Analyzing Brand Visibility Issues at Fisher's Brewery: A Report

This report provides a comprehensive analysis of the brand visibility challenges faced by Fisher's Brewery, a UK-based brewery established in 2019. The report begins with an introduction to the company and its objectives, followed by an examination of the problems the brewery faces in the current market. Through research and critical analysis, the report identifies key issues such as ineffective marketing strategies, supply chain problems, and difficulties in reaching the target customer base. The analysis also considers the competitive landscape, highlighting the dominance of larger breweries. The report ranks and justifies the top three issues impacting Fisher's Brewery's brand visibility, concluding with a summary of the findings and recommendations for improvement. This report provides a detailed overview of the challenges faced by the brewery and offers insights into potential strategies for enhancing brand visibility and achieving business goals.

Business

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Clarifying about client company and problems that are facing in present context......................1
By using research, problem is broken by critical analysis and presenting areas of importance to
clients...........................................................................................................................................2
Top three issues which are faced by client entity and stating the justifications for the ranks. ...3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
In modern world, business has become significant aspect. It is mentioned to an economic
activity that includes ongoing together with regular production along with distribution of tangible
items with immaterial services to satisfy human preferences (Bell, Bryman and Harley, 2018). It
includes organised efforts of human beings for manufacturing and selling for purpose of profit
making and satisfying society's requirements. For developing information for business, Fisher's
Brewery is chosen as business client that created unique as well as varied beer styles. In addition,
the report comprises particular problem that management of the company is facing while
performing key functions. In addition, with the help of research, the problem is broken through
critical analysis and important areas are presented for the client in the report. At last, the report
highlights top three issues faced by the entity and justifications for the ranks.
MAIN BODY
Clarifying about client company and problems that are facing in present context
Fisher's Brewery is the client company that was established in 2019. The founder of the
entity is Mike Fisher. The company has objective of creating unique together with variants of
beer styles so to satisfy preferences of market for the beers. It is also viewed that marketers will
promote the brand in one of the event of “Peaky blinders”. The company requires to deliver
variant beer styles in market of Wycombe, UK. Its beer styles includes dark brown beer and its
one of beer style is often called as the Brown ale. The client institution is planning to market the
event through posters also wherein the attractive posters will be displayed in bus stations of
Wycombe city. Furthermore, the beer styles will also be promoted through platform of social
media.
As the entity is new in market, so it is facing problem of brand visibility that results in
various impacts on its key operations, functions and performance too. Moreover, it also affects
its workings to achieve set of objectives in the dynamic market (Burns and Dewhurst, 2016). In
market environment, various drastic changes are also monitored that causes issues to enhance the
brand visibility in competing and dynamic situations.
As per the existing scenario of UK, most of settled or newly beer companies performs
their activities and operations in international market. It shows that the wide operational
functions that are performed, managed and controlled by authorities should be according to set
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objectives and underlying tasks. It is also seen that the UK population has some preferences for
branded beers that are Ale, laser and others that are offered by large companies in high quality
and reasonable prices due to which visibility of beers provided by the brand are impacted and it
causes problem of brand visibility (Beer preferences in UK, 2014). Around 42% of men and 14%
of women prefers to buy Ale beer while 39% of men and 39% of women have preference for
lager beer that reduces preferences for the beers of fisher's Brewery. Other than this, other issues
that are plays some role in the problem are hurdles in supply chain, ineffective marketing, poor
sales forecast, difficulties in reaching to targeted customers, dominance of settled entities and
many more. Moreover, brand visibility problem may takes various shapes that results in
impacting the workings and attaining objectives.
By using research, problem is broken by critical analysis and presenting areas of importance to
clients.
Fisher's Brewery is manufacturer of variety of beer in different style. It is a new entity
that has began initiating activities in 2019. By using secondary research sources and various
techniques, the main problem that is brand visibility is broken into various pieces through
analysis of the situation so that important areas are properly presented to the client in context to
target customers, influencing factors, competitors and market (Ghauri, Grønhaug and Strange,
2020).
The competitors of Fisher's Brewery in UK are more. Beer brands such as Budweiser,
Guinness, Stella Artois, Carlsberg and so on that provides quality beer at reasonable price. These
companies have made strong visibility in market. At same time, these are large beer companies
that dominates brand, styles and categories of small entities as they own around 26% shares
