The Case of Taybeh Beer - 5966 Words

The Case of Taybeh Brewing Company 1. Conduct a SWOT Analysis for Taybeh Brewing Company Strengths Strengths are the internal characteristics of the company that give it an advantage over others in the industry. Such strengths are: - Strategic market segmentation and implementation strategies. Taybeh focuses on sophisticated and educated beer drinkers. -Diversified market segments: ensuring the lack of dependency on one particular market. - The First Microbrewery in the Middle East. Being a first mover helps with success. - Hand- crafted natural alcoholic beer that complies with German purity laws. - Family owned microbrewery with focused owners and a good reputation - Produced in small batches to ensure premium†¦show more content†¦Executive Summary Once brewed in ancient Egypt thousands of years ago, beer is now brewed in Palestine. One of the first micro-breweries in the Middle East, the brewing company was established in 1994 and is located in Taybeh -- a Palestinian Christian village in the West Bank located 20 miles from Jerusalem. The first beer was produced in 1995. Taybeh beer was the first Palestinian product to be franchised in Germany, where it was brewed and bottled for sale in Europe. Taybeh beer is considered unique because it is made according to the German purity law of 500 years ago which states that the beer should be made out of four basic natural ingredients: malt, hops, pure water, and yeast, following every aspect of the German brewing process. Taybeh beer produces three varieties: Golden, Light, and Dark. The Taybeh brewery was born in the years of optimism that followed the Oslo peace accords in the mid-1990s, a time when Palestinians and Israelis hoped an end to their conflict was in sight. Nadim Khoury had left the village years before and was living in Boston in the United States, where he had taught himself to brew beer at home. His family encouraged him to return to the Palestine. Nadim is the production manager and CEO, his brother David is the financial manager and sister Grace is the marketing manager. All of them have high degrees in business administration. No bank or aid agency would