Analyze the external business environment of Brooklyn Brewery (BB).
1. (35 points) Analyze the external business environment of Brooklyn Brewery (BB).
a. (05 points) What industry does BB currently operate in? Define the industry. Be clear on what it is and explain why you have defined it in this fashion. As part of your answer, for this industry list one example of each of the following: a buyer, a supplier, a substitute.
b. (20 points) Use Porter’s Five Forces to analyze this industry. Be clear on the strength of each force and your rational. State whether you think this industry is likely to be attractive or not.
(10 points) Address the three most important trends from the general environment. Be clear on what you are observing and why you think that they are the most important
1. In supporting your analysis or conclusions, restrict yourself to the facts reported in the case; there is enough information in this case for a very deep analysis. Do not use facts after the time of the case, rather, your analysis of the case should be at the time that it was written.
2. Avoid the temptation of going to the Internet or other sources to ‘enhance’ your analysis. . Your objective however, is to convince me that you understand and can apply the theories and concepts from this course.
3. Answer these questions in essay style; headings and subheadings can be useful in structuring your answer and conveying information. Be sure to clearly label your answers, as you are answering specific questions.
4. There should be no use of secondary sources; therefore, none should be cited. You may choose to cite the case in a simple fashion. At the end of a sentence you could put in brackets (5-2). This would tell me you got your information from page 5, paragraph 2. APA is not required.
5. Spelling, grammar and logical sentence structure are all considered in grading.
Your report should be well written, carefully crafted and thoroughly edited. Full sentences and paragraphs only.
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