Report: Entrepreneurial Marketing Strategy for Boss Brewing Company

This report provides an executive summary and detailed analysis of Boss Brewing Company's entrepreneurial marketing strategies. It begins with an overview of the company, highlighting its focus on craft beer and its unique position as a female-led enterprise challenging industry stereotypes. The report then delves into the company's product-centric marketing approach, emphasizing the 'FABULOUS' entrepreneurial theory, and details the features and advantages of their craft beer offerings. A SWOT analysis is conducted to assess the company's strengths, weaknesses, opportunities, and threats, with a particular emphasis on leveraging traditional marketing methods. The report compares and contrasts various academic viewpoints on marketing practices, particularly word-of-mouth and innovative marketing, and recommends the innovative approach for its potential to reach a wider market. The report also explores operational issues, marketing theories, and provides recommendations based on the findings.

ENTREPRENEURIAL
MARKETING

EXECUTIVE SUMMARY
This report combines overview of Boss Brewing company headed by lady entrepreneur
which help in demolishing the stereotype perspective of society that hard to run beer business for
women. The entrepreneurial theory which is used for the purpose of attraction of consumers and
to attain sustainability in market is product centric named Fabulous. This will includes
demonstration of the features and the advantages which are associated with the production and
consumption of Craft Beer. SWOT analysis help in ascertainment of the strengths which are
associated with their business. This will further help in attaining the opportunities. Usage of
traditional method one of the strength which creates opportunity to become success in market in
shorter period of time as this results in delivery of quality products. The two different marketing
practice which are used for the purpose of their promotion and ascertaining the attention of
customers known as word of mouth and innovative. These are analysed from the view point of
different authors as to get the which practice provides maximum benefits to organisation. The
one through which ascertained that maximum positive results can be grabbed in future is
innovative. As this will help in approaching the larger market as it includes the various methods
which have wide scope of working.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
Overview................................................................................................................................4
SWOT analysis of Boss Brewing Company..........................................................................6
Compare and contrast the differing academic viewpoints.....................................................7
RECOMMENDATION.................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Entrepreneurial Marketing is regarded as adapting effective marketing activity for small
or medium enterprises. It plays a significant role in success or failure of new or existing
enterprise as it is based on the vision or creative idea of an entrepreneur. However, an
entrepreneur is one who convert their plan into reality by exploiting the market opportunity. One
of the entrepreneur started a new venture with new idea about manufacturing of beer. The
organisation is named as Boss Brewing Company. It is UK based company which has benefited
around 200 small supplier for the supply of local beers. In this report we will cover topics like
features of small business marketing environment, operational issues faced by new ventures and
small businesses in retail sector and critically compare and contrast standard marketing theory
and practice in small businesses.
Overview
Manufacturing industry is about production of good to satisfy the need of market. There
is lots of scope for new entrepreneurs to start their own venture with new innovation to capture
the market. One of the new ventures in manufacturing industry is Boss Brewing Company which
basically into the production of beer. There are many methods but on which is followed by
respective company is well analysed and determined process which includes malting, milling,
mashing, boiling, fermenting, filtering as well as packaging to conduct the Brewing process. This
is considerable as an entrepreneurial idea as it was started by women entrepreneur by breaking
the stereotype or conservative perception of the society. Thus, above mentioned company which
is small business enterprises can follow FABULOUS entrepreneurial method for significant
move to attain the objective of organisation and grab the attention of customers. The major focus
while following this theory is upon determination and providence of the aspects which are
associated with their own product and reflect their capabilities.
Features: Feature refer to the attribute of product like the essential component which are
added up to manufacture a single entity or product. In context to Boss Brewing company, follow
each stage from malting to packaging critically by using quality ingredient. As the special
features which are consisted under the beers provided by Brewing company includes
Aroma(Hops, malt), Appearance(Colour, clarity), Mouthfeel and Ingredients. These will help to
serve best quality. Moreover, most of the consumer pay lot of attention in feature of product like

its quality, availability as well as brand awareness rather than price. If they find the attributes of
products are satisfying then they don't provide too much consideration to price.
Advantage: Advantage refer to the profit or revenue gained by small size company from
the manufacturing and sales of respective product. Herein, respective company entrepreneurial
plunge was taken by women entrepreneur in totally male segmented sector that is manufacturing
beer sector. So, before jumping into new venture company make the assumption about expected
profit or loss company may incur in respective field. Hence, company should practice all the
business policies effectively about the standards and legislations provided by government as per
Beer regulations 1993. Also, needed to take corrective action if ascertained any deviation as to
ascertain the trust and loyalty of customers towards the offering of brand. This help to seek their
attention and bringing up of sales.
Benefit: Boss Brewing Industry can gain huge benefit from its target market if operate
its manufacturing business effectively. Though this industry faces huge global competition from
the side of big or large enterprise. One of the aspect which aid in getting and justifying the
concept of benefit is that the manufacturing of this beer is according to the traditional method
under which the percentage of Alcohol is less in comparison to other beers. As the consumption
of this beer further results in reduction of heart issues. This will help to unite the consumers with
their different offerings.
Usage of potential resources: Utilisation of potential resources is one of the most
effective entrepreneurial factor needs to be adopted by all companies whether large, medium or
small. Herein, respective company should look for the potential resources to manufacture craft
beer. The different ingredients which are used under its production includes Barley, Water, Hops
and Yeast. This will includes the idea about the extraction of sugar from that which results in
getting Alcohol.
Loyalty: Loyalty refer to the brand equity or recall value of product for particular brand.
Moreover, company's operate in a dynamic environment due to which they faces huge
competition. The different aspects which help to ascertain the loyalty of customers towards their
products is about the compliance of all the standards as per the Beer regulation Act 1993 and
adoption of traditional method.
Utilisation of existing resources: Respective company must adopt the operational
management practices like JIT, Six sigma for the purpose of optimum utilisation of its existing

