Beweries Market

 Government European are strongly against drunken driving. (-)

P

 Economic crisis in Europe (-)
 Pub (retailer) are closing assively in Uk (and Europe) (-)
 Rate Beer consummation per capita decrease but varies widely between countries
 Development of BRIC and US market (+)

E

Economy

 Increasing awareness of the effect affect on health and fitness: “Binge drinking” (-)
 Wine is becoming popular in northern countries (-)
 The of trade is increased from 63 of volume (2000) to 67% in 2008 whereas pub decrease (-)
 Demand is changing (premium product, falovor beers) (+)

S

Society

T

Politics

Technology

Brewing
Industry

L

Legislation

 the European commission fined several brewer for price fixing (-)
 Law against drunk driving (-)
 Restriction on this age of the buyer (-)

E

Environment

Innovation to improve production (+)
Improve in packaging (+)

POTENTIAL NEW COMPETITORS

5/10

The threat is very low:
 The Market is very concentrated
 You can”t make economy of scales
 Need strong brands
 Access to supply and distribution channels
 Differentiation and market penetration costs
But some German retailer have success with their own
Beer label

CUSTOMERS
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COMPETITORS
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The bargaining power of customer depend of the retailer. Off Trade is more and more present (63% of volume,
67% in 2008) and have high bargaining power (Huge international companies, Market increasing, they can create their own brands, can cut prices…)
On trademarked have a less important Bargaining power because they are smaller and represent a less important market.

10/10

Industry knows more and more alliances and closure.
Nowadays, the suppliers are bigger, and the market is very concentrated
The Ten bigger companies accounted for more than 60% of the world share market even in Europe where there were many small players, the market is heavily