Table of Contents

Analysis of Homebrew Market.......................................................................................................2

Products:........................................................................................................................................3
Competitive Landscape..............................................................................................................4
Evaluation of Suppliers...............................................................................................................5
Country Screening...........................................................................................................................7
Selected Countries: US and India.............................................................................................8
Why US?.....................................................................................................................................8
Why India?..................................................................................................................................8
Tools used in the research.............................................................................................................8
SCLEPT Analysis: Macro Criteria.............................................................................................9
12 C Framework: Macro Criteria.............................................................................................12
Business Portfolio Matrix.........................................................................................................14
McKinsey’s 7S Framework.......................................................................................................15
International Engagement Plan...................................................................................................17
Entry Strategy..............................................................................................................................17
Distribution Network and Competition..................................................................................18
Digital Marketing Communication..........................................................................................19
Monitoring and Control.............................................................................................................21
References:......................................................................................................................................22

Word count” 4253

 Analysis of Homebrew Market

Beer is one of the oldest and most consumed alcoholic beverages in the world with
its origin dating back to Neolithic period. Beer is extremely popular with all-age
drinkers. The global beer market was valued at 498.66 billion USD and is expected
to reach 710.89 billion USD by 2025 with a CAGR of 3.72% for the period 2021-
2025. One of the most significant changes in the beer market is the consumer
preferences shift to low and non-alcohol beers as well as craft beers [ CITATION
Dou12 \l 1033 ]. Craft beer is a beer manufactured by small, independent and
traditional brewers. The craft beer industry has been increasing with micro and small
pubs. The growing popularity of global craft beer can be attributed to availability of
different flavours consisting barley, chestnut and honey. We can see the similarities
in the homebrew market as well with innovation. Homebrew market can be called as
a natural expansion of craft beer market.

Homebrewing is escalating in US with 1.4 million barrels of production in 2017 by

homebrewers. There are 1.1 million people in the US who brew their own beers at
present and 40% of them started as a hobby [ CITATION Art18 \l 1033 ] . Therefore,
homebrew has a potential to increase in the US market. According to CFO of
SABMiller, in African countries such as Zimbabwe, Zambia and Botswana, traditional
beer consumption is expected to increase as much as double the size of lager
consumption. Traditional beer market in Africa is huge but unregulated. The birth
rate of Africa is 3.88% which means that there will be large population who would be
legal drinkers in the future [ CITATION Fer14 \l 1033 ]. The global homebrew machine
market was valued at USD 12 million in 2018 and is estimated to increase at a
CAGR of 13.9% and reach 29.8 million USD by 2025. The market is expected to
drive by the rising trend of homebrewing by the millennials in the countries such as
US, UK and Germany [ CITATION Gra19 \l 1033 ].

In 2018, almost 18 pubs a week were closing down in Britain. Britain reported 476
closure in the first six months of 2018. The reason was high cost of drinking due to
the rises in beer duty, VAT and business duty. This has led millennials to switch
drinking beer at home and rises in craft beer [ CITATION BBC18 \l 16393 ] . In U.S., beer
sales were down by 2% in 2019 while craft beer sales continued to grow by 4%.
Craft beer accounts for 25% of the US$ 116.0 billion beer market (Data, Watson,
Gatza and Obenchain, 2020). According to a report of DSM where they surveyed
3300 craft beer drinkers, 80% said that they don’t believe craft beer is passing fad.
The market for craft beer has increased tremendously where consumption of craft
beer in US has increased by 500% in a decade. In Europe, the craft beer market is
projected to grow at a CAGR of 11% and the market is also increasing in Central and
South America (DSM, 2020). The Asia-Pacific market is largest market for craft beer
and anticipated to grow at a CAGR of 10.5% with China and India with major sales.
Over the last five years, China has shown a growth of 250% in the craft beer market.
The growing demand, rapid urbanisation and the rise in disposable income has
contributed towards the positive trends in craft beer market
(Fortunebusinessinsights, 2020).

Products:

There are two types of products available for home brewing namely which can be
found in manual or automatic mechanism:

a) Mini-brewer
b) Full-size brewer

The equipment found online for the purpose of home brew includes:

1) Home brewing equipment kit

 The kit includes 6.5 gallon fermenting bucket, airlock, siphon tubing, bottle
filter, hydrometer, thermometer strip, cleaner, and a home-brewing book. It is
a complete package for the purpose of home brewing.

