Global Forces and the European Brewing Industry

The first 200 words of this essay...

Case Study

Global Forces and the European Brewing Industry

Questions;

1. Using the data from the case study (and any other sources available), carry out for the European brewing industry;

i. PESTEL analysis

ii. A five forces analysis

What do you conclude?

2. For the four breweries outlined above explain;

a. How these trends will impact differently on these different companies

b. The relative strengths and weaknesses of each company.

1)

Introduction

Refering to the case study on page 91, (Exploring Corporate Stragey, Johnson, Scholes and Whittington) an analysis has been carried out using PESTEL analysis and Porter's five forces.

PESTEL Analysis

PESTEL is a method of analysing the macro-environment of an organisation. It stands for political, economic, social, technological, environmental and legal. Each of these areas is explored and the data gathered is used to identify the key drivers of change.

Political

Recent campaign by the government to reduce drink driving and binge drinking have resulted in a decline in beer consumption. Also, the introduction of the 'No Smoking in public buildings' law would have an impact on people drinking in