Analyze Case Study “Global Forces and the European Brewing Industry”

In: Business and Management

Submitted By thanhloan208
Words 2220
Pages 9
EXECUTIVE SUMMARY

According to Powell (2003), strategic management is considered as a crucial factor to firms’ development and expansion because it deputizes the science of crafting and making initiatives systematically in both short and long periods directed at wining firm’s goals. Firm’s mission statement, vision and strategies are inherently tied, and constitute the key concepts that allow a firm to obligate such objectives. Along with this, the firm strategy has to be immediately fixed and improved to move in conjunction with the needs of the external environment (Stead et al., 2004).
Understanding the importance of strategic management, the report’s purpose is to exploit supplied information from the case study “Global forces and the European brewing industry” to carry out the external environment analysis which uses PESTEL and Five Forces Models. Basing on the achievements from the industry analysis, a further analysis called strategic groups which based from strengths and weaknesses of four brewing firms is made to categorize each kind of firms. References from books, journal articles were used to providing proper prove for supporting the trend in the case.

INTRODUCTION

The case study reflects how international forces have influence on European brewing industry as well as how such breweries firms has tried to overcome the difficulties. Despite of the fact that the European governments have enforced some restrictions and carried out a campaign against alcohol, these firms still tried their best in order to increase growth rate via alliances, acquisitions and closures within the brewing market. Firms are focusing on broadening their appearances in other marketplaces while several of firms are mustering on innovating and branding their products. Furthermore, they also pay much attention to cut down cots, including…...

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