Tell Me What You Drink, I'll Tell You Who You Are

Abstract

Objective: The present case was developed in order to provide discussion about the strategic positioning of a company that undergoes scenario changes.

Method: Teaching case coming from real facts based on experience in management and consultancies.

Originality/Relevance: The case portrays the activities of The Factory Brewpub with a differentiated proposal, starting with the place of service, inside a farm, where they are offered the increasingly requested, craft beers produced in the local and sold exclusively on the premises, as well as burgers and steaks.

Results: João Paulo, owner of the site, after four years of activity, faced a situation where there is a conflict of choice: producing and selling differentiated beers, special styles and high prices for the product, still working for a more select audience, but with less movement in the pub? Or produces cheaper beers, focusing on cost and lower end price, with fewer varieties and less complex styles, but with more movement and full house every week? Which strategy to adopt?

Theoretical/methodological contributions: To develop in students the ability to read the environment to identify competitive advantages and above all, strategies, being cost leadership or differentiation, which will be more coherent for companies to stay in the market in a sustainable and profitable way?