Course name: Foundations of Business Professor: Konstantinos Biginas

Managnment

Student name: Ovcharenko Mariia Program: Bachelor program

Student number: 5307

Date of submission: 20.06.2021 Year: First year

Midterm Assignment

Academic Year 2020-2021

Term / Semester: Summer Semester 1 2021

DECLARATION BY STUDENT
I hereby undersign that the work submitted is my own effort. I certify that all material in

this Dissertation, which is not my own work, has been identified and acknowledged. No

materials are included for which a degree has been previously conferred upon me.

Grade awarded:

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 Table of content
Briefly about company ..................................................................................................... 3
Company strategy ............................................................................................................ 3
There was a pandemic ..................................................................................................... 6
Leadership and organizational culture lead to solving problem ............................... 7
How company strategy help to save the company ...................................................... 8
Summary.......................................................................................................................... 10
List of references: .......................................................................................................... 11

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Briefly about company

Signature brew is an organization that is popular among western youth for its vibe. In

the market it is appreciated for its delicious beer of its own production. The company

was founded in the 2011. The peculiarity of this brewery is the production of a delicious

drink together with the stars. The company has collaborated with many celebrities, here

are a few of them: Idles, Mogwai, Alt-J, Slaves, Mastodon, Frank Turner, Rodney P,

Enter Shikari and many other young and influential people in society today. Moreover,

the brewery is appreciated in fast, high-quality and numerous deliveries to events of

various kinds (festivals,

concerts, just listening to live

music). The organization

reached a new level when it

began to arrange events on

its own, inviting just those

guests with whom they

cooperate, where many fans

of the alcoholic drink

gathered. (Signature Brew)

Company strategy

To begin with, the strategy of any organization is planning activities to achieve goals.

Having a plan on paper will definitely help the company go step by step towards

excellence and increase its income in this way. Strategists can be different, there are

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such as corporate strategy, competitive and functional, each has its own purpose and

focus. (Twitter of Signature Brew)

One of the most important components in analyzing the strategy of our company is a

specific mission and goals. The Signature brew organization strives to reach as large

an audience as possible, which will become regular potential customers and of course

the quality of the beer. To do this, they use various marketing tricks, for example,

cooperation with the stars is a good chance to attract customers through people who

influence them on a daily basis through social networks and the media. Or with the help

of the supply of their drinks to various events, more people learn about them, who can

not only learn about their existence, but also taste the products, and soon decide to buy

beer for the second time, already outside the event. For example, in 2017, they are

asked to supply beer to the Slam Dunk Festival: as well as to supply beer to The killers

& Metallica concert. In 2015, an additional brewery opens in Leighton for close quality

control and increased production. Moreover, their beer is made from exclusively natural

materials. The mission of the company can be called the creation of mood and vibe with

the help of drinks of different tastes and, of course, satisfying the taste buds of people.

On the basis of the first component of the strategy, the second, the so-called priority

goals of the future, is based. Signature brew strives to enter the international market,

which will help improve the company's financial condition. So in 2014, they exported

their products overseas to the United States for the first time.The company is also eager

to launch new products that may be very different from drinks. (Signature Brew)

Obviously, the company has been drawing its business priorities over the years. For

Signature brew, this can mean developing a customer base, entering the international

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market, reducing costs, diversifying products, collaborating with stars of different

generations and from different fields of activity, increasing the index of customer

satisfaction and, not least importantly, an employee, reducing rejects at the factory for

production.

It is very important for a company to develop competitiveness. Signature brew will

stand out on the market for their design feature, they are very youthful and stylish due to

the graffiti-style background and the colors they use. Another superiority over others is,

of course, thematic concerts and evenings, where clients have the opportunity to have

fun after a hard day's work and listen to their favorite performers or go to a fan meeting

with their favorite singer, author, actor to drink a can of cold beer. The venue for such

concerts is always unusual. Below you can see a photo of one of these evenings,

which took place right at the brewery. Thus, the combination of the company's activities

helps to retain and attract even more potential customers.

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There was a pandemic

Of course, the most pressing negative event in recent years is the pandemic. For many

restaurant and hotel businesses, this was a collapse, they went bankrupt and now no

one even remembers them. Bars, restaurants, pubs, concert halls, where the company

supplied its products, closed for more than a year. Signature brew's creative and young

founders have come up with something cool to make money and prosper from the

company even during the tough times of the pandemic. The company caught the main

idea that even despite the quarantine restrictions and the pandemic, people continued

to have fun, but already at home. Obviously it was to come up with the delivery of their

products, but Signature brew went further and invented their beer boxes. The client has

a choice among boxes, where there are 8, 16 or 24 cans of beer of different tastes.

Also in the box, the buyer could find a beer glass and a stand. As stated earlier,

Signature brew was closely related to musical activity before the pandemic. In this box,

they did not lose this chip, but, on the contrary, improved them according to the time. At

the bottom of the box, you could scan an exclusive music quiz on Spotify and get the

whole party involved. (Prihodko, M., 2020). The minimum cost of boxing is £ 25, which

is significantly less than before the pandemic. To promote the company's new

development, these boxes were first sent to those artists who had to reschedule or

cancel concerts. They shot videos of the boxes, posted them on social networks and

thus spread the idea. Soon, buyers wanted to be a part of something big and legendary

and started ordering bonuses and uploading photos with different hashtags such as

#SupportMusic or #BeerInItTogether. (Twitter of Signature Brew). Again, the interactive

code for the music quiz made the company even more competitive in the market.

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According to the founders, in order to support employees and even earn a small bonus,

the company is also reselling tickets to parties at the brewery after the quarantine has

been lifted, "because it will end someday," says the leadership of Signature brew.

