Product & Product Assortment Strategy -There are a wide number of product strategy & product assortment decisions to be made once you have decided on your target audience and positioning.

These decisions include:

What product categories should we participate in?   At a minimum, you should consider non-alcoholic ciders and/or coolers, craft beer (with alcohol), branded merchandise (e.g., Exhibit 1 of the case).

What range of non-alcoholic beer styles should we offer (e.g., goldens, IPA's, darks, sours, pilseners, lagers, ambers, etc.)?  

Given that there are so many potential styles of beer, you are simply to determine whether we should have a focused strategy (e.g., 1 - 3 styles) or a broader strategy (4 or more styles).

Should we have a tight assortment (e.g., 3 - 4 flagship beers & 1 - 2 seasonal releases or brew combinations at any one time) or a wide assortment (e.g., 5 - 6 flagship beers, and multiple seasonal releases, pilot styles and brew collaborations)?

The decisions listed above are a sample of the decisions to be made.   There may and will be others that you need to identify, evaluate alternatives and provide a recommendation.

A criteria table is required for our product & product assortment decisions.

Using an appropriate set of close-ended criteria, you must assess each alternative.

The summary for each decision will state if you are recommending this alternative or not, and why?

Your product and product assortment strategy are simply the summation of all the individual decisions you have made.

for athletic Brewing: Crafting the Strategy for Non - Alcoholic Beer.