just part of Decision Support Tool for Marketing Management need SWOT Analysis

2.1. Functional area #1: Marketing Management and Decision Making

 Analysis of the starting conditions (based on the running case and the objectives of the owner)

 Targeted characteristics for the first three years of operations of the new business unit

 Application of the business simulation (for the selected functional area)

Our store is called Legal Harborside which is a three-floor restaurant serving legal seafoods. Now we are deciding to invest in the New BrewPub which could serve our customers with self-made Brew beer. The objective of investing in a New BrewPub is to increase the variety of our products and add one more profitable point into our restaurant.

The reason why we choose self-made brew beer is that recently, the demand for self-made brew beer is dramatically increasing in recent years. The demand of self-made brew even surpassed that of soda in summer 2018 in the whole Boston area (1). According to a research public by Columbia University, the BrewPub has become the 7th influencer that may affect customers coming to a restaurant or not, from 23rd in 2016. We think this reflect the preference of drinks of our customers has changed and we need to correspond to those changes and make use of the change to increase our revenue.

(1)

Before we start investing, we conduct a series of marketing analysis to evaluate the market of the self-made brew beer. The analysis of demand of Drinks in Boston is conducted with a survey delivering to residents in Boston area by a random sampling method. Therefore, it can represent the percent of self-made brew beer demand. Currently, the restaurant offering self-made brew beer is only 5% so there is an imbalance between the supply and the demand. In the radius of 5 miles around Legal Harborside, there are only 27 restaurant severing self-made brew beer, which can meet the demand of Among those who reporting the wants self-made brew beer, it has been reported that 62% of them may only consider the restaurant that has self-made brew beer. Offering self-made brew beer may turn to be one important advantage of a restaurant to attract more customers and start to be a requirement for a successful restaurant. These results show that self-made brew beer is worthy of investing.

3.1 please write this part!!!!!

SWOT Analysis

Strength

· Craft beer trend is growing

· Craft beers complement variation menus in the restaurant

· High quality for reasonable price

· High margins

·

Weakness

· Complication and risk of quality control

· Consistency of craft beers quality

·

Opportunity

· Sport & Music Festival marketing

· Boston craft beer culture

· Target customer (a lot of students in the area)

·

Thread

· City Tap House (100+ craft beer)

· Low barrier

· Winter/Snow inconvenience to travel/eat out