Market Strategy: Case Study: Picobrew

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Venture: PicoBrew 1. (10 pts) Succinctly describe your venture, the product and its purpose. PicoBrew is a company that exists to give consumers of beer the opportunity to brew their own beer. PicoBrew creates more efficient brewing for inexperienced brewers by streamlining the process of brewery at home. Brewing at home is often difficult as there is a lot of allotted time for it and it’s becoming increasingly expensive. Also when brewing from the start, one would need capital such as fermenter and brewing stations and equipment, including raw materials such as wheat. The consumer needs to learn the craft and wait for fermentation. PicoBrew eliminates the lead time, costs and the difficulty associated with brewing. 2. (15 pts) Research the…show more content…
This allows the homebrewer to focus on the ingredients and recipe. PicoBrew takes a broad market strategy position by targeting homebrewers and general consumers of alcohol who would like to make their own beer. Therefore, PicoBrew is trying to become “the Keurig of beer.” By automating the process, homebrewers do not need to understand the craft of brewing; they only need to insert inputs based on a recipe. Given the current technology we have, PicoBrew is allowed to facilitate the online market, crowdsource and crowdfund better. Without it I don’t think PicoBrew would…show more content…
Producers of raw material do not have any more bargaining power than PicoBrew as there are many other buyers of raw materials and various other suppliers of raw materials. In the case of microbrewers, PicoBrew has the advantage. Most microbrewers do not possess a well-known brand, so they benefit greatly from having their recipes on the PicoBrew marketplace. Furthermore, there are a multitude of microbrewers, so a single microbrewer refusing to supply their recipe will not affect PicoBrew. Industry Rivalry: The rivalry among existing firms is non-existent because no direct competitor exists. This eludes back to the lack of threats of substitutes and low barriers to entry. The barrier to entry is high at the moment due to PicoBrew patents, and while indirect competitors exist, there are no other firms that automate the brewing

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