Secondly, the rising trend of health conscious lifestyle adopted among the drinkers might lose the customers in the long run. As Fullers operates in niche market, so there won’t be a massive loss, but after a longer period, there might be noticeable decrease in sales. As Fuller also operates in its hotel chains, so will not be affected much by this consumer trend.
Alcohol seems bypass the fact that it’s still a drug but it’s socially acceptable. In spite of this, in the long run many problems occur with the consumption of alcohol …show more content…
Unless new technology is introduced by competitors for cheaper production, then it needs to be considered by Fullers.
3.2 Porter’s 5 forces analysis evaluation.
Porter’s 5 forces analysis allows us to understand the overall market and its forces affecting the Fullers, as well give us a better understanding where company sits in.
According to porter’s 5 forces analysis (appendix 2) the evaluation figured out is that many suppliers are available in market and there is low differentiation in raw product, moreover suppliers have more of a need of fullers than fullers need them. Substitutes of beer are mainly wines; spirits etc. have perceived level of differentiation and higher alcohol level and different taste then ale beer. Market is more concentrated with different ale brewery companies and law regulations, import value and tax makes them slim in competition to sell international brand and more capital investment is required to enter into brewery business. All these elements makes fuller less affected by the bargaining power of supplier, threat of substitute product and threat of new