2) Fermenting
They come in variety of styles such as carboys and jugs, traditional plastic
bucket. Plastic bucket are mostly preferred by homebrewers as they are
lightweight and easier to handle.
3) Boiling & cooling
Hot liquor tank where the hot water will eventually turn into beer and
thermometer to check the temperature.
4) Pumps & plumbing
It helps to extract the beer and simply move from one vessel to another. This
is not a mandatory equipment but makes the brewing easier.
5) Testing & Measuring
The thermometer, PH meter are required in this section. The PH meter will
help to identify the concentration of the alcohol in the beer.
6) Cleaning & sanitation
The cleaning equipment is for the purpose of cleaning the vessels and
equipments used in the brewing process.
7) All grain brewing equipment
The all-grain equipment is the easiest method for homebrew. It just requires
some grains, water and creativity of brewers to brew fresh beer at home.

Competitive Landscape
AB In Bev, Heineken NV, Constellation brand, The Boston Beer Company and Sierra
Navada are the prominent players in the beer market due to the product innovation
in terms of flavour and packaging. In the past, people were consuming low alcohol
beers while there is a shift towards craft beers especially in European countries like
Sweden (marketintelligence.com, 2020). Therefore, craft beer market is growing.
The graph below shows the beer sales volume globally in 2019 where the major
market is captured by AB InBev (29.3%) followed by Heineken (12.6%).

Figure 1 https://www.statista.com/statistics/257677/global-market-share-of-the-leading-beer-
companies-based-on-sales/

Evaluation of Suppliers

1. HopTech Homebrewing Supplies, US

All range equipment for home brewing beer and wine seller since 1993 and the
products are sold worldwide through the website

Starter Kit- $113.0

2. Morebeer, US
Homebrewing kits for beer, wine and coffee as well as commercial beer equipment
suppliers and the products are shipped free for the order above $59.

All grain system - $299.99

3. Homebrew supply, US

Reusable beer making kit capable of brewing differed flavours. Easy return policies
within 30 days. Free shipping to Alaska and Hawaii.

$199

4. Aristham, India

Fermenter, Hydrometer, Thermometer and other equipments are available for

homebrew.

Fermenter- Rs. 3600

Exchange rate 1 INR= $0.014

5. Degong, China

Degong was established in 2009 and ships to US, UK, Australia, Russia and Canada
currently in overseas market. The products are ISO 9001 certified and the complete
equipment set is available at $4000.

6. Lehui Craft, China

The brewery is based in China and ships to North America currently. It releases 2-3
new products every year. The company offers fermentation tanks, Brite tanks and
packaging equipments to set up a brewhouse.

7. Yolong Brew, China

Yolong has been providing equipment for novice, amateur homebrewer since 15
years at an affordable price. The company provides consultation too along with the
equipments.

8. Brew For Africa, South Africa

The company provides all the equipments required for home brewery. The products
can be shopped through the store or online but it is shipped within the country only
currently. The equipment set costs Rs. 525.

1 African rupee= $0.06

9. Brew Craft, South Africa

Brewcraft has been in the business since 15 years and retained in US, Canada, U.K
and South African markets. The complete microbrewery kit capable of making 30L
craft beer is priced at 3500 rupees.

10. Toronto Brewing, Canada

Toronto Brewing provides different equipments for home brewing available at

different sizes. The 4L home brewing equipment set is priced at $89.99. The
company was started in 2008 and the products are currently shipped within the
country only.

The custom duty in China is 10%, US is 25%, 5% in Canada, 26.85% in India. After
evaluating the above suppliers, HopTech Homebrewing Supplies, US seems the
best at affordable price. The company is quite old and ships worldwide which would
be easy for Tribal Brewing.

Country Screening

Country screening is the process to recognize overseas market that qualify in these 3
criteria: Accessibility, Profitability and Market Size (Wankel, 2009).

