1 Industry Definition2
For the purpose of this business report the global brewing industry is defined as
the group of those companies, that are producing beer and operate on a national or
a global scale. For diversified companies the report focuses on the beer brewing
activities of those respective firms.
2 The Industry's Current Position3
As already predicted by Stewart Gilliland4 of Whitbread PLC as well as many
other industry experts, during the last two years crucial developments have taken
place. First, in terms of industry concentration and global expansion of dominant
players. Second in terms of consumer taste and behaviour which again had an
impact on company's strategies and product portfolios.
2.1 The Markets
The industry's main markets are Western Europe, Eastern Europe, America
including North- and South America, Africa and Asia including China and India.
In each of those regions the industry is in a completely different stage of the
industry lifecycle.5 Moreover population and per capita consumption indicate
growth opportunities and hence potential attractiveness of the respective markets.6
(See: Appendix A and B) [...]
2 "If industries are defined by competitive relationships among firms (…)" Grant, Robert M.
(1998), Contemporary Strategic Analysis, p. 85
3 For the purpose of this report the "position of an industry" is defined as the stage of the industry
within the industry life cycle.
4 "The beer market will change more in the next 5 years than it has in the last 15.", Stewart
Gilliland, Sales & Marketing Director of Whitbread PLC (today part of the Interbrew group),
quoted by The Grocer, 6ht May 2000, in Key Note on "Premium Lagers, Beers & Ciders", Market
Report Plus 2000
5 Heineken, Annual Report 2001, Report of the Executive Board, p. 15
6 Saul Klein (2000), "South African Breweries: Achieving Growth in the Global Beer Market",
ECCH-Collection, p. 6
Table of Contents
- Industry Definition
- The Industry's Current Position
- The Markets
- The Players
- The Industry Structure
- The Macro-environmental Influence
- The Micro-environmental Influence
- Globalisation Potential of the Beer Industry
- Relevant Globalisation Drivers
- Outlook on Future Industry Development
Objectives and Key Themes
This business report examines the global brewing industry, focusing on its current position and future development. The report analyzes the industry's structure, key players, and the impact of globalization on its future.
- Industry Concentration and Global Expansion of Dominant Players
- Consumer Taste and Behaviour and its Impact on Company Strategies and Product Portfolios
- Growth Opportunities in Different Market Regions
- The Role of Regional Preferences and Local Brands in the Industry
- The Impact of Globalization on the Beer Market
Chapter Summaries
Chapter 1 defines the global brewing industry as the group of companies producing beer on a national or global scale.
Chapter 2 analyzes the industry's current position, noting the significant developments in industry concentration and global expansion of dominant players. The chapter discusses the different stages of the industry lifecycle in various regions and highlights the importance of understanding consumer taste and behaviour. The markets section focuses on the regions with stable or declining beer consumption and those with growing demand. The players section discusses the distinction between regional and global players, highlighting the importance of local preferences in traditional markets. Chapter 2 also mentions the rapid concentration of breweries in mature markets like Western Europe and America and the expansion of global players into emerging markets such as Asia, Latin America, and Eastern Europe.
Chapter 3 explores the industry structure, analyzing both the macro-environmental and micro-environmental influences on the industry. The macro-environmental influence examines the impact of factors such as economic conditions, political stability, and technological advancements on the industry. The micro-environmental influence delves into the competitive landscape, including factors like rivalry among existing firms, the threat of new entrants, and the bargaining power of buyers and suppliers.
Chapter 4 investigates the globalization potential of the beer industry. The chapter identifies relevant globalization drivers, such as the increasing demand for international brands, the expansion of global distribution networks, and the emergence of new markets. It also discusses the outlook for future industry development, considering factors such as technological innovation, changing consumer preferences, and the impact of government regulations.
Keywords
This business report focuses on the global brewing industry, including key terms and concepts such as industry concentration, global expansion, consumer taste, market regions, regional preferences, local brands, globalization drivers, and industry development.
- Quote paper
- Johannes Hartmann (Author), 2003, The Global Brewing Industry, Munich, GRIN Verlag, https://www.grin.com/document/19513