resources to eliminate the unnecessary expenses of respective company like non operating
manufacturing cost.
Operation: Companies must put emphasis on its infrastructures as well as operational
processes to cater the current market conditions. Boss Brewing company must design its
manufacturing or operations sites in such a way it produces large volume of product at low or
cheaper cost. Hence, this decreases the overall cost incurred by company due to which they can
sell premium quality beer at reasonable prices.
Solution: Company must keep on bringing innovation with the change in taste or
preferences of customer. For instance, with the change in market trend the beer industry are
shifting from lager products to premium beer range. In context to respective company, must
serve premium beers in UK matured market.
SWOT analysis of Boss Brewing Company
Strength
Boss brewing company operates in beer
industry which has huge customer base of
youngster, adult male as well as female to
distribute their product.
This company is dealing in craft beer which
has various benefits for its consumers which is
considered as their biggest strength. These
benefits are it reduces risk of heart disease, it
provides protection against Alzheimer etc.
Another strength of this company is its
approach to gender equality. It is considered
that beer manufacturing and retailing is a
men’s job, but owner and partner of this
organisation is a female which reduces the
stereotypes of the society.
Weakness
As Boss brewing company is operating in
liquor industry their various legal formalities
and compulsions which are required to be
fulfilled. Due to change in government policy
and licence issue can hampers the growth of
this company by decreasing the profit margin
of company. Non regulation of different legal
formalities arises operational issues.
Respective company cannot fight with their
competitors on the basis of price strategy as
they believe they provides unique products
which craft beer, but it is considered their
weakness as well as other cheaper options.

Opportunity
Boss Brewing company, if makes the use of
effective advertising and promotional
technique can cover its geographical area
significantly.
This company only supply their products to
few restaurants and bars which provide them
huge opportunity to capture larger market
share by supplying their products to numerous
hotels and star restaurants.
Threat
Competition is the biggest threat faced by
small scale company in field of manufacturing
beer.
Along with that change in government policy
and increase in customer awareness are threat
for the survival of beer industry.
Compare and contrast the differing academic viewpoints
Viewpoint of various authors in “Word of Mouth”
According to Jonah Berger, Word of mouth is a very important factor which can be
powerful in marketing of products or services. There are six principles of word of mouth that
stimulate people to share various content. These six principle are defined below:
Social currency: Under social currency good or relevant information is shared to make
an individual look good. If organisations share their information on Facebook, Twitter,
LinkedIn, Tumblr it is beneficial for the company to market its products effectively.
Triggers: Something which reminds people about the brand, product or idea is defined as
trigger. These are hidden in logos, slogans, mottos of companies which make people remember
about the brand and company. Customers will more frequently talk about the product, if they are
reminded more about the particular product.

Emotions: Things which generate high emotions like excitement, anger, curiosity,
amusement and so on are more often shared. Emotions affects the attitude of people towards the
product. Thus emotions should be kept in mind to influence people.
Observability: Under observability, if an individual believe that other person is more
knowledgable or know something which they don't know, in that case other person imitate or
follow more knowledgable person's actions. Thus, companies sometimes take ideas from other
organisations to increase awareness of their products.
Practical value: Within practical value, those idea and solution is shared which is more
significant or useful. By doing so companies are able to advertise relevant information about
their brand or product.
Stories: Formulation of stories leaves deeper as well as better impression on listeners.
Thus, a story regarding a product fires up a valuable conversation and leads to work of mouth
promotion. Such stories are helpful to attract people and make them try their products and
services.
According to Jarod Kintz, word of mouth means, even if an individual focuses on
observability as well as social currency, but it has to be supported by the happiness of customer.
So, an enterprise must focus on enhancing the quality as well as services of product like faster
and timely delivery of products. Then, surely customer will remain satisfied and will always give
positive recommendation about the company. Hence, to make this happen company must adopt
differentiated technique to deliver quality services. Apart from that issues of customers must be
resolved immediately by addressing their issues effectively (Chaston, 2015).
Therefore, according to me Jonah Berger's explanation on word of mouth was more
relevant. As we various word of mouth tools can be used to stimulate the interest of people like
observability, practical value as well as stories to share the information about the product. This is
one of the best tools which can be used by Boss Brewing company to promote its product as it
does not incur any expenses and helps in generating huge revenue for company. Hence,
respective company can only make the advantage of this tool if they satisfy the need of its
existing customers (What is innovation? 15 experts share their innovation definition, 2019).
Viewpoint of various authors on “Innovative”
According to Nick Skillicorn, Innovative refer converting an idea into solution and
reality by adding the value to the perspective of customer.

