Tell Me What You Drink, I'll Tell You Who You Are

Authors

DOI:

https://doi.org/10.14211/regepe.v8i3.1546

Keywords:

Price, Differentiation, Brewpub, Strategy, Teaching Case

Abstract

Objective: The present case was developed in order to provide discussion about the strategic positioning of a company that undergoes scenario changes.

Method: Teaching case coming from real facts based on experience in management and consultancies.

Originality/Relevance: The case portrays the activities of The Factory Brewpub with a differentiated proposal, starting with the place of service, inside a farm, where they are offered the increasingly requested, craft beers produced in the local and sold exclusively on the premises, as well as burgers and steaks.

Results: João Paulo, owner of the site, after four years of activity, faced a situation where there is a conflict of choice: producing and selling differentiated beers, special styles and high prices for the product, still working for a more select audience, but with less movement in the pub? Or produces cheaper beers, focusing on cost and lower end price, with fewer varieties and less complex styles, but with more movement and full house every week? Which strategy to adopt?

Theoretical/methodological contributions: To develop in students the ability to read the environment to identify competitive advantages and above all, strategies, being cost leadership or differentiation, which will be more coherent for companies to stay in the market in a sustainable and profitable way?

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Author Biographies

Jailson Lana, Universidade do Vale do Itajaí - Univali

Professor e Mestre em Administração pela Universidade do Vale do Itajaí - UNIVALI

Raul Beal Partyka, Universidade do Vale do Itajaí - UNIVALI

Mestre em Administração pela Universidade do Vale do Itajaí - UNIVALI

Jeferson Lana, Universidade do Vale do Itajaí - UNIVALI

Professor no PPGA e PMPGIL da Universidade do Vale do Itajaí - UNIVALI. PhD em Administração de Empresas pela FGV/EAESP.

References

Faulkner, D., & Bowman, C. (1995). The Essence of Competitive Strategy, Prentice Hall.

Johnson, G., Scholes, K., & Whittington, R. (2006). Exploring Corporate Strategy, 7th edition, Prentice Hall.

Johnson, G., Whittington, R., Scholes, K., Angwin, D., & Regner, P. (2016). Exploring strategy: Text & cases, 11th edition, Pearson.

Porter, M. (1985). Competitive Advantage – Creating and Sustaining Superior Performance, ed. 1998, The Free Press.

Porter, M. (1986). Estratégia competitiva: Técnicas para análise de indústrias e da concorrência. Tradução de Elisabeth Maria de Pinho Braga, Editora Campus, 7a. Edição.

Porter, M. (1996). What is Strategy? Harvard Business Review, November-December, p. 61-78.

Published

2019-09-02

How to Cite

Lana, J., Beal Partyka, R., & Lana, J. (2019). Tell Me What You Drink, I’ll Tell You Who You Are. Iberoamerican Journal of Entrepreneurship and Small Business, 8(3), 302–329. https://doi.org/10.14211/regepe.v8i3.1546

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