Accessibility Accessibility is the degree to which a market

can be served. It also includes factors like
barriers, easiness to do business. For example:
a country like North Korea is very autocratic and
cannot be served.
Profitability Profitability is the degree to which a country is
profitable for the company and consists factors
like competition, currency fluctuation, demand,
price levels. For example: The demand for craft
beer is increasing in US, so it will be a good
opportunity for Tribal Brewing to enter US.
 Market Size Market size refers to the growth and size of the
market for potentiality of success. The market is
increasing for craft beer in Asia-Pacific region so
it will be fruitful for tribal brewing to enter this
region.

Selected Countries: US and India

Why US?

According to the report of NBWA, 18% of beer is imported in US for the consumption
and the craft beer has increased by 500% in the past decade. Beer is the most
consumed alcohol in US comprising of 38% among all alcohol drinkers. 25.9 gallons
of beer was consumed in the year 2019 and 75% of the population are of legal
drinking age in the US (NBWA, 2020).

Why India?

About 60% of the microbrewery equipment are imported from China but due to the
outbreak of pandemic, the distribution has disrupted. Every month, around 10
microbreweries are being set up in India. The craft beer is currently only 1% (1.5
million cases) of the total beer market (390 billion cases) (Giriprakash, 2020). The
alcohol intake in Southeast Asia between 2010-2017 increased by 34% with
increases in India, Vietnam and Myanmar while the intake of alcohol in India
increased by 38% (4.3 to 5.9 litres per adult per year) (Livemint, 2019). The craft
beer market comprises of 7% of bottled beer business and the number of
microbreweries is estimated to reach 200 by 2020 from 45 in 2016 (export.gov,
2019).

Tools used in the research

1) SCLEPT Analysis
The sclept analysis helps to understand the opportunities and threats
prevailing in the market to develop an understanding of the attractiveness of
 the market. It helps to identify the macro environmental factors that may help
a business grow or understand the hinderances caused by these factors.

2) 12 C Framework
The 12 C framework is a powerful framework to analyse the international
markets and their potentiality. The factors help to screen the market and
identify better opportunities.

3) Business Portfolio Matrix

The matrix helps to understand the attractiveness of each country and
compare those countries on quantifiable attributes.

4) McKinsey’s 7 S Framework
The 7 S Framework is an internal analysis of a firm to enter the market. The
micro environment of the firm is assessed to understand the readiness of the
firm to enter an international market.

SCLEPT Analysis: Macro Criteria

The SCLEPT analysis will help Tribal brewing to understand the opportunities and
threats in the potential markets which is US and India.

SCLEPT Factors U.S. India

1) Socio- English is the official India is world’s second largest
Cultural Language. English-speaking country with
Similar business culture nearly 125 million people
to that of UK. speaking English (Masani,
Less formal and less 2012).
hierarchical work culture Legal age for dinking in India
(bbc, n.d.). varies according to the state.
Alcohol is an integral part For example: Harayan-18,
of culture in the US Andhra Pradesh-21 while in
 [ CITATION Ols85 \l 1033 ]. Gujarat, Mizoram, Manipur, it is
The beer market in USA illegal to drink [ CITATION Ami20 \l
was worth $105.4 trillion 16393 ]. India’s beer market was
in 2019 (Gross, 2020). worth $7.4 billion in 2019
(Gross, 2020).
2) Legal Cost to import: Border The tariff rate in India is high
compliance costs 48.5% on average. Also, 1%
US$175 customs handling fee is
The tax rate is high which imposed on all imports
was 43.4% of profit in (privacyshield.gov, n.d.).
2015. Microbreweries are allowed in a
Corporate tax breaks are few cities such as Mumbai,
available therefore Bangalore, Gurgaon. The
effective tax rate is alcoholic products are not
essentially lowered allowed to be advertised
(Euromonitor, 2016b and directly in India (Stacey, 2016).
Euromonitor 2016c). The excise tax on beer
The Transatlantic Trade equipments post GST is 18%
Investment Partnership (Microbreweryindia.com, n.d.).
(TTIP) between US and
UK is predicted to lower
the traiffs (Department for
International Trade,
2014).

