Blackrocks: Craft Brewing From Hobby To Business: Applying Strategic Management To The Small Firm

Abstract

Blackrocks, a craft beer start-up company, first opened in Marquette, Michigan, a town of 20,000 residents, in 2010. The business evolved around a friendship and a mutual interest in craft beer and is located in Marquettes Village, an area close to the local university consisting of several full-service restaurants, sandwich shops, bars, and retail shops. The Village considers itself an independent retail section of Marquette.

The ambience of Blackrocks is fun and good times. People of all ages are attracted to the bar to enjoy craft beer with their family and friends. The physical setting is rustic with a current capacity of 50 customers (soon to expand to 100 customers). Customers can bring in their own food or call a local eatery for pizza or sandwich delivery.

Blackrocks has a very loose organizational structure which has worked well in the past. This case will allow students to identify the problems faced by Blackrocks in todays economy; to describe the internal and external environment of Blackrocks; to identify their core competencies; to identify Blackrocks strengths, weaknesses, opportunities, and threats; and to develop management strategies which could further enhance the business and help them attain their mission and goals.