Pestel Analysis

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* Government organising public events in order to make public aware about the effects of alcohol consumption on the health.  * Government is imposing restrictions on consumption of beer and alcohol products.  * If anyone is influenced by alcohol in doing crime they are fined with high penalty.

This initiative taken by the government was one of the reasons that transformed the buying behaviour of European market. Though would be classified under the head of social analysis the government intervention has caused the change in buying behaviour. 

* The government restrictions have lead to increase in sales of alcohol in supermarket. * Government campaigning and restriction on drinking resulted in decrease in the sale of alcohol product consumption in clubs and pubs. * Companies are trying to achieve economic of scale through cost reduction. * Brewing companies are engaged in various marketing strategy to grow their market through acquisition, mergers and introducing premium products. * Super markets are offering cut price offers.

* Rise in packaging cost


* Growing number of people aware of health conscious and fitness * Because of beer side affect such as bloating, weight gain and gas people could have been swayed to consume other alcohol beverages * The trend in drinking at home is rising because of the government intervention


Technology had brought in efficiency and improved production. Technology had definitely helped in receiving information and had helped in various departments. However as a result of incessant research and development the manufacturing units not only were able to obtaining the economies of scale but also over produced. This actually encouraged players to search for the market. 


Pollution (A large number of glass and can consuming increases the environmental pollution) Energy consuming


Lot of Mergers...
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