3) Economic The GDP growth rate in The GDP growth rate in India is
US in 2.9% while the 4.2% while the inflation rate is
inflation rate is 2.24% 7.7%. The outbreak of covid-19
(worldbank.org, 2020). has disrupted the economic
The world’s biggest growth rate (worldbank.org,
consumer market 2020). World’s third largest
(Euromonitor, 2016b). economy with a PPP-adjusted
The GNI Per Capita is GDP $8721Billion (IMF, 2015).
$62,850 and categorised India ranks 63rd in the ease of
 as high income economy. doing business and is
US ranks 6th in the ease categorized as lower middle
of doing business income economy with GNI per
(worldbank.org, 2020). capita of $2020 (Economic
Times, 2020).

4) Political Lately, Trump (former The demonetization and

President) enabled introduction of GST by PM Modi
privatization and imposed has shown positive aspects in
trade restrictions with the economy. In 2019, Modi
certain countries abolished regional autonomy in
including China (19% Jammu and Kashmir which
trade tariff on average). increased tensions between
Currently, US is run by a Pakistan and India. Therefore,
democratic party when there were many unpredicted
Joe Biden became the changes and also “Made in
President elect in the India” campaign was started.
recent elections Moreover, Mr. Modi enhanced
(nordeatrade.com, 2020). bilateral relations with countries
Therefore, trade by visiting them to increase
restrictions are expected trade (santantrade.com, 2020).
to ease in US.
5) Technologica 90% of population in US India had 560 million internet
l have access to internet, subscribers in 2018 and Indians
out of which 100% of 18- spend around 17 hours a week
29 aged people use on social media. Around 80% of
internet internet users have digital
(pewresearch.org, 2019). financial account (Kaka et.al,
E-commerce accounts to 2019). Due to covid, all ages of
11% of all retail sales people are shopping online and
(census.gov, 2020). it showed an uptick of 68%
since March, 2020
(businessinsider.in, 2020).
 12 C Framework: Macro Criteria

12 C framework is a tool for analysing international markets on 12 attributes for the

attractiveness of entering the country. The analysis will help to determine the
dynamics of the market before entering the market.

12 C factors USA India

1) Country The GDP per capita is The GDP per capita is
$62794.64 while the $2009.98 and the inflation
inflation rate is 2.24% rate is 7.7% (worldbank.org,
(worldbank.org, 2020). 2020). The political climate of
Several time zone India seems strong as of
differing from state to now. Beer market is
state. The political climate expected to rise as alcohol
of US is estimated to consumption has increased.
improve after Biden was
elected. Craft beer has
risen in the past decade
significantly.
2) Currency US$ INR
Dollar is one of the 1$= 73. 99 INR
strongest currencies and The currency has fluctuated
traded worldwide. between 65-80 in the past 5
years.
3) Consumption Beer sales were down by The craft beer is currently
2% in 2019 whereas craft only 1% (1.5 million cases) of
beer has increased by 4% the total beer market (390
in volume reaching 13.6% billion cases) (Giriprakash,
of beer market in USA 2020).
(data.s, 2020).
4) Concentration The population of USA is The population of India is
328.2 million. Around 1.353 billion and is the
76% of people are aged second most populated
above 18. country after China. Around
59% of population are above
 the age of 18 (census.gov,
n.d.).
5) Consumer People value material According to a survey by
Behaviour comfort, and accept Mintel, 40% young drinkers
convenience and luxury are willing to switch to low
products with open arms. alcohol (Tandon, 2020).
Americans consumed People are adopting craft
about 6.3 billion gallons of beer in India as the reports
beer in 2018 and the per by Globaldata claimed CAGR
capita consumption of 308% from 2014-2018
ranges from 18.6 to 40.6 (globaldata.com, 2020).
gallons a year (Stebbins,
2019).
6) Choices Many options for Limited number of companies
consumers as there are (around 100) that supply
many microbreweries that home brewing equipment in
supply equipments for India.
home brewing both offline
and online.
7) Commitment It takes only 4 days to It takes about 18 days to start
start a business in USA a business in India due to
(woldank.org, 2019). Due bureaucracy (Worldbank.org,
to Brexit, US has imposed 2019). Different state has
additional 25% tariff on different laws which creates
bottled wines imported difficulty.
from UK (Anderson,
2020).
8) Culture Discussed in SCELPT Factors Analysis
9) Capacity to pay The per capita disposable The per capita monthly
income of USA is income has risen by 6.8%
$45,579. this year and reached
$152.38 (businessstandard,
2020).
10) Communicatio Mobile advertising has In India, print advertising
n increased in USA while contributes the highest to the
 the desktop advertising revenue about 42.1%
has declined in USA. followed by television 38.2%,
Therefore, tribal brewing digital contributes 11% and
should focus on mobile outdoor, radio advertising
internet advertising. contributes about 10%
(ibef.org, 2020). However,
alcohol is not allowed to be
advertised directly by law.
11) Channels The channels of distribution for tribal brewing can be
direct and sold through both brick and click options. The
distribution and logistics is easier in both USA and India.
According to logistics performance index, India ranks 44
while USA ranks 14 (ipl.worldbank.org, 2018).
12) Caveats None

