This can hurt the company's ability to reach out to consumers. (Berghoff, 2009)
Risks
There are four categories of risks that must be considered when evaluating Boston Beer to include: clear enough, alternative futures, the range of future and true ambiguity. Clear enough is when there is a focus on ensuring that everyone understands the company and the different products. In the case of Samuel Adams, consumers can recognize and enjoy the brand. The challenge will occur when tastes change and how this will affect the way they see the company in the future. This is when the firm must be able to quickly introduce new products to address these needs (creating a clear enough image in the mind of customers). Over the last 15 years, this has been taking place with the introduction of new brands (as this is the most important aspect of their business model). (Bamforth, 2012, pp. 145 -- 146) (Berghoff, 2009)
Alternative futures is when executives must evaluate new markets they can go into to deal with these changes. This means altering the approach and the marketing strategy to promote the company. In this situation, Samuel Adams should survey consumers to identify where these transformations are taking place and how they can adjust. This is the second most important area of their business model. (Bamforth, 2012, pp. 145 -- 146) (Berghoff, 2009)
The range of futures is when executives are looking at possible choices to determine which one will help them the most. In this situation, the firm needs to have new markets identified where they can expand into. This will improve their competitiveness and dominance around the globe. This falls underneath the importance of alternative futures as a sub-category. (Bamforth, 2012, pp. 145 -- 146) (Berghoff, 2009)
True ambiguity takes...
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