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PESTEL analysis of brewing industry
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BREWING INDUSTRY
PESTEL
POLITIC:
• responsible drinking + regulations
ECONOMIC :
• prices of raw material or inflation
SOCIAL
• Alcoholism, binge dringing
PESTEL
TECHNOLOGICAL:• modern equipments for environmental
managementENVIRONMENTAL:• producers turn to cans infinitely recyclableLEGAL:• acquisitions : Grolsch &SABMiller • mergers :InBev• strategic alliances
Porter’s five forcesPOTENTAL ENTRANTS: • basic equipments • specific knowledge• increasing VAT key
SUBSTITUDES: • wine consumption ↑
BUYERS:• wholesales – strong negotiating power
Porter’s five forces
SUPPLIERS: • not balanced• mutual dependence
COMPETITIVE RIVALRY:• high exit barriers• four leading breweries• market segmented• industry is saturated
InBev
• number 1 or 2 position in over 20 key markets
• 300 focus brands• 120000 employees in 25 different countries
worldwide• responsible drinking programs
Scottish & Newcastle
• Market leader in the UK, France, Russia
• Brands: Kronenbourg 1664, Fosters
• Weakness: closing brewery
• Carlsberg + Heineken: £ 7.8 billion
• The biggest brewery in Europe
• Owns more than 170 brands
• Acquires local companies, like Soproni
• Priorities : - revenue growth - improve efficiency - cost reduction- fast strategy fulfilment- focus on ”winner markets”
Grolsch• 2nd brewery in The Netherlands
• owner is the SABMiller (210 million hectolitre in 2009)
• Innovation: appearance,flavoured beers
• Brand
• Amsterdam-low-priced strong beers
Conclusions
• http://www.guardian.co.uk/business/2007/apr/18/7• http://archaeology.suite101.com/article.cfm/worlds-oldest-known-alcoho
lic-beverages
• http://www.heinekeninternational.com/content/live/files/downloads/History%20of%20Heineken.pdf
• http://www.ab-inbev.com/• http://www.grolsch.com/• http://www.guardian.co.uk/business/2008/jan/26/
fooddrinks.scottishandnewcastle• http://news.bbc.co.uk/2/hi/business/7322668.stm
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