Business leaders venturing in the microbrewing business sector experience long delays due to federal, state, and city requirements unique to this industry. The purpose of this multiple case study was to explore strategies used by microbrewers in cases bounded by the fulfillment of the same licensing requirements to launch a microbrewery in Madison County, Alabama. The dynamic capabilities framework served as the conceptual framework for this study. A purposive sampling of 4 microbrewers who possessed tacit knowledge about the microbrewery licensure process participated in face-to-face semistructured interviews providing in-depth information about their strategic approaches. The overarching research question addressed the strategic approaches microbrewers used to complete the microbrewery licensure process. Data analysis included the verbatim transcription of interviews coded for common patterns and themes. The following themes emerged from the data analysis: learning from other brewers, flexible strategic approach, establishing a brewery first, attaining licensing second, business planning strategies, and regulatory echelons for microbrewing licensing. The 4 participants reported that learning from other brewers and applying a flexible strategic approach were the preferred strategies to navigate the licensure process in becoming a commercial microbrewer. The implications for social change include reduction in gap between understanding and effective strategies to fulfill microbrewing licensing that could benefit communities by promoting business creation, employment, and added taxation revenue from craft beers produced, sold, and consumed locally.

Orientador: Fabricio Gallo / Resumo: Nos últimos anos, o setor cervejeiro brasileiro passou por diversas mudanças e o crescente interesse da população pela cerveja trouxe ao Brasil diversos investidores estrangeiros e abriu as portas para que pequenos produtores pudessem trazer a público o seu produto diferenciado. As chamadas “cervejas especiais”, que contam com características exclusivas tais como cor, aromas e sabores diferenciados, passaram a ser apreciadas pelo brasileiro e hoje correspondem a 1% do consumo nacional. O número de microcervejarias registradas em órgãos oficiais passa de poucas dezenas nos anos 2000 para aproximadamente 700 em 2018. Além disso, diversos eventos e feiras são realizados anualmente no intuito de aproximar o produto do consumidor e atrair cada vez mais pessoas ao mercado. Pode-se apontar que no setor cervejeiro um rearranjo no circuito espacial da produção e um novo círculo de cooperação no espaço vem se articulando no território brasileiro, já que todo um conjunto de novas microcervejarias vem se instalando em distintas partes do território nacional, sobretudo no estado de São Paulo. Sob a ótica produtiva, este fato acarreta todo um novo sistema logístico de distribuição dos pequenos lotes produzidos, já que para os pequenos produtores (microcervejarias ou artesanais independentes) o custo do frete passa a ser um elemento imperativo na distribuição da bebida em maior escala. / Abstract: In recent years, the Brazilian brewery has undergone several changes and the population's growing interest in beer has brought to Brazil several foreign investors and opened the door for small producers to bring their differentiated product to the public. The so-called "special beers", which have exclusive characteristics such as color, aromas and different flavors, are now appreciated by the Brazilian and today correspond to 1% of national consumption. The number of microbreweries registered in official bodies goes from a few dozen in the years 2000 to approximately 700 in 2018. In addition, several events and fairs are held annually in order to bring the product closer to the consumer and attract more and more people to the market. It can be pointed out that in the brewing sector a rearrangement in the spatial circuit of production and a new circle of cooperation in space has been articulated in the Brazilian territory, since a whole set of new microbreweries has been installed in different parts of the national territory, state of São Paulo. From the productive point of view, this fact entails a whole new logistic system of distribution of the small lots produced, since for the small producers (microbreweries or independent artisans) the cost of freight becomes an imperative element in the distribution of the drink on a larger scale. / Mestre

The aim of this master's thesis is to demonstrate a business plan tailored for a microbrewery located in the city of Tábor. The thesis consists of two sections. The first being a theoretical part introducing entrepreneurship in general and its application into the small and medium enterprises sector. Furthermore it describes the business plan as a document which includes recommended sections and basic approach of developing an advanced business plan. The other part is the detached microbrewery business plan itself. The business plan main focus points are brewery industry overview, defining the business intention, proposal of each part of such project and the overall viability prospects of the project under the given conditions. Main user of the business plan ought to be used by the entrepreneur himself.

