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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
Situational Analysis
Internal Environment External Environment
1 Location
Southern Comfort Food
Ciders on tap
Proximity to campus
Porters 5 Forces
Threat of New Entrants
Porters 5 Forces
Rivalry Among Existing Firms
Products
Southern-NorthWest Fusion
Fried Catfish
Weekend BBQ
Sunday Brunch
Prices
Beer/ Cider - $4 - $7
Place
1 Location
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
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
Thank You