Personal marketing plan framework for graduate school and employers

Personal Marketing Plan

The microbrewery business is booming in America, and my skills as a brewer will enhance the quality of both the beer and the business of brewing. Combining adept marketing skills with a being a third-generation brewer, I have a unique personal portfolio. Breweries in the United States will be proud to have me on board, as I will help them reach and also expand their target market.

To promote my services as both brewer and brewery business consultant, I have been using the tools of social networking. Befriending brewery websites has allowed me to keep abreast of industry trends, including new brewery openings and expansions. Moreover, I am thoroughly networked within the beer community. Attending local, national, and international beer tasting events has been a boon for my presence in the industry. I shall continue to network, which is the best way to achieve recognition and success in this growing but still competitive industry. Because I am passionate about my work, my salary as a brewer need only reflect industry standards. However, when my brewing expertise is combined with my business acumen, my salary should be commensurate. I expect to start working for around $50,000 per year.

Situation Analysis

Customers, or potential employers, include small to mid-sized microbreweries around the country including Dogfish Head, Stone, Allagash, Ommegang, New Belgium, and Rogue. The breweries in question have several positions open to public application. For example, Stone Brewing in Escondido is currently calling on brewers to apply for work ("Jobs at Stone Brewing Company" 2011). The Flying Dog Brewery is also hiring new personnel ranging from accounting to human resources, showing that their needs extend beyond that of brewer ("Jobs at Flying Dog Brewery," 2011). I may need to enter the industry at entry-level positions before securing more lucrative and powerful positions as head brewer and consultant. Finally, the Careers in Beer Website provides the best means by which to research the brewery job market. Careers in Beer is a valuable database for brewing industry personnel.

As a business school graduate who is also a stellar brewer, I have a lot to offer any company that chooses to have me on board. My greatest strengths are my ability to recognize trends and even create them, allowing for innovative and creative ideas, products, and services. In the craft beer market, it is crucial to stay abreast of what other brewers are doing. It is also important to check Websites like Ratebeer.com, because they are consumer-driven. This allows business-savvy brewers to keep their fingers on the pulse of consumer taste buds and respond to those needs immediately. Another one of my core strengths is communication: I enjoy working with others and solving problems with mutually beneficial outcomes.

Among my few weaknesses is occasional fear and trepidation. Although I generally embrace change, I sometimes become risk averse. I hope to surround myself with dynamic individuals who are high-risk takers, so they will encourage me to never rest on my laurels. Knowing what my weaknesses are helps me to overcome them. I rarely have the time to procrastinate, but I have been known to start projects and never finish them.

There are few constraints on my ability to work for any quality microbrewery in the nation. I am willing to move around a lot, and have no family or children to tie me down. Speaking both English and Spanish makes me an outstanding candidate, and my resume will certainly stand out among competitors. Competitors include recent graduates of the Siebel Institute, which teaches the business of brewing as well as the art and science of brewing. Some of my competitors will have had more experience than I, but will be older and less attractive as job candidates. This is because the older generation of brewers could become complacent and fearful of brewery expansions or changes to their recipe, branding, or market orientation.

According to Harris, Hillwig, Naik, Prakruthi, & Bhargava (2008), the brewing industry in North America is "thriving" and the external market environment is highly favorable. However, there is much state-by-state variation in the external market environment. Some states like Alabama have strict laws regulating the types of beers brewers can make. Others have strict marketing restrictions that prevent sales of beer in grocery stores or on Sundays, for example. These legal considerations must be taken into account when seeking a job in the craft beer industry. Unlike countries like Saudi Arabia, there is no general ethical or cultural prohibition against alcohol. However, governmental regulations must be taken into account. Beverage control boards, taxation, licensing, and other issues are important external market environmental forces. The following is a brief SWOT analysis:

Strengths: Business degree, business acumen, brewing industry contacts

Weaknesses: No prior experience in a professional context, and do not yet know which state in which I will work

Opportunities: Long-term growth potential in the industry; wide varieties of positions available; overall industry growth in North America

Threats: Possible low status and income during first few years of working; becoming increasingly competitive

Marketing Strategy

The target market includes all American craft breweries. I will be offering American craft breweries two distinct areas of unsurpassed service: that of business consultation and that of brewing expertise. I enhance my skills by combining each of these areas, making me a uniquely attractive candidate. I will perform regular market analyses and continue to meet with industry professionals while also being active on Ratebeer.com to keep in touch with what consumers need.