Global Business Plan

Global Business Plan

Team D: Lorren Mitchell, Oralia Reyes

Maurice Wells, Amy Church

MGT/448

September 14, 2015

Joseph Lui

Executive Summary

Members of “Team D” are investors at a growing company made up of specialty beers.  Colorado Brewing Company started independently five years ago, and has made their specialty beers known in all of the local breweries, along with many large breweries around the US.  The four investors graduated from the University of Phoenix, and all have had a passion in creating a global company.  Due to the high success rate of the private company within the U.S., the investors have decided that this is the right time to integrate a beer into another country.  They will start with a popular spruce beer in Ireland because this beer has handled a large portion of the company’s profit over the past three years.  

        The beer that the investors are introducing into the Irish culture is a beer that is made with real spruce needles from Alaska.  The taste is light and crisp and is a very refreshing beer compared to all of the other beers that rain over Ireland.  As many know, beer is an important component to the Irish culture, especially around St. Patrick’s Day.  For this reason, the investors want to test the U.S. favorite in Ireland during the national holiday.  Many large beer companies such as Guinness and Heineken rule the Irish beer market (Gayot, 2015).  However, smaller breweries and beer brands have been successful in the market.  Due to the uniqueness of the spruce beer, the investors know that Ireland will prove to be just as successful as the American states serving the beer today.  

        Since the spruce beer was released in the U.S., the target audience for this specific beer has been tourists, both young and old.  The spruce beer stands alone in remaining one of a kind, therefore has become a favorite at many large breweries.  The breweries have overstated the need and want for the beer from tourists, so the investors are excited to see what the beer will bring to the table in the global market.  

        The following business plan will introduce the spruce beer, review the company’s objectives, and analyze risks associated with the business venture.  Additionally, the business plan will present the proposed budget for the venture, and introduce the financial overview for the project.  The Colorado Brewing Company feels confident that the following business plan will help the company successfully integrate their company into the global market, and they will continue to grow substantially.  

Mission of Colorado Brewing Company

        Colorado Brewing Company is dedicated to pleasing their drinkers.  By paying special attention to ingredients, customer requests, and feedback from taste testing, Colorado Brew Company has not only created beer, but also a beverage that will satisfy your taste, no matter what the occasion.  Colorado Brewing Company has perfected the ability to create and distribute unique beer flavors from the finest ingredients all over the world.  The newly introduced spruce beer is made with the finest ingredients including the fresh spruce from the mountains of Alaska.  The pubic asked for it, so they have received it!

        The company is introducing the new spruce beer into the Irish market.  In order to remain successful in another beer adventure, the investors have decided to take their time to do market research, and promote the product.  Also, because the company is building a relationship with distributors in Ireland, the company intends to take at least six months to market the product to distributors and breweries, and six months to launch the products in Dublin, Ireland.  Like always, the investors are confident of the unique, crisp, spruce beer, and through the carefully planned introduction into Ireland, yet another nation will get to enjoy the satisfaction that the company promises.

Region Analysis

Colorado Brewing Company has discovered that Europe is an abundant location to venture of international business.  Europe is currently a one of the wealthiest economies in the world, and conducts Free Trade.  The investors are interested in starting their business in Ireland and have chosen Dublin as their primary location.  Dublin is currently located in the Eastern Region of Ireland.  “The economic structure of the Region is broadly similar to that of the State as a whole. However, statistics are largely influenced by the strong economic performance of the Dublin Region over the past number of years” (“Regions of Ireland: The Southern & Eastern Region (Nuts II,)” n.d.).

This region is made up of urban populations, and Dublin is the largest city in Ireland.  Ireland’s main industries consist of “pharmaceuticals, chemicals, computer hardware and software, food products, beverages and brewing” (“The Economy in Ireland,” 2015). The European Region as a whole is one of the wealthiest economies in the world.  As wealthy as it is, the Free Trade in Ireland encourages international companies to start a business within its boundaries.  The free trade in Ireland is also beneficial because their tariffs are low, and “has been a WTO member since 1 January 1995” (“Ireland and the WTO,” 2015).

Country Analysis

Importing Colorado Brewing Company's specialty beer into Ireland, the team members have considered several country analyses.  The main focuses were the political stability, financial options, ports for importing, and social, health and environmental conditions.  Currently, Ireland is the ninth freest country for 2015’s index at a score of 76.6 (“Ireland,” 2015).  The investors have determined that the score is high enough for an increase of business growth.  There are plenty of financial opportunities to gain investors, and to finance the importing of the special spruce beer.  

Ireland makes it feasible for its investors to import and export goods.  It has plenty of ports to choose from.  However, the team has decided that the Dublin Port will be an ideal location to import.  In the long run, the company plans to start brewing it beer locally and continue to grow.  Ireland is a country where social drinking is the norm, especially on St. Patrick’s Day.  The spruce beer will be sold to local pubs and bars in Dublin.  It is their culture to start consuming beer at age 18, and visiting local pubs.