Selection: This assignment will require your group to evaluate Beat Culture Brewery in Miami, Florida. (https://beatculture.com/Links to an external site.) This assignment will give your group the opportunity to research, evaluate the current marketing strategies of Beat Culture Brewery, and make recommendations directly to ownership. How would you improve the organization’s internal marketing strategy and prepare the brand for the future.

Entrepreneurial Option: Your own brand or idea that will need to be approved by your Professor.

Research Beat Culture Brewery and info your Professor of the following:

• Names of individuals working together 2-3 individuals
• Info your Professor by week three (3)

Purpose: A strategic marketing plan serves several purposes within the hospitality:

• Road map for all marketing activities
• Forces marketing management team to review and think through objectively all steps in the marketing process.
• Assist in the budgeting process to match resources with marketing objectives
• Internal Score Card (Monitor actual vs. expected results)

Section One:

1. S.W.O.T Analysis: is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. The technique is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.

(See SWOT template)

1. B. Executive Summary: (Limited to two (2) pages) Use short sentences and short paragraphs. Organize the summary as follows: describe next year’s recommended objectives; briefly describe your recommended marketing strategies that will meet the goals and objectives and identify key resources needed.