Your Major Task:

This case study is designed to help learners understand key marketing and strategy concepts—such as vision, SWOT, 4Ps, and distribution—using Athletic Brewing Company as a real-world example. Through this guided case study analysis, you’ll apply theory to practice and deepen your understanding of how companies approach market entry and growth.

For this case study, imagine you are a consultant, your job is to analyze Athletic Brewing’s business model and distribution strategy, diagnose its biggest challenges, and recommend how the company should approach distribution and market entry in Ontario, Canada. Use the guided case study analysis structure below to organize your work and ensure you address all key aspects of the case study.

Case Overview:

Athletic Brewing Company is a trailblazer in the non-alcoholic craft beer industry. Founded in 2017, Athletic Brewing rapidly scaled in the U.S. and became a leader in the mindful drinking movement. As Athletic Brewing looks to expand further, including into the Canadian market, it faces new challenges in distribution strategy, competition, and consumer adoption.

Learning Objectives

By the end of the session, students will be able to:

• Apply business case analysis to a real-world situation.
• Identify strategic problems and evaluate market opportunities.
• Develop a distribution (Place) strategy using strategic planning tools.
• Recommend practical solutions aligned with company vision and market conditions.

Guided Case Analysis

1. Company’s Vision and Mission
   → What are Athletic Brewing’s guiding principles and goals?
2. SWOT or PESTEL Factors
   → Pick 2–3 relevant internal (SW) and external (OT or PESTEL) factors.
   Examples: health trends, alcohol regulations, economic conditions, brand strengths
3. Company’s Marketing Mix (4Ps)
   → Briefly identify key elements of Product, Price, Place, Promotion.
   Focus on “Place”: How did they distribute in the U.S. and what are options in Canada?
4. STP – Segmentation, Targeting, Positioning
   → Who is their core audience? How is the product positioned?
5. What Was the Problem?
   → Define the main challenge or market gap they are trying to address.
6. Was it Fixed? If Yes, How?
   → What strategy did they use in the U.S. and how successful was it?
7. Next Steps for the Company
   → What distribution strategy would you recommend for Canada/Ontario?
   Choose 1-2 options and justify.
8. Major Lesson of the Case
   → What did this company teach you about distribution strategy or market entry?

Core Topics to Cover: Place (Distribution) in Marketing

1. Definition and Role of Place

• What is “Place” in the marketing mix?
• How Place supports the product’s availability, convenience, and brand experience
• Relationship between Place strategy and target market preferences

2. Distribution Channels

• Direct vs. Indirect Distribution
  • DTC (direct-to-consumer) vs. intermediaries (retailers, wholesalers)
• Channel Levels
  • Zero-level (DTC), one-level (e.g., manufacturer → retailer → consumer), multi-level
• Channel Types
  • Brick-and-mortar, e-commerce, omnichannel, mobile, subscription-based

3. Channel Strategy and Structure

• Exclusive, Selective, and Intensive Distribution
  • When to use each and what industries they suit
• Channel design decisions
  • Based on product type, customer expectations, cost structure
• Channel conflict and cooperation

4. Retailing and Wholesaling

• Role of retailers and wholesalers
• Types of retailers (e.g., supermarkets, specialty stores, online platforms)
• Trends in retail (e.g., showrooming, click-and-collect, DTC brands)

5. Logistics and Supply Chain Management

• Inventory, transportation, warehousing
• Role of technology in logistics (e.g., real-time tracking, automation)
• Last-mile delivery and customer experience

6. E-commerce and Omnichannel Strategies

• Impact of digital transformation on Place
• Blending online and offline (e.g., BOPIS, social commerce)
• Global distribution via platforms (e.g., Amazon, Shopify, DTC websites)

7. Legal and Ethical Considerations

• Legal restrictions (e.g., alcohol laws like LCBO)
• Gray markets, parallel distribution, price fixing
• Ethical concerns (e.g., sustainability in delivery, labor issues in supply chain)

8. Strategic Alignment with STP

• How Place must reflect:
  • Segment behavior
  • Target market preferences
  • Positioning

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