Companies often make mistakes like they lack in providing support to idea. As
generation of idea is easier, fast as well as quick but it's execution takes time. Thus, most of the
companies fail while executing the idea effectively because of constraint like budget and time to
make rough picture of idea , refine it and then finally experiment on it.
Moreover, companies consider the changes from the basis of internal viewpoint like the
up gradation in the quality of product. But on contrary, if the customer don't find any additional
changes as suitable they will never perceive it as a valuable or worth buying product. In such
case company should give quality time to its new innovation by perceiving the relevance of
innovation in product from the side of customers (Burns, 2017).
According to Stephen Shapiro, Innovation is all about adopting relevant innovation
through creative as well as innovative idea. Enterprise operate in dynamic environment due to
which they need to make abundant changes with the change in time and trends. Additionally,
potential changes adopted in past may work for that time but not for future. Thus, if an
organisation rest on its previously adopted changes and don't make significant changes in future
can lead to failure of company.
Apart from that majority of the companies make mistake like referring others for ideas
which creates unnecessary work, a lot of noises and disturbances. Although most of the person
whether work outside or inside the organisation has an idea, suggestion or opinion for company
to improve its existing functioning. Burt in reality most of the suggestion or opinion do not work
in favour of company as it don't lead to production of desirable result (Crittenden, et.al. , 2015).
Therefore, simple changes which company can make to bring desirable result are focus
on question rather than solution. As according to the various study made by author, when people
are asked to think innovative or out of box the quality of solution get deteriorated. Additionally,
once the questions are raised leads to chaos, noise and lower the quality of relevant solution.
Thus, challenges need to be framed innovatively without inviting the large group of people.
According to me, the opinion of explanation of Nick Skillicorn on Innovative was more
relevant. Here, company should make essential effort to support the new idea by allocating
appropriate amount of budget as well as significant time. Apart from that Boss Brewing
company must maintain as well as upgrade changes by considering the need as well as
preferences of customer so that they will appraise the innovate changes and increase the overall

profitability of small scale enterprise (Word of Mouth Quotes and What You Can Learn from
Them, 2016).
RECOMMENDATION
 Boss Brewing company can make the use of FABULOUS entrepreneurial method to
identify its existing as well potential position of company in terms of innovation and
expansion (Foxall, 2014).
 Along with that, as respective company serve its product in mature or developed market
so they should bring multiple variety of its premium drink by bringing innovative
features in the quality of product.
 With the help of SWOT analysis company should make the use of opportunity to expand
their reach and overcome the challenges. For instance, respective company can make the
use of significant promotional tool to build healthy relation with its customers.
 Furthermore, Boss Brewing company must invite the new idea or innovation for
expanding its business from small scale to large scale enterprise (Mcmullan and
Kenworthy,2016).
CONCLUSION
From the above report it has been concluded that Entrepreneurs are the ones who convert
their idea into reality by operating their own business which bare different from traditional
businesses. They basically identify the market opportunity convert it into a sound market plan
and look for various sources like venture capitalist to raise the fund. Additionally, small or
medium enterprises of an entrepreneur gets benefited by various schemes of government. They
may even get subsidy from the side of government. Moreover, entrepreneurs must adapt
effective marketing activity, entrepreneur method to attain the purpose of small scale or medium
scale enterprises.

REFERENCES
Books and Journal:
Burns, P., 2017. New venture creation: a framework for entrepreneurial start-ups. Palgrave.
Chaston, I., 2015. Entrepreneurial Marketing: Sustaining Growth in All Organisations.
Macmillan International Higher Education.
Crane, F.G., 2012. Marketing for entrepreneurs. Sage.
Crittenden, V.L. et.al. , 2015. Evolving entrepreneurial education: Innovation in the Babson
classroom. Emerald Group Publishing.
Foxall, G., 2014. Corporate Innovation (RLE Marketing): Marketing and Strategy. Routledge.
Lodish, L.M. et.al. , 2015. Marketing that works: how entrepreneurial marketing can add
sustainable value to any sized company. Pearson Education.
Mcmullan, R.W.E. and Kenworthy, T.P., 2016. Creativity and entrepreneurial performance.
Springer International Pu.
Phillips, F.Y., 2013. Market-oriented technology management: innovating for profit in
entrepreneurial times. Springer Science & Business Media.
Sethna, Z., Jones, R. and Harrigan, P. eds., 2013. Entrepreneurial marketing: Global
perspectives. Emerald Group Publishing.
Online:
What is innovation? 15 experts share their innovation definition, 2019. (Online). Available
through<https://www.ideatovalue.com/inno/nickskillicorn/2016/03/innovation-15-
experts-share-innovation-definition/>
Word of Mouth Quotes and What You Can Learn from Them, 2016. (Online). Available
through<https://www.livechatinc.com/blog/word-of-mouth-quotes/>