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Elk Horn Brewery

Katie Presnell, Lauren Calero, Andrew Landau, Neil Presicci, Jake Adler

Background
Elk Horn Brewery is a gathering
place for folks to dine and enjoy each
others company.

Founded in 2014
Owners from Mississippi and Willamette Valley
Started Delacata Food Cart
Southern-Northwest Fusion

Does anybody know what the location


of Elk Horn was before it was
renovated?

Situational Analysis
Internal Environment External Environment

1 Location
Southern Comfort Food
Ciders on tap
Proximity to campus

Overall beer sales declined by 2%


in 2013
Craft beer sales increased by 17%
100 billion dollar industry
nationwide
Oregon #1 in breweries per capita
(183 breweries)
3000 Craft Brewers in US (8% of
Market)
https://www.youtube.com/watch?
v=5GSCnY4yuoE

Porters 5 Forces
Threat of New Entrants

Beer, Brewing License


New Breweries Opening (Sam Bonds)

Determinants of Supplier Power

Breweries that supply Elk Horn can increase


prices
Food supplies
Hops Farmers

Porters 5 Forces
Rivalry Among Existing Firms

Restaurant and brewery


McMenamins, High Street Cafe and Brewery, Taylors Bar &
Grill

Threat of Substitute Products

Beer, wine, and cider along with lunch, dinner, and


happy hour

Elk Horn: 5 happy hour foods for $5 each


McMenamins: 9 happy hour foods ranging from $2-$4

Determinants of Buyer Power

Customers have high buying power


Relatively price compared to other restaurants
Convenient location
More buyers than sellers

Products

Locally Brewed Beer

Over 6 Ciders on Tap

Southern-NorthWest Fusion

Fried Catfish

Chicken and Waffle

Weekend BBQ

Sunday Brunch

Prices

Entrees - $8 - $20 (Elk Burger $16)

Beer/ Cider - $4 - $7

Lunch Menu - $5 - $12

Happy Hour - $5 ($1 off beer/cider/wine)

Place

1 Location

686 East Broadway St. Eugene, Oregon

Close to the University

Can anyone guess how many followers


Elk Horn has on Twitter?
How about likes on Facebook?

Promotion
Currently
Facebook - 2,622 likes
Twitter - 115 followers
Website
No paid advertising
Word-of-mouth
Opportunity
Instagram
Increase campus connection/ promotions
Student Survival Guide

Strengths

Close proximity to
campus
Offers wide selection of
ciders and beers
Large venue with
outdoor and indoor
seating
Unique cuisine with
variety of dishes
Alliance with Sweet
Cheeks Winery

Weaknesses

Service quality
decreases when busy
Poor parking
situation
Lacking in social
media presence
Pricier compared to
surrounding
restaurants
Doesnt offer own
house beer

Opportunities
Expand product mix
Brew own Beer
Improve staff during busy
days
Create loyalty program
Boost social media
presence
Student discounts
Longer lasting happy
hour
Hire student
representatives

Threats

Many established restaurants closer to campus


Decline in business after initial opening due to dissatisfaction
Established bars: Taylors, Rennies, McMenamins and Bierstein
New apartments and retail construction created more dining options

Who follows Elk Horn on Twitter


or Facebook?

Marketing Strategy

Target Market
Geographic segmentation: 10block radius expanding from
Broadway to 21st Street
Demographic segmentation:
Generation Y
Psychographic segmentation:
College student lifestyle

Objective
5% increase in sales each month
until August 27th 2015.

Implementation

Social Media Platforms Objectives


(January 1st, 2015 Completion Date)
Facebook: 2,238 to 5,000 likes
Twitter: 60 to 1,000 followers
Instagram: create; 250 followers

Means of achieving goals


Loyalty program
Weekly Hot Spot

Thank You