Estimated share of beer sales consumed in private homes (%)
The table above shows that how much beer is consumed at home, it shows that is a market for selling beer to be consumed in countries such as Denmark, Italy, Finland, and Germany. BBC could market their products at people who drink at home in these countries because there is a market for them.
Beer production by container
As you can see from the above table is the production in which the beer is contained. As BBC produce bottled beer you can see from the above table is that in Denmark the beer is bottled the most, this can be a country where the company could sell their product because Denmark has the highest percentage of production.
Also you can see from the above table is that overall in the EU the beer sold is bottled and it has a advantage for the BBC.
Competition from EU Breweries
As you can see from the above table is that BBC are faced with very fierce competition from the European brewers. From the table above you can see that German brewers will be tough competition, because they have over 1,270 breweries in the country, with these breweries you can tell that they will have a bigger market share in the EU market. Also the Belgium’s have the second highest market share, and the Fins, have the lowest number of breweries, which means that they will have a lower market share in the EU.
Overall the BBC will have fierce competition from breweries in the EU, because each of them will be trying to grab a piece of the market share.
Strategic and operational recommendations
The BBC should maximise the market by entering these countries, France, Italy and Belgium. This is because I feel that in Belgium beer production is 49%, this is not good but, but BBC beer is sold in a bottle, this could be a advantage for the BBC because the Belgium’s might be used to drinking bottled beer which the BBC can be market their beer much easily, also for the Belgium’s it might not be that much of a change because it will be bottled beer. Also the BBC should go into Belgium because they are not that much of beer drinkers, this might be bad, or it can be good. BBC could market their product so that it will change the Belgium’s habits into drinking beer, by marketing the traditional beer.
For Italy BBC should maximise their market by because there are only 16 breweries in Italy, and they will not be producing that much beer, as other countries. By this the BBC could market the beer as the old English traditional beer, because they will not have that much competitors from the locals because they produce their beer in barrels drought beer, and they probably be used to the German beer. The BBC bottled beer will make a change for the Italians, but it will be hard because they love their wine.
For France the BBC should maximise their market by introducing the traditional beer, because the French are famous for their cheap wine, people tend to purchase the wine instead of the beer. But with this there are 20 breweries in France in total, mainly producing drought beer. By marketing the product as new bottled traditional beer they can maximise the markets and attract new customers. But also this will be hard because the French prefer the wine.
By entering these countries BBC, will be successful because their markets in these countries especially in France because they are used to the wine, by introducing the traditional English bottled beer will attract the French to purchase the beer, also in Italy and Belgium. Also France and Italy do not have that many breweries this will be a advantage because their will less competition from the local breweries, and it will be hard to attract consumers from wine.