e to imported beer, they should proceed with the positioning of a high quality, connoisseur's beer. The status of being the first U.S. brewed beer to be sold in Germany could also be used to gain competitive advantage. GGB might consider having "Best Brew in America" printed on the bottle. Posters for bars would be an inexpensive way to promote the product. GGB could also sponsor special nights at bars/pubs where they could offer discounts on the product or have contests.(Beer tasting contests) FUNCTIONAL SUPPORT STRATEGIESMarketing/sales- The core competence for this company is quality and being rated the "Best Brew in America." It is marketing and sales job to stress this competence. There are low cost ways to support these claims. Putting these features on the bottle's label will entice those who see. Any one who is a beer drinker will want to try a beer that has been rated the "Best Brew in America". Quality should be exploited.Finance- The company has three options for financing future projects. These options are an IRB, UDAG, or Market rate financing. The most appealing type of financing for GGB is the IRB or Market rate financing. The USAG is not very attractive because of the restrictions on profits. The other two options are still questionable. What bank is willing to lend that much money with the financial status of GGB. It will be tough for GGB to get a loan for that large of an amount.Distribution- This is a key area that GGB needs to improve and expand in order to grow. If the company can find an attractive way to better distribute it's product, GGB will have access to previously unattainable markets. A regional distibutor would be a good way to start off the distribution network.Prodution- The key to lowering costs will be having a very efficient production facility. They can increase prodution which will lower the amount of fixed cost per product. They should look into ways of cutting down on waste.OT...
