Maltmen Assignment: University of Strathclyde
The Incorporation of Maltmen in Glasgow sponsors an annual award for students in Hospitality and Tourism Management. This sponsorship is awarded to a student demonstrating academic excellence and application of class concepts on relevant practical cases through a written assignment and presentation.
We recently celebrated our 2nd annual Dragon’s Den style presentation of The Strathclyde University Maltmen Assignment, although this time rather than being surrounded by the splendour of the Great Hall it was all from the comfort of our Dens.
Many thanks and great credit to the course leader from the University of Strathclyde, Tom Bourkel who orchestrated the audience, students, Dragons and keen viewers with grace and competence and - as suggested at the end of the 3.5hr session - should Tom find any free time in his already busy days, a zoom host role awaits!
A big thank you to The Dragons too, who as Alastair Allan pointed out, is not in keeping with their preferred hospitality portrayal, but when it came to choosing an outright winner the decision was unanimous. Chloe Pearson was 2nd in the list of 7 to present and was outstanding both in delivery and content.
Credit must go to the other 6 students, who being within the top 10% of their class, displayed exceptional presentation skills: a really positive reflection on how prepared the younger generation are already for a future in front of a screen.
The beauty of our industry is that our passions will always be in face to face contact which was driven home by Course Leader Tom’s insistence that these presentations are live and not pre-recorded, and all present were in accordance that the event had been truly inspiring and really well delivered.
This is a brief abstract from Chloe’s Assignment, the full assignment shall be published soon...watch this space!
By Chloe Pearson
This project addresses the overarching topic of BrewDog’s global value chain. As a market leader within Scotland’s alcoholic drinks industry, BrewDog faces a lot of external pressure to be ethical and sustainable, which will be reflected throughout the paper.
A value chain analysis will find that the company has a strong corporate culture and manages their own production and procurement processes which allows for better control.
A Freeman’s stakeholder theory analysis will identify the Scottish Government and competitors as being of paramount importance, while using Porter’s Five Forces.
This will be followed by a PESTEL analysis of key barriers BrewDog face, such as pressure to be environmentally friendly and obesity issues.
Value chain upgrades will then be recommended based around these issues and how to counteract them, such as low-calorie beers, locally sourced ingredients, and binge drinking education.
This will also incorporate the Triple Bottom Line concept which involves considering economic, environmental, and social issues in any business’ decision-making.
Overall, it will be concluded that BrewDog have made significant process towards being sustainable and ethical, but more can be done.
