Home Brew Market: Tribal Brewing, SWOT Analysis, Porter's Theory, Screening of Suppliers

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

1.3 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

4.7 Marketing Control and Monitoring................................................................................19
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

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

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.
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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).
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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
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