Page 17 - Brewdog Teaching Notes
P. 17
Corporate Planning Process Model - BrewDog
Build a product that’s not only
unique but supported by an
incredible brand that highlights a
meaningful mission and unique
personality.
"make beers that we want to drink ourselves" Change the Functional and
industry, - Punk global
ambassadors diversification Growth
Competitive
Vision Objectives Functional Action
Strategy Strategies Plans
Purpose Ethos Strategy
Changes in
Mission Corporate Survive
COVID-19,
Strategy
BrewDog Take
Blueprint - a “Our carbon. BrewDog
Our problem.
manifesto for to the
So, we are
the future market
going to fix it
through an
“to revolutionise the British beer industry and ourselves” IPO
redefine British beer-drinking culture” (14)
BrewDog is
dedicated to
serving its
Diagram 6 customers.
