Chapter 1: Introduction
1.1 Background
Tribal Brewing was founded in 2020 with both the support of Stakeholders with the
being an investment brand that offers rising equipment and craft brewing products
to a new crow
...
Chapter 1: Introduction
1.1 Background
Tribal Brewing was founded in 2020 with both the support of Stakeholders with the
being an investment brand that offers rising equipment and craft brewing products
to a new crowd in a few foreign markets. It aim is to profit from a growing demand.
Consumers are allowed to pay more for goods that are of higher quality in the
market.
1.2 Situation analysis
the tribal brewing is heavily reliant on the younger generation at the age of 21- 35
which means younger generation targeting the niche market engaging in specific
countries with higher rate of consuming beer. The opportunities provided by US
market to gain access to key competitor's best practices to utilize the niche market.
The company high value product involves high-end equipment and the target
market of younger generation with great expandable income. Expansion into low
price with high quality product, premium products, and flavor with taste samples
provided for customers will help to gain more customers through international
arena.
To capture the niche market with the beer consumption rate targeting younger
generation the Tribal should expand its market internationally.
1.3 SWOT Analysis of Tribal Brewing Company
SWOT analysis shows how a craft beer industry can develop itself in a global
market.
Strength
Price is an important market element
Phase of rapid technological growth
The commodification of its distribution network has created a revolution
The standard of living has been loweredStudent ID 2041721
Opportunities
Today's generation use of social media is on rise.
Expand the business reach in emerging markets.
Weakness
New market where it lacks the reputation compared to other organization
Financial base is low compared to other competitors and less distribution channel
Threats
Existing companion in the market
High innovation and technology growth
Intolerable price risen by foreign suppliers
1.4 Recommendations
Above the analysis shows the Tribal has strength and opportunities to expand market
internationally to gain more customers.
1.5 Three various countries equipment supply firms, along with a brief description
Company Name Company Profile Mission and Objectives
1. Shandong Zuhuang
Brewing equipment
Co. Ltd (Shandong
zunhuang, n.d.)
The Company specialized
in home brewing
equipment
The company reduces
the cost production as
well as improves in a
market combat.
2. Zhangjiagang Alps
Machine Co. Ltd:
The major market that is
situated in Africa and
western Europe
They are not only the
home brewing equipment
but also the high volume
of customers request to
supply in turkey.
3. HG Machinery
specializes Beer
equipment Co. Ltd:
The company mainly
focus on the breweries
from malt reception to the
house of brewing through
medium sized plant and
mechanical engineering
company.
The engineers are one of
the most qualified and
experienced over the
past years where they
supply brew uses,
bottling and canning
lines, stills, centrifuges
etc.
4. Daeyoo Tech Co.,
Ltd (DYE)
The company
manufactures breweries
and distilleries
renovation, repairs and
The company provides
technology electronic
distillers filters high
quality brewing products.Student ID 2041721
supply equipment's for
breweries.
5. Oakleigh South
home brewing store
The company is located
in the Australia and it the
first Australian brand
retail home brewing store
It provides all type of
machine according to the
customers demand, they
are proud of themselves
for offering best quality
product in a medium
price range distribut to
large customers.
6. Aussie Brew makers It is also the Australian
home brewing company.
This company provide for
the medium range of
customer in a cheap price
They are really proud of
themselves for giving
affordable range product
with quality base
customers.
7. Clever Brewing
Limited
8. mbt- Brautechnik
GmbH and C. KG
9. Kunzel Brew house
10. Wengert Gmbh Pvt,
Ltd.
It is the online base
supplies company that is
located in the Australia,
It is located in Germany
one of the most high
brand value that
manufacture brew
houses, tanks over 10
years it purify , mashing
brewing vessels.
It is one of the high
technology driven
machine engineering
company.
It is highly value driven
brew machine with
distilleries, carry out
renovation.
Clever Brewing aims to
satisfy the customer
demand with friendly
manner. It also satisfies
the thirst of the
customers around the
world.
mbt- Brautechnik is aim
to satisfy customer
demand with quality
product.
It focuses its work and
quality product to
maintain more in advance
way.
It mission is to provide
quality services to their
customers through
repairing their products.
1.6 Best SupplierStudent ID 2041721
Above choosing three countries with different company the most value add and best
supplier among all above the company can be Shandong Zuhuang Brewing Wquipment
Co., Ltd. The company is located in china and established in 2012.
Table below:
Quality Logistics Ease of Trade Exchange rate Tariff
The company
has strong
visualization
operation. Low
energy rate,
environmental
protective.
The company
has the high
experience
engineers
which are
verified by the
TUV world
leading
company.
Beijing being
the China
capital city it
has great
respected UK
corporate
governance
skills.
China has its
low interest
rate which is
8.87 Chinese
Yun of UK 1
pounds.
Importing
goods from
outside of
countries
Europe, a
certain amount
of VAT is paid.
Chapter:2 Micro and Macro criteria for Expansion of Tribal Brewing Equipment
2.1 Micro Criteria
Customers:
Tribal Brew being the new market in the UK industries, the company mainly focuses on
young generation. Target the age of 21-35 age group of the peoples. Generation Y
represents is known as the least group drinker compare to other young generations.
Company:
Customer Engagement: Good relationship with customer is the key driven to introduce
the product as they are the future consumption drinker. This shows how customer is
attracted to the product.
Competitors: As Tribal brew being one of the new markets with home brew product.
A growing niche market is one of the key to bit the competitors.
2.2 Macro Criteria
Tribal brewing depends on external factors to gain more customers through PESTEL
analysis.
Political Factors:
The political stable of the country
Stable exchange rateStudent ID 2041721
Economic Factors:
The factor that effects the environment of Tribal business is the stabile developed
markets.
Customers with greater disposable income.
Social Factors
Family situation and behavior
Home brewing technics (Home drinking) and habits
Technology Factors:
This shows hoe the technology acquire whole market.
Social media Platform
Internet era
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