The German Beer Industry: Case Study
Coursework: Economic & Political Environment of International Business
Is the End of the German Beer Industry Near?
1. Discuss how the changing technological environment present international threats and opportunities to the German beer industry.
To discuss how changing technological environment presents international threats and opportunities for the German beer industry, the term of changing technological environment has to be explained. The literature distinguishes between a micro environment and a macro environment. Micro environment concludes factors, which are directly influenced by a company. These factors are organizational – Marketing-Mix, Structure, processes etc. Macro environment contains political decisions, cultural and social changes and technological changes (Lee and Carter, 2009).
Technological changes can include three sections to improve business processes of companies. The First is through technological innovations in products and processes. For instance producing processes in different Industries are much easier and faster today than before 30 years. Product life cycles are less long today – modern technology allows permanent improvements and innovative new products detach older products. That is a Development of modern Industries, which can be observed (Dicken, 2011).
The second one is through communication and information. Technology increases productivity by time saving devices and allowing companies to work in collaboration with team members within a Network, who are not present or the ability of fast access to data from anywhere of the world (Obele, 2004).
Furthermore modern Technology allows companies to do consumer or market research in a very short time, especially through the internet which provides opportunities for companies to enter new markets across several countries and regions in a very fast and easy way now (Litan et al., 2010).
The third one is through mobility and innovation in transportation. Today
Is the End of the German Beer Industry Near?
1. Discuss how the changing technological environment present international threats and opportunities to the German beer industry.
To discuss how changing technological environment presents international threats and opportunities for the German beer industry, the term of changing technological environment has to be explained. The literature distinguishes between a micro environment and a macro environment. Micro environment concludes factors, which are directly influenced by a company. These factors are organizational – Marketing-Mix, Structure, processes etc. Macro environment contains political decisions, cultural and social changes and technological changes (Lee and Carter, 2009).
Technological changes can include three sections to improve business processes of companies. The First is through technological innovations in products and processes. For instance producing processes in different Industries are much easier and faster today than before 30 years. Product life cycles are less long today – modern technology allows permanent improvements and innovative new products detach older products. That is a Development of modern Industries, which can be observed (Dicken, 2011).
The second one is through communication and information. Technology increases productivity by time saving devices and allowing companies to work in collaboration with team members within a Network, who are not present or the ability of fast access to data from anywhere of the world (Obele, 2004).
Furthermore modern Technology allows companies to do consumer or market research in a very short time, especially through the internet which provides opportunities for companies to enter new markets across several countries and regions in a very fast and easy way now (Litan et al., 2010).
The third one is through mobility and innovation in transportation. Today