Business Portfolio Matrix

Country Attractiveness
High Medium Low
Company’s compatibility with each country
USA
High

India
Medium

Low
USA

 Beer is the most consumed alcohol comprising 38% of the alcohol market.
The craft beer has increased by 500% in the past decade.
 GDP is $62794.64. Per capita disposable income is also higher than India.
 Consumption of craft beer has increased by 4%.
 Business culture is similar to that of UK.

India

 Craft beer comprises of only 1% of the alcohol market.

 Legal age of drinking is different in different states.
 GDP is $2009.98 which is lower than that of USA.

*Ease of doing business and logistics performance index is also better in USA than
that of India. Therefore, after analysing the countries on the criteria of SCELPT
factors and 12 C framework, it is concluded that USA has the higher potential for
tribal brewing market and Tribal brewing should enter USA for their supplies.

McKinsey’s 7S Framework

The 7S Framework is a tool to analyse an organization’s readiness to enter an

international market by studying the 7 internal elements as discussed below:

https://strategicmanagementinsight.com/tools/img/mckinsey-7s-model.png
1) Strategy
The business strategy of Tribal Brewing is to purchase the home brewing
equipment from overseas and resell the equipment in international markets.
The company should focus on engaging with the customers as there is high
competition in the market.

2) Structure
The business structure should be of a formal setting and divided into different
departments: administration, finance, retail, packaging, marketing and sales,
IT, compliance and testing. IT department is important because the
consumers will be attracted through website and social media. The work
setting should be collaborative in nature with continuous communication and
professionalism.

3) Systems
The procedures of testing should be formal as the quality and consumer
satisfaction comes first while the work culture can be informal and
encouraging two-way communication. Co-ordination among the retailers,
suppliers, and distributors is extremely important for timely and cost-efficient
sales. The sales forecasting and analysing systems should be contemporary
such as Google Analytics.

4) Skills
Brewery business requires innovation and addition of new flavours and
recipes from time to time. Therefore, the skills required in the employees of
Tribal Brewing are risk taking, authenticity and creativity. The members need
to be trained for dealing with the clients.

5) Staff
Tribal brewing should hire enough employees with good soft and hard skills to
cater their customers and conduct several training programs to enhance the
skills of their employees. The employees can be motivated through various
schemes such as off on their birthdays and culture of drinks on last Friday of
each month to make them a part of family.
 6) Styles
The leadership style should be open and engaging so that a culture of
learning and improvement can be established. The democratic leadership and
freedom of speech culture will encourage employee participation and motivate
them to work for the benefit of the organization.

7) Shared Values
 Customer-oriented
 Quality and assurance
 Innovation
 Co-ordination

The above-mentioned values should be shared across the organization and make it
a part of their work-culture. Also, it will help to maintain synergy in the firm.

International Engagement Plan

Entry Strategy
The entry strategy for the US Market is recommended by studying the Ansoff’s
growth matrix.

The penetration strategy is used to sell more of same products to the same market.
The product development strategy is when the company sells different products to
same people. The diversification strategy is used when different products are sold in
different markets. Finally, the market development strategy is where the firm targets
new markets with existing products.

