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Essay / Research Paper Abstract
This 5 page paper examines the way in which the UK beer industry is developing. The paper starts by looking at current performance and trends and then looks at the strategic responses that have emerged to the poor performance, including exports and acquisitions. The bibliography cites 9 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEbbrewr.rtf
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Unformatted sample text from the term paper:
the UK by only 1.6% between 2000 and 2001 to ?3.6 billion (Euromonitor, 2002). The actual level of consumption has been declining, with 2001 seeing beer consumption reach a thirty
year low (Modern Brewery Age, 2001), to the current level of less than 100 litres per consumer (Euromonitor, 2002). The consumption figure dropped by 3.7% form 2000 (Modern
Brewery Age, 2001). This has meant that the brewery industry has had to adapt and change, and is still undergoing this change. To appreciate this both UK position and the
international interaction need to be examined as brewing is an international rather than a national market. The market leader in the UK is Scottish Courage which has a 29%
share of the UK market hen measured in volume (Euromonitor, 2002). The most popular sector are the branded lagers, it is also this market that has the most spent in
terms of advertising budgets (Euromonitor, 2002). In terms of structure the concentration is high, with 66% of the off and on licence beer market held by three companies, Scottish &
Newcastle Plc had a turnover of ?4.5 billion, Whitbread Plc had a turnover of ?3 billion, Interbrew SA, present in the UK though acquisitions made a turnover of ?7.3
billion and Carlsberg DKK4.6 billion (Euromonitor, 2002). These figures indicate that the turnover include many export sales and a reliance on the global market as well as other products
or enterprises in addition to brewing. There are forecasts that indicate there will be future growth in the UK beer market, but only by 1.2% reaching ?3.921 billion by
2006. This means that the market may be seen as reaching a mature stage. It is during the mature stage that an industry structure will change. By this stage the
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