Sanjay, the ceo of animation studio designx, has retired. his successor, michael, decides to give the company a makeover. to make designx more successful, michael introduces some changes. he believes that projects will be finished faster if work happened round the clock, so he extends working hours to 24 hours by introducing night shifts. he purchases licensed copies of an innovative new animation software. he enters into a contract with a smaller studio for outsourcing smaller projects. he wants his staff to be on par with the best in the industry, so he organizes free training workshops to upgrade the skills of in-house animators.

Anheuser-busch inbev is considering you for an entry-level brand management position. you have been asked to prepare an analysis of the u.s. craft beer industry as part of the selection process. prepare a 3-5 page report that includes a description of the industry’s strategically relevant macro-environmental components, evaluates competition in the industry, assesses drivers of change and industry dynamics, and lists industry key success factors. the company’s management also asks that you propose the basic elements of a strategic action plan that will allow the company to improve its competitive position in the market for craft beer. you must provide a heading in your report for each of the required elements of the assignment.