The aim of the masters thesis is to analyse the risk of the strategic and financial plan of a microbrewery as well as to decide whether the proposed investment project is feasible due to identified information of risk. The thesis describes and analyzes the environment of the particular enterprise by implementing a PEST Analysis, Porters Five Forces analysis, Financial Analysis, Internal Analysis and a SWOT Analysis. The result of the strategic analyses are implemented to propose an investment project with the appropriate financial plan of the investment and the Net Present Value calculation. The key risk factor is identified by implementing the Monte Carlo simulation followed by a Sensitivity Analysis and the impact of the key risk factor is analysed consecutively. Considering all the previous analyses and also ascertained information the recommendation is made to realize the investment as the result of the thesis.

The main goal of the thesis is to propose a business plan for establishment and development of a microbrewery.

The microbrewery industry is the fastest growing industry in Sweden. In seven years, the industry has grown by 832 percent. The dramatic increase of microbreweries has led to a highly competitive business environment for these entrepreneurs. This calls for microbreweries to develop strategies for how to stand out in this increasingly competitive environment, i.e., create competitive advantages. However, previous studies have shown that craft entrepreneurs do not strive to achieve traditional economic objectives as the competitive strategy research field suggest that companies have. Hence, traditional competitive strategies may not be applicable for these entrepreneurs. The purpose of this study was therefore to develop an understanding how motivational factors affect craft entrepreneurs’ competitive strategy. To fulfill the purpose, we conducted a case study on microbrewers within the northern region of Sweden. We used a qualitative research methodology where we conducted semi-structured interviews. Seven microbreweries participated in the study. We found that craft entrepreneurs’ motivations for why they started and maintained their microbreweries were mainly because of their passion and interest for the craft and therefore this was their primary objective. However, they perceived profit as a necessity that would enable them to achieve their primary objective. Therefore, we found that these entrepreneurs have dual objectives. We also found that entrepreneurs’ motivations affected their competitive strategies. These entrepreneur’s dual objectives caused some dilemmas when the two objectives contrasted each other. We saw tendencies that this created tension among these entrepreneurs when they had to balance the two objectives of generating profit and achieving objectives related to their passion and interest for the craft. Further, we found that these tensions caused implications on the entrepreneurs’ perception of competitive strategy.  Their perception of competitive strategy differed from traditional theory in three areas. Firstly, they had a resistance to grow their businesses. Secondly, they had a resistance for product/market development. And lastly, they experienced a low level of ambiguity when competing and cooperating simultaneously. In this study, we have been able to deepen the knowledge of craft entrepreneurs and how their motivations affect their competitive strategy. This is a first step in developing an understanding of how additional objectives to profit can cause implications for competitiveness.

The project involves the design and solution of restaurant with microbrewery and accommodations. This is a new building on the land plot no. 2739, which is located in Golčův Jeníkov and situated in the middle of plat. Entrance to object and disposition inside the building is has barrier-free solution. Restaurant with microbrewery is designed for a capacity of 120 people in restaurant and 30 places to sit in lounge bar. Total capacity of boarding house is 21 beds. One double room is designed has barrier-free solution. Structural system of restaurant with microbrewery is combined, which is formed in one part of precast concrete frame S 1.2 and in other part of wall structural system. They are designed reinforced concrete columns about dimensions 0,4x0,4 m with axial distance 6x8 m. Masonry part of the building and infill wall in above-ground floors is lined with ceramic blocks of the type therm. Infill wall in the basement is formed of permanent formwork. The building is insulated a contact thermal insulation with an insulation of thickness 130 mm. Internal loadbearing and non-load-bearing wall in basement and in first floor are lined with ceramic blocks type therm and in second floor they are designed plasterboard partitions. The building is covered with a warm flat roof. Loadbearing structure of roof and ceilings structure are formed prestressed concrete floor slabs SPIROLL. Floor assembly is burdened with river stones of thickness 120 mm.

