Global Beer Case Study Case Study by Nicky

Global Beer Case Study
Case study of Global Beer's attempt to enter the Japanese microbrewery and brewpub market.
# 128002 | 3,289 words | 5 sources | APA | 2010 | US
Published on Jun 22, 2010 in Business (Companies) , Business (International) , Business (Marketing) , Economics (Globalization)

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This paper is a case study featuring Global Beer and the brewing company's attempt to enter the Japanese microbrewery and brewpub market. The paper explores and analyzes franchise opportunities, cultural differences, and the pros and cons of various strategic alternatives. The paper concludes that the most important strategic objectives for Global Beer are establishing three brewpubs, reaching a 4% market share, developing a new regional brand consisting in lime beer, and creating a web page. This paper contains a SWOT analysis.

SWOT Analysis
Central Issue
The Company's Strategic Alternatives
Pros and Cons of the Strategic Alternatives
Recommended Strategy
Implementation of Action Plan

From the Paper:

"Another strategic choice that Global Beer might put into practice consists of implementing an international brewpub franchise system. The company's owners consider that it would be a great opportunity if they would start franchising their own chain, after studying the success of other microbreweries that followed this strategy.
"Given the success that the new brewpubs have on the Japanese market, the owners are thinking about Japan as the first destination for this strategy. Also, Global Beer's owners understand the brewpub concept better than the locals do. According to studies conducted by the company, local brewpubs only serve mediocre food at high prices. This is an opportunity that can be successfully exploited by the company."

Sample of Sources Used:

  • Byrne, John A. (1997). Strategic Planning. BusinessWeek. Retrieved October 19, 2008 from
  • Craft Brewing Statistics (2008). Brewers Association. Retrieved October 19, 2008 from
  • Global Beer (2001). Harvard Business School. Retrieved October 18, 2008.
  • Key Steps towards a Strategic Plan (2008). PlanWare. Retrieved October 19, 2008 from
  • McNamara, Carter (2008). Strategic Planning (in non profit or for profit organizations. Free Management Library. Retrieved October 19, 2008 from

Cite this Case Study:

APA Format

Global Beer Case Study (2010, June 22) Retrieved April 18, 2021, from

MLA Format

"Global Beer Case Study" 22 June 2010. Web. 18 April. 2021. <>