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A Market Study of the UK Beer Industry - Research Proposal Example

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This research proposal "A Market Study of the UK Beer Industry" reviews if the UK beer industry is indeed experiencing a decline and presents the strategic facets of the British brewing industry in a strategic setting or context. …
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A Market Study of the UK Beer Industry
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Download file to see previous pages Therefore, we are lead to the next best question: is the future of the industry set for domination by only a handful of key players, or do lucrative and strategic opportunities still exist for small players?
The current paper reviews if the UK beer industry is indeed experiencing a decline and presents the strategic facets of the British brewing industry in a strategic setting or context. The review of related literature begins with the changes that have befaced the industry within the last ten years. In the results and analysis section, there is a profound consideration of the factors that are distinct to the industry from the economic, strategic and marketing points of view. Following an assessment of these perspectives, the UK beer industry is consequently evaluated. Modifications in the regulation of the British industry and the strategic responses of management in the 1990s are then revisited. In addition, strategies for survival are likewise put forth.
This review of related literature looks first, over the last ten years, at the far-reaching changes that have taken place in the beer and pub retailing division. This has involved major restructuring and ownership changes after a chain of mergers and acquisitions, connected to innovatory activity regarding the way in which pubs are valued, and presented to the public. These new methods of valuing pubs and entering the market are explained. It then examines the impact these changes have had on the people involved and their responses based on over 120 interviews over a three-month period. It considers the effect on senior managers, pub managers, and bar staff in two public house retailing companies following a major purchase by a foreign-owned financial services sector company in particular.
At the end of the 1980s, the structure of the UK Beer Industry was mostly one of vertical integration (see Crompton, 1998).  ...Download file to see next pagesRead More
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