through bidding on their own brand and also boasts sleeks through mobile friendly designs as
well as focus on video promotions (Pears and Shields, 2016). By using competitors websites as
source, it is analysed that these companies have set low prices in comparison to Fisher's Brewery
prices of the beer styles. Hence, large companies dominate the market as they have strong brand
position because of which the selected client faces problem of brand visibility.
Target customer of Fisher's brewery includes population which is above 21 years and
resides in Wycombe. Target customers are important part for company as they provide directions
for serving the products in market (Gray, 2019) . These people considers taste and quantity while
purchasing beer. As Fisher's Brewery provides limited variants of beers and have limited
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manpower due to which they are not able to reach to target customers. Because of this, the entity
has not achieved its objective for maximising customer base and awareness among population
that results in poor visibility of brand. Moreover, to supply the variants of beer styles business
concerns requires functioning of supply chain but in consideration to selected entity, it is
analysed that there are various issues in its internal supply chain due to poor traceability,
inadequate communication with suppliers, increasing supply chain costs and failures in
controlling inventory in stores. Hence, when targetted customer are not provided demanded beers
on time then it impacts on its image that results in poor brand visibility.
As Fisher's Brewery operates in UK market in which performing companies requires to
implement effective market strategies in order to create sustaining position. Being a new firm in
Brewing industry, it is significant for the client to frame suitable marketing strategies but
because of incompetent workforce and limited resources, it is not able to frame effective
marketing strategy because of which its other operations are not functioning well (Hammer,
2015) . Through observation source, it is analysed that the company has ineffective marketing
strategy that leads in uncoordinated promotional practices, ineffective tracking of business flows,
low traffic and problems related to budget. Hence, ineffective marketing strategy is another issue
for brand visibility problem.
Top three issues which are faced by client entity and stating the justifications for the ranks.
The client entity Fisher's Brewery is facing problem associated with brand visibility. As
per the analysis, it is found that issues such as ineffective marketing strategies, supply chain
problem, unable to reach target customers, huge competitors and dominance from large and
settled companies in brewery industry (Kassem and Succar, 2017) . From these, following are
top three issues that selected beer firm is facing:
 Ineffective marketing strategy: Fisher's Brewery is facing ineffective marketing
strategy issue. As it is considered that ineffective marketing results in low traffic,
uncoordinated promotional practice and many more because when company fails to
frame suitable and effective market strategies then it shows that they are doing business
in negative manner and fails to sustain in market so it is ranked on top issue.
 Supply chain problem: It is also among the top issue that chosen company is facing.
When supply chain do not function properly in supplying or delivering beers or other
products of company then it results in failures to meet customer demands, inability to
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make market position and unhealthy relations with suppliers that shows failures in
business events so it is ranked among top issue.
 Inability to reach target customer: An organisation exists so to work for reaching
targetted customers but when it fails to do so then it hampers its existence (Storey, 2016).
In context to Fisher's Brewery, the problem of inability to reach customers that are
targetted is faced and it is ranked top because when companies have low potentiality for
reaching targetted population then it restricts their visibility and sustenance in market.
CONCLUSION
From the above report it has been concluded that businesses is system that manufactures
and sells commodities with the purpose of achieving revenues and satisfying other needs.
Business companies faces problems while operating in market. Research plays crucial role in
assisting to break the problem in pieces and then presents importance of various areas to
company. The important areas includes market, external factor, targetted population along with
competitors. By analysing the research, sequences of top issues are identified and justifications
of each are provided in report.
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REFERENCES
Books and Journals:
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university press.
Burns, P. and Dewhurst, J. eds., 2016. Small business and entrepreneurship. Macmillan
International Higher Education.
Ghauri, P., Grønhaug, K. and Strange, R., 2020. Research methods in business studies.
Cambridge University Press.
Gray, D. E., 2019. Doing research in the business world. Sage Publications Limited.
Hammer, M., 2015. What is business process management?. In Handbook on business process
management 1 (pp. 3-16). Springer, Berlin, Heidelberg.
Pears, R. and Shields, G., 2016. Cite them right: The essential reference guide. 10th Ed.
Basingstoke: Palgrave. Macmillan.
Kassem, M. and Succar, B., 2017. Macro BIM adoption: Comparative market
analysis. Automation in Construction, 81, pp.286-299.
Storey, D. J., 2016. Understanding the small business sector. Routledge.
Online:
Beer preferences in UK. 2014. [Online]. Available through:
<https://www.statista.com/statistics/326104/beer-preferences-in-great-britain-uk-by-
gender/>
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