Page 14 - Brewdog Teaching Notes

SWOT

Watt & Dickie Single product company (2007)
Marketing & Distribution
Finance
Finance Industry giants

Brand/product

Global expansion Covid-19

Production capacity Ownership dilution

Potential IPO Brexit

Ethical company - carbon
neutral
Diagram 3

BrewDog turned its weakness into a competitive

advantage. When it started, it was impossible for it to

compete with the advertising budgets of big brands. So, it

didn't even try it. The company relied on social networks,

bloggers, and funny videos—all affordable and effective

ways to reach their particular demographic.

Watt and Dickie have directed the focus of the company’s

strategy to be on the international beer market. However,

they have also developed new areas such as spirits

domestically which will, if successful, be rolled out
internationally.