us
XIMO. (n.d.). XIMO BREWING EQUIPMENT. Retrieved April 24, 2022, from
https://www.ximousa.com/
Shandong HG Machinery Co., Ltd. (2022). Shandong HG Machinery Co., Ltd. - Shandong HG
Machinery Co., Ltd. Retrieved April 24, 2022, from https://en.shandonghg.com/about
DME Process System LTD. (2022). About the DME Craft Brewing Company - DME Process
Systems Ltd. Retrieved April 24, 2022, from https://dmebrewing.com/about-dme-
brewing/
Financial Times. (n.d.). Anheuser Busch Inbev SA, ABI:BRU profile - FT.com. Retrieved April
24, 2022, from https://markets.ft.com/data/equities/tearsheet/historical?s=ABI:BRU
Czech brewery system. (2022). About Us - CBS. Retrieved April 24, 2022, from
https://www.czechminibreweries.com/about-us/
Manufaktura, M. (2021). https://journal.beer/2022/02/20/beer-business-4-2021-poland-beer-
market-analysis/.
Prachi. (2019). theinvestorsbook.com. https://theinvestorsbook.com/mckinsey-7s-model.html.
Social media guide, S. (2020). https://businessculture.org/eastern-europe/poland/social-media-
guide/.
Rogacyn. (2017).
_How_and_why_did_craft_breweries_'revolutionise'_the_beer_market_The_case_of_P
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s_'revolutionise'_the_beer_market_The_case_of_Poland.
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s_'revolutionise'_the_beer_market_The_case_of_Poland.
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europe-q4-2018.pdf.
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y_in_Poland_in_the_period_of_the_craft_beer_revolution_2011-2016.
Arthur. (2018).
https://www.researchgate.net/publication/342563412_How_and_why_did_craft_brewerie
s_'revolutionise'_the_beer_market_The_case_of_Poland.
Birofilia. (2018).
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s_'revolutionise'_the_beer_market_The_case_of_Poland.
Nielsen. (August 2019). Retrieved from
https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/quarter-by-numbers-
europe-q4-2018.pdf.
Larreche, G. a. (n.d.). Adapted from Gogel and Larreche. Retrieved from
https://www.empraglob.com/en-us/projects/item/1-global_markets.html.
Statistics Poland. (2018). Retrieved from Statistics Polandhttps://stat.gov.pl › ...
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beer ...https://www.researchgate.net › publication › 342563412_...
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beer ...https://www.researchgate.net › publication › 342563412_...
Wojtyra_et_al. (2019). Retrieved from
https://www.researchgate.net/publication/342563412_How_and_why_did_craft_brewerie
s_'revolutionise'_the_beer_market_The_case_of_Poland
widen. (2016). Retrieved from https://www.widen.com/customers/customer-satisfaction
swine, C. a. (2018). Retrieved from Rule of Law: European Commission launches
infringement ...https://europa.eu › rapid › press-release_IP-19-1957_ro
Wu, M. a. (2016). Retrieved from Sustainability of China's Growth Model: A
Productivity ...https://onlinelibrary.wiley.com › doi › abs › cwe
Masovic. (2018). Retrieved from SOCIO-CULTURAL FACTORS AND ... - Ecoforum
Journalhttp://www.ecoforumjournal.ro › eco › article › view
Claessens. (2015). Opening Remarks - CLAESSENS - 2015 - Wiley Online
Libraryhttps://onlinelibrary.wiley.com › doi › jmcb.
University, F. F. (2020). Retrieved from Opening Remarks - CLAESSENS - 2015 - Wiley Online
Libraryhttps://onlinelibrary.wiley.com › doi › jmcb
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energy in the light of PESTLE & SWOT analyses for island countries. In Smart Energy Grid
Design for Island Countries (pp. 1-19). Springer, Cham.
Alshaher, A. A. F., 2013. THE MCKINSEY 7S MODEL FRAMEWORK FOR E-LEARNING
SYSTEM READINESS ASSESSMENT. International Journal of Advances in Engineering &
Technology, November, 6(5), p. 1951.
WOJTYRA, B., GRUDZIEŃ, Ł. (2017): The Development of the Beer Industry in Poland During
“The Craft Beer Revolution” (2011–2016). Studies of the Industrial Geography Commission of
the Polish Geographical Society
WOJTYRA, B. (2020): How and why did craft breweries ‘revolutionise’ the beer market? The
case of Poland. Moravian Geographical Reports, 28(2): 81–97. Doi: https://doi.org/10.2478/mgr-
2020-0007
YIN, R. K. (2009): Case study research design and methods (4th ed.). Applied Social Research
Method Series Vol. 5. Thousand Oaks, CA, Sage.
