dustry will remain flat. This will remain true for the next 10 to 20 years. Because of flat sales in the industry, a few companies will be forced to exit the industry. GGB will continue on its slow growth pace. STRATEGIC DIRECTION/TARGET OBJECTIVESGolden Gate Brewing Company is a leading small scale brewer of America's Best Beer. It is the companies mission to give American's an alternative to drinking foreign beer by providing a beer that is superior in taste and quality.GGB's OBJECTIVES-Protect current position while concentrating on expanding into other markets. (5 years)-Improve dealer/distribution network -Maintain present quality-Improve access to financial capital for future endeavors-Come up with some low cost ideas to promote product(Beer sponsorship at local pub's) -Exploit being rated "Best Brew in America"-Make attractive packaging-Open additional plant in San Francisco BreweryOVERALL BUSINESS STRATEGYGolden Gate Brewing Company should take a fortify and defend strategy. With a moderate growth strategy, GGB will be able to maintain it's current position and respond to changing market conditions better. Because there is little room for growth in the industry, GGB will need to carefully watch the moves of competitors. With a conservative growth strategy, GGB will not step on any of the bigger companies toes thus enabling GGB not to get squashed. The distribution network needs to be greatly improved. An improved dealer network would lower costs, and free up some of Cook's time so that he can focus on other issues within the company. GGB also needs to look into ways to exploit the rating of "America's Best Brew". Optimization of both the old and new San Francisco facilities is essential.APPROACHES/MOVE TO GAIN COMPETITIVE ADVANTAGEGGB should slowly expand into new markets while at the same time strengthening it's present position. GGB should continue with it's differentiation strategy. Because they are an alternativ...