(Prihodko, M., 2020).

Leadership and organizational culture lead to solving problem

The company coped with a problem that did not bode well. The positive result and

improvement of the financial condition of the company thanks to the management,

which constantly reminded of the goals and mission, even during the pandemic, they

had to amuse people with their drink. Young leaders of the company found a way to

stay afloat when competitors in the same field of activity lost customers and business in

general. It is also important to mention the importance of having a cultural dimension in

the company. When employees know how management wants them to respond to

certain problems, when employees believe they are doing the right thing, and when

employees know they will be rewarded for upholding the company's values. The main

value of the company, which managers always want to convey to employees, is people,

in other words, their customers, as well as employees. The founders emphasize the

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importance of fairness to employees and respect for customers. Signature brew puts

people first when making decisions, and believes that the secret to efficiency and

productivity lies in satisfied customers and rewarded, hardworking employees.

Another important value is not small is innovation. Young founders encourage and

support experimentation by employees or even customers and take risks. Speaking of

values, Signature brew has a high level of urgency, which also only raises the culture of

the organization. With this level, the organization quickly promotes its projects and just

as quickly respond to changing market conditions.

Because the organizational culture at Signature brew is very well established, it

provides a strategic competitive advantage. Organizational culture begins with human

nature first. That is why the Signature brew company consists of young, creative and

courageous guys who catch the vibe of the company. Also, the culture of the

organization is about the emotions with which the company is present in the market.

For Signature brew, this is lightness, fun, somewhere carelessness and liberation. The

company's performance is determined not so much by sales, but rather by the number

of satisfied customers and by the number of events or collaborations with famous

people. (SHRM, 2020).

How company strategy help to save the company

Everyone expected that a problem like a pandemic would extinguish the company on all

fronts. However, there was also a positive impact. Most of the plans the company had

built before the pandemic collapsed. On the other hand, according to the strategy, the

company's goals remained to capture the audience, as well as retain its customers with

new products. They also hook customers with their positive intentions. So in 2020 they

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took part in the Norwegian festivals, all the money from which was transferred to charity.

The pandemic did not allow the planned projects to be realized, they first had to be

postponed, and then completely canceled and the money returned to customers.

However, thanks to the leadership qualities of the founders, as well as creativity, they

were able to reach a new audience even remotely using a new way of selling. Thanks

to a strategy and clearly defined missions and goals, the company found a way to make

this a reality. The priority goals for the future, spelled out in the strategy, have put the

organization on the right path. What's more, Signature brew increased the customer

satisfaction index by introducing interactive functionality into their beer set and creating

box delivery. It is obvious that the company only strengthened its competitiveness in the

market, even only because it was able to stay and not go bankrupt or just sit out

quarantine without wanting to invest in novelty. By the way, now the boxes of beer are

sold out and judging by the comments on Twitter on their main page, many buyers are

still eager to buy. Now the company, so that customers do not cool off from quarantine

intrusions, are creating a collection of clothes and continue to expand their assortment

in drinks, compliments to beer, and improve the design.

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Summary

The Signature brew brewery, which came to this world in 2011, immediately impressed

alcoholic drink lovers with its original approach to serving the product and was

remembered by all customers for its feature, which is in close connection with musical

events or themed evenings. Collaboration with different stars made the company even

more popular and helped to acquire clients with different interests. The company's

strategy, which soon helped out of the pandemic crisis, is clearly spelled out. The

organization's plan is to conquer the world market and acquire as many customers as

possible, improve the beer and adapt it to different audiences, depending on the

geographic location of the target. They are invited to festivals, concerts, charity

evenings as sponsors, all this raises the company's rating in accordance with the

strategy. Attraction of different authority of today's society, bright and youthful design in

the style of graffiti, established organizational culture makes Signature brew

competitive. The pandemic could harm the organization, but thanks to the leaders and

the cohesion of employees who go to a common goal, they came up with boxes with

their products and an interactive music quiz, which only added to the ranks of

customers and was able to remind of themselves even during the gatherings at home.

Now they never cease to amaze fans of the drink and create collections of clothes,

compliments to beer, prepare new collaborations, and also sell tickets for themed

evening, which will take place at the end of the quarantine. The pandemic has made

some changes to the company's strategy, but the founders and employees of Signature

brew are willing to take risks and experiment with honest employees and polite

customers.

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List of references:

• Prihodko, M. (2020). Пять кейсов западных компаний, которые за время

пандемии быстро перестроились и даже заработали больше [online].

Available at: https://vc.ru/trade/147403-pyat-keysov-zapadnyh-kompaniy-kotorye-za-

vremya-pandemii-bystro-perestroilis-i-dazhe-zarabotali-bolshe [Accessed:

17.06.2021]

• SHRM (2020). Understanding and Developing Organizational Culture [online].

Available at: https://www.shrm.org/resourcesandtools/tools-and-

samples/toolkits/pages/understandinganddevelopingorganizationalculture.aspx

[Accessed:17.06.2021]

• Radionov, V. (2018). Пивоварня Signature Brew сварила пиво для группы

Mogwai [online]. Available at: https://pivo.by/news/mogwai-beer-satan

[Accessed:17.06.2021]

• Twitter of Signature Brew [online]. Available at: https://twitter.com/signaturebrew

[Accessed: 17.06.2020]

• Signature Brew [online]. Available at: https://www.signaturebrew.co.uk

[Accessed:17.06.2021]

• Signature Brew [online]. Available at: https://www.signaturebrew.co.uk/pages/about-

us [Accessed:17.06.2021]

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