Firestone Walker Global Case Study

Firestone Walker Beer

Jessie Agular, Jeffrey Whitson, and Jonathan Vu

Firestone Beer 3

Company goals 3

Financial Resources 4

Non-Financial Resources 4

Current Trends and Practice 5

Product Capacity 6

Export Readiness Assessment 7

Target Market 8

Potential Markets 8

Market Assessment 9

Best Target Market 10

Economic Overview 11

U.S Market Position 12

Domestic and Target Country Competition 12

Product Market Trends 15

Transportation 17

Domestic Sector 17

Product 17

Product Characteristics 18

Product Packaging 19

Product Handling 19

Pricing 20

International Pricing Issues 21

Market Price 26

Pricing Strategy 27

Unit Price 27

Profit 28

Market Entry 28

General Strategy 29

Promotional Strategy 30

Action Plan 30

Firestone Beer

The Firestone Walker Brewing Company was created in 1996 by David Walker, an expatriate Brit and his brother in-law, Andrew Firestone. Nestled in the central coast of California, this wine turned small brewery has made some major leaps in the craft brew market, winning various awards. To understand Firestone Walker and its philosophy, its origins and inception need to visited. Andrew Firestone, co-owner of Firestone Walker, began his life surrounded by vineyards and tires. Andrew is the great grandson of Harvey Firestone, the creator of Firestone tires and rubber. Andrew grew up around their family’s vineyard in Los Olivos, California. He spent much of his childhood observing and understanding the winemaking process. At a young age, Andrew knew he wanted to be a brew but believe it would be in wine. It was not until he met his brother-in-law, that the product began to shift from wines to beers.