INSTRUCTIONS FOR CASE STUDIESRead the case from the textTake notes from the caseCreate a 500 word minimum Case Studysubmit a doc.x file in WordNo cover page,Name and Assignment Title in top left cornerUse the following outline for the Case Study:Please use headings in paper to title each of these following three sections.Number your question answers in the 2nd section.Sections:1. Relevant Facts – Summarize the relevant facts of the case.2. Questions- Thoroughly answer each question found at the end of the case. DO NOT REWRITE THE QUESTIONS. Please number answers!3. Closing - Provide closing comments, personal opinions, and observation basedCustomer-Driven Strategic Marketing | Chapter 123VIDEO CASE 1Cruising to Success: The Tale of New Belgium BrewingIn 1991, Jeff Lebesch and Kim Jordan began making delivering beer in her Toyota station wagon. As a craftBelgian-style ales in their basement. The impetus for the brewer, NBB uses a premium pricing strategy. Its productsbrewery occurred after Lebesch had spent time in Belgium are priced higher than domestic brands such as Coors orBudweiser, and have higher profit margins. The popularitylieved he could manufacture high-quality Belgian beers in of NBB beers has prompted rivals to develop competitiveproducts such as MillerCoors' Blue Moon Belgian White.Perhaps the most notable dimension of NBB's marketingriding throughout the country on his mountain bike. He be-After spending time in the Colorado Rockies es-tablishing the values andthe two launched New Belgium Brewing (NBB), with Kim mix is promotion. From the beginning, theJordan as marketing director. The company's first beer was its brand on its core values, including practicing environ-named Fat Tire in honor of Lebesch's Belgian mountain bik- mental stewardship anding trek. Fat Tire remains oNBB has come far from its humble basement origins. brand is absolutely everything we are. It's the people here.the Fort Collins-based brewery is the fourth-largest It's how we interact with one another. And then there's thecraft brewer in the country and eighth-largest brewery in the other piece of that creativity, obviously, which is designingnation, with products available in 45 states, plus the District beers," Kim Jordan said. NBB promotion has attempted toof Columbia and British Columbia. Kim Jordan helms the portray the company's creativity and its harmony with thecompany as one of the few female CEOS of a large beer firm."This entrepreneurial thing sneaks up on you," Jordan states."And even after twenty years, I still have those pinch me'moments where I think, wow, this is what we've created heretogether." While total beer sales remain flat, the craft beer has also heavily promoted its brand through Facebook andindustry now maintains a 12 percent market share.Creating such success required a corporate culture thatstressed creativity and an authenticstakeholders with respect. While the New Belgium prod-uct is a quality craft beer, just as important to the company sustainability. Sustainability has been a core value at NBBis howenvironment. Each variable of the marketing mix was care-directionsoftheir new company.companyforming a participative environmentin which all employees can exert their creativity. "For mes onefarofNBB's most popular ales.natural environment. For instance, one NBB video features atinkerer repairing a bicycle and riding down the road, whileanother features NBB "rangers" singing a hip-hop numberto promote the company's Ranger IPA ale. The companyTwitter. This "indie" charm has served to position NBB asa company committed to having fun and being a sociallyE аpproachtreating all responsible firm.NBB also markets itself as a company committed totreats its 685 employees, the community, and thefrom day one. The company was the first fully wind-pow-ered brewery in the United States. NBB recycles cardboardboxes, keg caps, office materials, and amber glass. Thefully considered. The company spends a significant amountof time researching and creating its beers, even collaborating brewery stores spent barley and hop grains in an on-premisesilo and invites local farmers to pick up the grains, free ofwith other craft brewers to co-create new products. This col-laboration has led to products such as Ranger IPA and Biere charge, to feed their pigs. The company also provides em-de Garde. NBB's culture is focused on making a quality ployees with a cruiser bicycle after one year of employmentproduct and satisfying customers. Itorganic beer with its creation of Mothership Wit OrganicWheat Beer. The company has several product line varieties, with a brewery in Asheville, North Carolina, that began brew-including its more popular beers Fat Tire, 1554, Shift, and ing in 2016. The combination of a unique brand image, strongSunshine Wheat; seasonal beers such as Pumpkick, Accu- marketing mix, and an orientation that considers all stake-mulation, and Tour de Fall; and its Lips of Faith line, a series holders has turned NBB into a multimillion-dollar success."of experimental beers produced in smaller batches, includ-ing La Folie and Chocolate Stout.The distribution variable of the marketing mix was com-plex at the outset. In her initial role as marketing director,Jordan needed to convince distributors to carry their prod- 2. What has Kim Jordan done to create success atucts. Often, new companies must work hard to convincedistributors to carry their brands because distributors arefearfulhasso they can bike to work instead of drive.NBB's popularity allowed it to expand on the East Coasts even ventured intoQuestions for Discussion1. How has New Belgium implemented the marketingconcept?New Belgium?3. How does New Belgium's focus on sustainability asa core value contribute to its corporate culture andsuccess?ofalienating more established rivals. However,Jordan tirelessly got NBB beer onto store shelves, even