Initially, it is recommended to enter the US market using the market development

strategy. As mentioned earlier, US is an attractive market for the craft beer industry
and the objective of Tribal brewing is to secure 2000 account holders on the website
and to achieve a £200,000 turnover in a year. The per capita disposable income of
USA $45,579 with high demand for craft beer which will help Tribal Brewing to
achieve their objective. The products thus should be innovative and qualitative as US
consumers value innovation and quality.
 Products
Ansoff’s Growth Matrix

Old New

Old Penetration Product Development

Markets

Ne Market Development Diversification

w
US

Distribution Network and Competition

As per the strategy of Tribal Brewing, they would purchase the equipments and
resell in the overseas market. The recommended supplier is from the USA, so, it
would not be very difficult for Tribal Brewing to distribute their products throughout
the nation. The products would be available in the website too reaching directly to
the consumer. An overview of the distribution network is shown below:

Procure equipment
from Suppliers Package, brand and Sell directly to the
(HopTech modify the product customers through
Homebrewing as per the need brick and click.
supplies, USA)

The competition in USA is huge as new microbreweries open every year in USA. In
2019, the total number of craft beer companies reached 8275 from 7346 in 2018
(Arthur, 2020). According to the Brewers Association, the top craft brewing
companies in the USA are: D.G. Yuengling and Son Inc, Boston Beer Co, Sierra
Niveda Brewing Co, New Belgium Brewing Co, Duvel Moortgat and so on.
 Sales (Barrels)
D G Yuengling & Son

Boston beer

Sierra Niveda
Figure 2 Number of operating breweries in USA
New Belgium brewing (2006-2019)

Duvel mootgart

0 1000000 2000000 3000000

Sales (Barrels)

https://www.statista.com/statistics/267549/number-of-operating-craft-breweries-in-the-us/

Company Sales (Barrels)

Duvel mootgart 650261
New Belgium brewing 848609
Digital Marketing Communication

Sierra Niveda 1078908 The Tribal Brewing should communicate with

Boston beer 1900000 the customers through their website and social
D G Yuengling & Son 2660000 media accounts. It is recommended to embed
chat system in the website to make it interactive
Source:
and solvehttps://www.workandmoney.com/s/
the queries of the visitors. As per the research, the social media users in
best-selling-craft-breweries-
US has reached 231.47 million in 2020 where Youtube and Facebook are the most
f03863afe08a4764
popular sites with 73% and 69% users. The use of social media is more popular
among Gen Z and Millennials as shown in the table below:

Age Percentage users of social media

18-29 90%
30-49 82%
50-64 69%
65+ 40%

The users spent about 2 hours 3 minutes

per day on average on the social media
sites. Out of which, 74% users use Facebook and 63% use Instagram daily (Dean,
2020).

Looking at the statistics, the marketing campaign suggested for Tribal Brewing is as
follows:

 Make accounts on social media platforms such as Youtube, Facebook,

Instagram and Twitter. Post regularly about the products and experiences of
people in the platform. For example: Running a campaign by asking
customers to share their experience about the product by making a short
video (less than a minute) and rewarding the winner with freebies.
 Build a brand community in order to engage the customers and organise
campaigns. For example: The customers can be granted brand community
membership on the basis of frequency of purchase and run a campaign like
asking the consumers to customize the product as per their need by providing
VR designs.
 Build forums on the website so that visitors can engage within themselves and
the company and share their constructive feedbacks. Respond to the
feedbacks regularly.
 Run a beer festival programs and contest so that the company can connect
with the customers.
 The marketing campaigns should be integrated throughout all the social
media platform accounts.

It is very important to have a effective and integrated marketing campaign due to the
advancement in technology and competition among the brands.

Monitoring and Control

It is important to supervise and control the processes of the business and marketing
strategy. Monitoring and control helps to identify the performance of the company
and the areas for improvement. The supervision can be done through Google
Analytics which helps to supervise the behaviour of the visitors to the company’s
website and the social media. The process for monitoring the performance is as
follows:
 Create a Google Analytics account where the customers send the request to
the web server and the data is collected and sent to the Google Analytics
server. The server collects the data and prepares the detailed report.
 Create a separate IT department to monitor the website and social media
performance to engage the customers.
 The Top management should collect the information from the IT department
and regulate them regularly. Also, the management should respond to the
changing needs of the consumer.
 References:

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expansion of craft beer". Beveragedaily.com. Retrieved December 18, 2020,
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homebrewing-as-a-natural-expansion-of-craft-brewing
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