Madcap CraftBrew and Bottleworks Company Case Analysis

As this case study begins, Madcap Craftbrew & Bottleworks, Inc. finds itself at the crossroads of having to make critical strategic marketing and promotional decisions regarding its Zebra beer brand.  In this paper, the situation will be evaluated in-depth, and courses of action will be chosen based on the analysis of the available data

Problem Statement

The problem facing Madcap at the present time is the fact that despite positive consumer feedback and strong results in test markets, the Zebra brand is not as profitable as it could/should be in order to generate sufficient revenues (Rosenthal & Twells, 1999).

Primary Critical Issues

Madcap has to contend with several primary critical issues, some of which are inherent in the craft brewing industry, as well as some that are unique to Madcap itself.  In summary, these issues are as follows (Rosenthal & Twells, 1999) :

Microbrew drinkers are typically not brand loyal, making the development of a strong core market difficult

Only a small percentage of beer drinkers are microbrew drinkers

Beverage distributors usually do not like to stock large quantities of craft/microbrews in their retail locations, which results in less product available for sale, which keeps volume sales low

The Zebra brand is not widely recognized, nor does a large marketing budget exist

Current packaging characteristics (the painted bottle, imported from Mexico) have been causing production delays and prompting concerns from retailers who place a higher value on beers with paper labels on the bottles

Zebra is priced lower than competitors such as Sam Adams, placing it in a lower perceived value category than competitors’ brews

Evaluation of Alternatives

Given the challenges posed by the microbrew industry itself, as well as the practical options available to Madcap, the following alternatives, and the viability of each, are as follows:

Employ the new marketing strategy that has been successful in Bloomington test marketing efforts, which includes lower product pricing, more distributor incentives, and more advertising expenditures

Continue with the current positioning and marketing strategy

Proposed Course of Action

The course of action that Madcap should take in this situation, from a strictly strategic point of view, is the employment of the Bloomington plan, with the exception of price adjustments.  This choice was made for several key reasons: first, the unconventional and volatile nature of the microbrew industry demands forward thinking and creative marketing; second, price point should be evaluated to avoid pricing the product in such a way as to lower its perceived value in the eye of the consumer.  These strategies hold the potential to achieve the desired goals of Madcap in the short and long term.


(Rosenthal & Twells, 1999) (Rosenthal D W Twells R W 1999 Madcap Braftbrew & Bottleworks Inc: Zebra Beer-It’s Not All Black and White)Rosenthal, D. W., & Twells, R. W. (1999). Madcap Craftbrew & Bottleworks Inc: Zebra Beer-It’s Not All Black and White. Richard T. Farmer School of Business Administration, North American Case Research Association.



Calculate the price
Make an order in advance and get the best price
Pages (550 words)
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with MyStudyWriters
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
See why 20k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
I just need some minor alterations. Thanks.
Customer 452547, February 10th, 2021
Human Resources Management (HRM)
excellent job
Customer 452773, June 25th, 2023
Looks great and appreciate the help.
Customer 452675, April 26th, 2021
Thank you!!! I received my order in record timing.
Customer 452551, February 9th, 2021
Human Resources Management (HRM)
excellent job
Customer 452773, July 17th, 2023
Customer 452773, January 25th, 2024
Human Resources Management (HRM)
Customer 452773, June 25th, 2023
English 101
IThank you
Customer 452631, April 6th, 2021
thank you so much
Customer 452749, June 10th, 2021
Data 564
excellent work
Customer 452773, April 11th, 2024
Great job
Customer 452773, February 13th, 2023
Leadership Studies
excellent job
Customer 452773, August 26th, 2023
Customer reviews in total
Current satisfaction rate
3 pages
Average paper length
Customers referred by a friend
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat

Sometimes it is hard to do all the work on your own

Let us help you get a good grade on your paper. Get professional help and free up your time for more important courses. Let us handle your;

  • Dissertations and Thesis
  • Essays
  • All Assignments

  • Research papers
  • Terms Papers
  • Online Classes
Live ChatWhatsApp