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MICROBREWERIES AND THE INDUSTRY
Ballast Point Brewing Company: the perfect balance of taste and aroma, an
obsession with ingredients, and an exploration of techniques.
• “Dedicated to the Craft”
• The San Diego craft beer industry has exploded in the last 5 years
• Opportunity for expansion
• Thriving nightlife and a large population
OPPORTUNITY• Ballast Point has the opportunity to expand their
brand by opening a new location.
• An area that would be a great opportunity to move into would be the food segment. It could be done in a manner that incorporates the beer in the preparation or pairing certain beers with specific dishes as complements to each other.
• Based on the brand story a new location near the coast seems like a great way to reach more consumers and provide a new atmosphere for consumers.
DECISION & RESEARCH PROBLEM
Decision Problem: Would it be beneficial to open another Ballast Point location to
further expand the Ballast Point brand?
Research Problems:1. Beer consumption behavior of consumers that drink craft beer
2. Profitability of Stone Brewery/Restaurants 3. Demographics located in potential new location
RESEARCH DESIGN • Exploratory Research
• Primary Data: In-depth interview • beer drinkers, non-beer
drinkers, employees of Ballast Point, and residents along the coast
• Secondary Data: Literature search• Ballast Point Website, Yelp
RESEARCH DESIGN
• Descriptive Research • Primary Data: Survey
Questionnaire • Qualtrics • Facebook, E-mail
distribution
DATA COLLECTION • Primary Descriptive Research:
Survey • Collection: Facebook and E-mail • Types of Questions: multiple
choice, rank order, and matrix tables with scale
• Scales: graphic, likert, and itemized rating scale
SAMPLING PLAN •Target Population: Men & Women 21+ from San Diego
•Sampling Frame: Facebook contacts, family e-mail list, co-worker e-mail list, classmates, roommates
•Sampling Procedure: non-probablistic sampling
•Sample Size: 50 (average age 20-25)
DATA ANALYSIS• Null Hypothesis: People do not find a San Diego
based restaurant more influential than the price of the menu options.
• Paired Sample T-Test• Result: Reject the null hypothesis
• Therefore, we can conclude with 95% confidence that people do not find menu price options more influential than the fact that it is San Diego based.
DATA ANALYSIS• Null Hypothesis: The mean perception that eating at a
coastal location adds to the experience of eating/dining out is higher than 3.0 (the neutral point on a 1-5 scale of strongly disagree to strongly disagree). {Sig. = .000}
• One sample t-Test• Result: Reject the null hypothesis
• Therefore, we can be 95% confident that the mean perception that eating at a coastal location adds to the experience of eating/dining out is higher than 3.0.
DATA ANALYSIS• Null Hypothesis: The mean likelihood
of visiting a Ballast Point location that offers food is not greater than 3.0.
• One-sample t-test • Result: Reject the null
• We are 95% confident that the mean likelihood of visiting a Ballast Point location with food is greater than 3.0.
DATA ANALYSIS• Null Hypothesis: The mean likelihood of
going to Ballast Point if other beverages aside from beer are offered is not greater than 3.
• One-sample t-test• Results: We reject the null hypothesis
• We can conclude with a 95% confidence level that the mean likelihood of going to Ballast Point if other beverages aside from beer are offered is greater than 3.
LIMITATIONS• Larger sampling population
• Exploratory Research- Focus groups
• Access to sales data (increase)
• Additional questions to extend survey
• Location biased on survey
CONCLUSION• Consumers are more willing
to go to a better location to eat even if it is farther away.
• They are also more likely to go to a place that has food and alternative beverages rather than just beer. .
• It is more important for customers to have the value of going to a San Diego based restaurant than the price.