Question

INSTRUCTIONS FOR  CASE STUDIESRead the case from the textTake notes from the caseCreate a 500 word minimum Case Studysubmit a doc.x file in WordNo cover page,Name and Assignment Title in top left cornerUse the following  outline for the Case Study:Please use headings in paper to title each of these following three sections.Number your question answers in the 2nd section.Sections:1. Relevant Facts – Summarize the relevant facts of the case.2. Questions- Thoroughly answer each question found at the end of the case. DO NOT REWRITE THE QUESTIONS. Please number answers!3. Closing - Provide closing comments, personal opinions, and observation basedCustomer-Driven Strategic Marketing | Chapter 123VIDEO CASE 1Cruising to Success: The Tale of New Belgium BrewingIn 1991, Jeff Lebesch and Kim Jordan began making delivering beer in her Toyota station wagon. As a craftBelgian-style ales in their basement. The impetus for the brewer, NBB uses a premium pricing strategy. Its productsbrewery occurred after Lebesch had spent time in Belgium are priced higher than domestic brands such as Coors orBudweiser, and have higher profit margins. The popularitylieved he could manufacture high-quality Belgian beers in of NBB beers has prompted rivals to develop competitiveproducts such as MillerCoors' Blue Moon Belgian White.Perhaps the most notable dimension of NBB's marketingriding throughout the country on his mountain bike. He be-After spending time in the Colorado Rockies es-tablishing the values andthe two launched New Belgium Brewing (NBB), with Kim mix is promotion. From the beginning, theJordan as marketing director. The company's first beer was its brand on its core values, including practicing environ-named Fat Tire in honor of Lebesch's Belgian mountain bik- mental stewardship anding trek. Fat Tire remains oNBB has come far from its humble basement origins. brand is absolutely everything we are. It's the people here.the Fort Collins-based brewery is the fourth-largest It's how we interact with one another. And then there's thecraft brewer in the country and eighth-largest brewery in the other piece of that creativity, obviously, which is designingnation, with products available in 45 states, plus the District beers,&#34; Kim Jordan said. NBB promotion has attempted toof Columbia and British Columbia. Kim Jordan helms the portray the company's creativity and its harmony with thecompany as one of the few female CEOS of a large beer firm.&#34;This entrepreneurial thing sneaks up on you,&#34; Jordan states.&#34;And even after twenty years, I still have those pinch me'moments where I think, wow, this is what we've created heretogether.&#34; While total beer sales remain flat, the craft beer has also heavily promoted its brand through Facebook andindustry now maintains a 12 percent market share.Creating such success required a corporate culture thatstressed creativity and an authenticstakeholders with respect. While the New Belgium prod-uct is a quality craft beer, just as important to the company sustainability. Sustainability has been a core value at NBBis howenvironment. Each variable of the marketing mix was care-directionsoftheir new company.companyforming a participative environmentin which all employees can exert their creativity. &#34;For mes onefarofNBB's most popular ales.natural environment. For instance, one NBB video features atinkerer repairing a bicycle and riding down the road, whileanother features NBB &#34;rangers&#34; singing a hip-hop numberto promote the company's Ranger IPA ale. The companyTwitter. This &#34;indie&#34; charm has served to position NBB asa company committed to having fun and being a sociallyE аpproachtreating all responsible firm.NBB also markets itself as a company committed totreats its 685 employees, the community, and thefrom day one. The company was the first fully wind-pow-ered brewery in the United States. NBB recycles cardboardboxes, keg caps, office materials, and amber glass. Thefully considered. The company spends a significant amountof time researching and creating its beers, even collaborating brewery stores spent barley and hop grains in an on-premisesilo and invites local farmers to pick up the grains, free ofwith other craft brewers to co-create new products. This col-laboration has led to products such as Ranger IPA and Biere charge, to feed their pigs. The company also provides em-de Garde. NBB's culture is focused on making a quality ployees with a cruiser bicycle after one year of employmentproduct and satisfying customers. Itorganic beer with its creation of Mothership Wit OrganicWheat Beer. The company has several product line varieties, with a brewery in Asheville, North Carolina, that began brew-including its more popular beers Fat Tire, 1554, Shift, and ing in 2016. The combination of a unique brand image, strongSunshine Wheat; seasonal beers such as Pumpkick, Accu- marketing mix, and an orientation that considers all stake-mulation, and Tour de Fall; and its Lips of Faith line, a series holders has turned NBB into a multimillion-dollar success.&#34;of experimental beers produced in smaller batches, includ-ing La Folie and Chocolate Stout.The distribution variable of the marketing mix was com-plex at the outset. In her initial role as marketing director,Jordan needed to convince distributors to carry their prod- 2. What has Kim Jordan done to create success atucts. Often, new companies must work hard to convincedistributors to carry their brands because distributors arefearfulhasso they can bike to work instead of drive.NBB's popularity allowed it to expand on the East Coasts even ventured intoQuestions for Discussion1. How has New Belgium implemented the marketingconcept?New Belgium?3. How does New Belgium's focus on sustainability asa core value contribute to its corporate culture andsuccess?ofalienating more established rivals. However,Jordan tirelessly got NBB beer onto store shelves, even

Accepted Answer

Questions 1st and 3rd should be rejected since the question is the subjective-based question.

1. How has New Belgium implemented the marketing concept? 2. What has Kim Jordan done to create success at New Belgium? 3. How does New Belgium's focus on sustainability as a core value contribute to its corporate culture and success?