wery in hopes to expand production capabilities. Threats- GGB is locked out of 90% of market in Munich, GGB is in a risky business, competition from national, regional, and imports. U.S. population concerned with healthier lifestyles. Blue collar workforce declining. Stiffer laws, regulations, and penalties.Due to lack of financial information on GGB it was impossible to make accurate price/cost comparisons. However, from a present-day experience, I would conclude that GGB's prices are not competitive with the top national breweries, but are more in line competitively with other regional, local brewers. According to the case, GGB costs 2-3 times what it costs too brew imported beers. Due to this comparison, it is fair to state that GGB's production costs are extremely high, thus cutting into their profit margin.COMPETITIVE STRENGTH ASSESSMENTRating scale: 1 = very weak; 10 = very strongKey success factor/Strenght measureWeightGGBImportAnchorSierraMendo.BoulderNY BeerQuality/product perf..2010/28/1.66/1.25/15/15/18/1.6Reputation/Image.158/1.210/1.55/.756/.905/.755/.757/1.05Manufacturing capability.105/.59/.97/.74/.43/.36/.67/.7Technological Skills.057/.357/.355/.255/.255/.255/.255/.25Dealer Network/Distr..153/.459/1.357/1.054/.63/.454/.67/1.05Marketing/advertising.103/.38/.83/.33/.33/.32/.25/.5Financial Strength.104/.48/.85/.55/.55/.56/.67/.7Relative Cost position.153/.456/.94/.65/.755/.755/.757/1.05Overall Strength rating1.005.658.205.354.704.304.756.90CONCLUSIONS CONCERNING COMPETITIVE POSITIONThe companies competitive position is improving due to the quality of the product, reputation that is being gained, and technological skills by way of brewing process. The advantages that GGB has is quality, reputation(Best Brew in America), sound management, and recipe. The disadvantages facing GGB are costs, dealer network/distribution, financial strength, and marketing/advertising. KEY ASSUMPTIONSIt is assumed that demand in the in...