Leonard Kahungu (Author), 2018, Critical evaluation of the macro and micro environmental
factors affecting the brewing industry with a particular focus on Heineken, Munich
WOJTYRA, B., GRUDZIEŃ, Ł. (2017): The Development of the Beer Industry in Poland During
“The Craft Beer Revolution” (2011–2016). Studies of the Industrial Geography Commission of
the Polish Geographical Society..
25
Libraryhttps://onlinelibrary.wiley.com › doi › jmcb
Refinitiv. (2019). Retrieved from REFINITIV SUSTAINABILITY REPORT
2019https://www.refinitiv.com › documents › reports
Islam, F. R., & Mamun, K. A. (2017). Possibilities and challenges of implementing renewable
energy in the light of PESTLE & SWOT analyses for island countries. In Smart Energy Grid
Design for Island Countries (pp. 1-19). Springer, Cham.
Alshaher, A. A. F., 2013. THE MCKINSEY 7S MODEL FRAMEWORK FOR E-LEARNING
SYSTEM READINESS ASSESSMENT. International Journal of Advances in Engineering &
Technology, November, 6(5), p. 1951.
WOJTYRA, B., GRUDZIEŃ, Ł. (2017): The Development of the Beer Industry in Poland During
“The Craft Beer Revolution” (2011–2016). Studies of the Industrial Geography Commission of
the Polish Geographical Society
WOJTYRA, B. (2020): How and why did craft breweries ‘revolutionise’ the beer market? The
case of Poland. Moravian Geographical Reports, 28(2): 81–97. Doi: https://doi.org/10.2478/mgr-
2020-0007
YIN, R. K. (2009): Case study research design and methods (4th ed.). Applied Social Research
Method Series Vol. 5. Thousand Oaks, CA, Sage.
Leonard Kahungu (Author), 2018, Critical evaluation of the macro and micro environmental
factors affecting the brewing industry with a particular focus on Heineken, Munich
WOJTYRA, B., GRUDZIEŃ, Ł. (2017): The Development of the Beer Industry in Poland During
“The Craft Beer Revolution” (2011–2016). Studies of the Industrial Geography Commission of
the Polish Geographical Society..
25
8 Appendices:
Appendix 1 Beer production rise since 2017
26
Appendix 1 Beer production rise since 2017
26
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Appendix 2 Change in the number of breweries and new, unique beers delivered on the market
annually in Poland during the Polish craft beer revolutionSource: Based on The Beer Map(poland , 2019)
27
annually in Poland during the Polish craft beer revolutionSource: Based on The Beer Map(poland , 2019)
27
Appendix 3 Consumption of beer compared to GDP per capita in Poland between 1990 and
2017Source: Beer consumption Statistics Poland and World Bank data
28
2017Source: Beer consumption Statistics Poland and World Bank data
28
Appendix 4Spatial distribution of craft beer pubs in Poland in 2019Source: Based on The Beer
Map data collection(Polskie Stowarzyszenie Piwowarów Domowych)
29
Map data collection(Polskie Stowarzyszenie Piwowarów Domowych)
29
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Appendix 5Cause and effect diagram – determinants of changes in the beer market in Poland Source:
Moravian Geographical Reports
30
Moravian Geographical Reports
30
Appendix 6Breweries in Poland in the pattern of voivodeships – as at October 31, 2016.Source : Moravian
Geographical Reports
31
Geographical Reports
31
Appendix 7Sample data of Brewery and their active owner in age group segment in Poland
Source :Beeronomics 2019 , Pilsen
Appendix 8 Internet Users and Active Social Media user in Poland Source : Datareportal-Digital Poland 2021
32
Source :Beeronomics 2019 , Pilsen
Appendix 8 Internet Users and Active Social Media user in Poland Source : Datareportal-Digital Poland 2021
32
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Appendix 9Comparison of Microbreweries evolution in Poland in recent yearsSource : Craft beer Evolution in
Poland ,Lukasz Grudzien
33
Poland ,Lukasz Grudzien
33
Appendix 10The factors influencing craft beer consumers’ behavior in the brewery market in Poland
Source : https://doi.org/10.12775/JEHS.2021.11.01.001
34
Source : https://doi.org/10.12775/JEHS.2021.11.01.001
34
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