This paper "Strategic Management with Corporate Governance" discusses strategic considerations caused by Penrith and Durgan to undertake changes in the scope and direction of the company over the last decade, as well as why these changes have been so successful…
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The management has been a firm believer in being innovative in approach since the beginning. But it started leading the industry ever since the company became the first brewer to put Best Bitter into a can. P&D was therefore on the trail of regular updates.
The drinking habits of consumers have undergone significant changes over the last couple of years. For example, beer consumption at home has increased as the retail outlets are proving to be a convenient way of purchasing the canned and bottled items.
The popularity of Lager is on the rise, as it is proving to be much popular amongst the youth. This particular segment is a huge market for beer. Once the company is able to convince the youth about the quality and convert them into loyal customers, the association is bound to remain for many more years.
The lighter and lager-type is gaining an upper hand as compared to the traditional real ales. As the figures indicate the sale of ale and stout types has declined from 48.6 percent in 1992 to 29.3 percent in the year 2008. While on the other hand, the sale of lager has gone up from 51.4 percent in 1992 to 69.5 percent in 2008.
Health concerns arising out of alcoholic drinks have also resulted in putting off the health-conscious segment of consumers. Figures indicate that total beer sales for 2008 are down by 22 percent as compared to the peak in 1979.
It is quite clear from the case study that the changes adopted by P&D have been quite successful so far because the management has been able to analyze the prevailing circumstances in the market quite well. Terry & Franklin (1994) define management as ‘a distinct process consisting of activities of planning, organizing, actuating and controlling, performed to determine and accomplish stated objectives with the use of human beings and other resources’.
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