Strategies for success? Market entry strategies of new craft beer producers

Quinn, Des; Ellis, Vaughan; Richards, James

Abstract

Fewer than half of UK start-up businesses will survive beyond 5 years and there are many, and complex, reasons for this (ONS, 2020). In the Scottish Small Business Survey of 2019, competition in the market was considered the number one obstacle to success by almost half of SMEs in Scotland (Scottish Government 2020). This chapter considers the way in which four Scottish brewers have addressed the increase in competition generated by the entry into the market of almost 100 new brewing companies in the last 11 years. Through face to face interviews, brewery owners divulged how they have responded to this competition by developing their own unique strategies. The findings from each of these case studies are presented in an accessible format, drawing out examples linking to relevant strategic management literature, from the early pioneers in the 1950s to current thinking. The findings indicate a broad spectrum of approaches to the development of the businesses, although they also suggested a planned approach to strategies were more commonly adopted.. As this chapter draws on the real life experiences of four successful businesses, it is hoped that the practical choices these businesses took will provide guidance and ideas for aspiring entrepreneurs. The chapter ends with recommendations for future research that will provide more detailed and practical strategic measures that have been utilised in establishing new business in this market.

Citation

Quinn, D., Ellis, V., & Richards, J. (2021). Strategies for success? Market entry strategies of new craft beer producers. In D. Clarke, V. Ellis, H. Patrick-Thomson, & D. Weir (Eds.), Researching Craft Beer: Understanding Production, Community and Culture in an Evolving Sector. Bingley: Emerald

• Acceptance Date: Apr 2, 2021
• Online Publication Date: Dec 13, 2021
• Publication Date: Dec 13, 2021
• Deposit Date: Jun 13, 2021
• Publicly Available Date: Dec 13, 2021
• Publisher: Emerald
• Book Title: Researching Craft Beer: Understanding Production, Community and Culture in an Evolving Sector
• Chapter Number: 3
• ISBN: 9781800431850
• Keywords: Scottish craft breweries, Start up strategies, Strategy formation, differentiation
• Public URL: http://researchrepository.napier.ac.uk/Output/2780048