Idag finns ett stort utbud av varumärken och ölsorter på Systembolaget och detblir allt viktigare att synas bland alla konkurrenter i butikshyllan. I takt med attkonkurrensen ökar räcker det inte längre att enbart kunna distribuera ett gott öl,även paketeringen behöver vara intressant och trovärdig.Syftet med studien är att undersöka om det visuella uttrycket påverkarkonsumentens val av öl i butik. Syftet är dessutom att undersöka om det finnsett segment konsumenter av målgruppen som köper öl, som är mer eller mindrebenägna att köpa öl med ett mer okonventionellt visuellt uttryck i etiketten.Studien förväntas även kunna påvisa gemensamma drag för konsumenten i dettasegment.Följande frågeställningar togs fram för att utreda detta ämne: vad i öletikettensvisuella uttryck påverkar konsumentens val av öl i butik, eller finns det andrafaktorer som är avgörande för köpbeslutet? Samt: om det finns, vad ärutmärkande drag hos konsumenter som har en tendens att köpa öl med ett merokonventionellt visuellt uttryck i etiketten? För att svara på våra frågeställningargenomfördes en kartläggning med hjälp av en webbenkät riktad tillkonsumenten samt semistrukturerade intervjuer med sakkunniga inombranschen.Resultatet visar att ölets karaktär påverkar konsumentens köpbeslut mest menäven etikettens design, pris och förpackning är avgörande påverkansfaktorer påköpbeslutet. Illustrationer och andra konstnärliga inslag i etiketten är detvisuella uttryck som påverkar målgruppen mest. Den typiska konsumenten är32 år, bor i stad, har en högre utbildning, är student och/eller heltidsanställd, harmat och dryck som intresse, är nyfiken och spontan och uppfattas somlivsnjutare av andra.Slutsatsen är att det finns ett segment konsumenter som är målgrupp för öl medett mer okonventionellt uttryck i sina etiketter. Vi kan även se att detta segmenthar gemensamma drag i form av intressen och dylikt. Studien pekar även på attdet visuella uttrycket påverkar konsumentens val av öl i butik. / Today, there is a large selection of brands and beers at Systembolaget and it’sbecoming increasingly important to be visible among all competitors on thestore shelf. As competition increases, it is no longer enough just to be able todistribute a good beer, even the packaging needs to be interesting and credible.The purpose of this study is to investigate whether the visual expressioninfluences the consumer's choice of beer in the store. The purpose is also toinvestigate whether there is a segment of consumers of the target group whobuy beer, who are more or less inclined to buy beer with a more unconventionalvisual expression in the label. The study is also expected to demonstratecommon features for the consumer in this segment.The following issues were raised to investigate this topic: what, in the beerlabel's visual expression, affects the consumer's choice of beer in the store, orare there other factors that are crucial to the purchase decision? Also: if thereare, what are the distinctive features of consumers who tend to buy beer with amore unconventional visual expression in the label? To answer our questions, asurvey was conducted using a web survey addressed to the consumer as well assemi-structured interviews with experts in the industry.The result shows that the nature of beer influences the consumer's buyingdecision the most, but the label's design, price and packaging are also decisivefactors in the buying decision. Illustrations and other artistic elements in thelabel are the visual expressions that affect the target audience most. The typicalconsumer is 32 years old, lives in the city, has a higher education, is a studentand / or full-time employee, has food and drink as an interest, is curious andspontaneous and is perceived as enjoying life by others.The conclusion is that there is a segment of consumers who are the target groupfor beer with a more unconventional expression in their labels. We can also seethat this segment has common features in the form of interests and suchlike.The study also indicates that the visual expression affects the consumer's choiceof beer in the store.