Sample cover letter for Internship position at Facebook

-Strengths:

High product portfolio, offering different tastes for different consumers (appealing different people).

Strong marketing campaign using social media, interaction with customers.

Relationships with local restaurants that would spread the product (successful partnerships).

Unique products like promotional varieties in different seasons.

Productive production with few employees.

Integrated marketing

Website

Location(no barriers in 2h distance apart from the one that is opening)

Brand represents the local environment (meaningful LOGO), identity and differentiates relating the brand to the community (associations)

Names of the beers are relatable

They have positive reviews/feedback, good image

Have attended different events, more accessible, more awareness

Premium/affordable prices

Launching of new products (7 now)

-Weaknesses

Limited production (only sells locally)

Opening times are limited

Mismanagement in the spending of money: production/marketing, etc.

Lack of resources (capital) for advertising compared to its competitors (great beer industries)

Limited communication (only social media)

Less experience than other companies with more than a 100 years of experience.

Image/reputation not impressive

-Opportunities

Beer industry in Canada is big and offers great opportunities.

Increasing number of customers demanding craft breweries (premiumization).

“Eat local movement” encouraged the local population to buy local products.

Female not being high consumers of beer (extending the target, segmentation). Need info to support this decision (Stats, data, etc.)

Increase in production

Most population is +19.

Extending product portfolio outside beer (t-shirts, cups, etc.)

Extending the distribution

Great number of students (big uni), interact with them

-Threats

Small and aging city, with slow number of young consumers (top craft brewery consumers).

Beer drinkers usually stayed with what was familiar (refused new things)

High competition of other craft breweries like Lake of Bays and Muskoka Brewery located in the same area

Pressure from other companies expanding their business and therefore being able to reduce costs.

Decrease in general beer consumption

Major players controlling the Canadian Beer Industry (Molson Coors Canada Inc, etc.) Oligopoly

Regulation not helping local small breweries by not allowing them to sell products to other retailers.

Indirect competition from international big grands

-Maybe change colour of the different products.