UK Brewing Industry Assignment Example | Topics and Well Written Essays - 2000 words

UK Brewing Industry - Assignment ExampleIt is irrefutable that the brewing industry and its merchandise in UK have significantly changed over the years. It should be noted that most of the common assumptions and preconceptions of manufacturers about their distribution bring and consumer preferences are in a flash obsolete. Thus, Coors Brewers Ltd. (Coors) needs to institute a change of strategical directions in order to answer for for these important developments and trends.This report card generally aims to identify the various future strategic options for Coors. The first section entrust conduct an environmental scanning which will examine the different changes in the market of the business organisation. Secondly, this report will briefly outline its recommendations on how Coors can further enhance its performance by victimization its strengths and core competence to take advantage of the opportunities in the UK market. These will be conducted through the use of strategic ma nagement tools specifically the Ansoff Matrix.The market for boozer drinks is a very important sector in the UK market. It should be noted that the brewery sector generates more revenue than the other large industries like clothing, motor vehicles, tobacco, and confectionary. However, there has been a decreasing trend in alcohol habit within UK households. It also noted that the traditional beer consumption in public houses is now overshadowed by the increasing consumer preference to consume brewed products at home as this is perceived to be more socially acceptable.The major trends in the UK brewing industry are identify as follows there is a growing female and mixed group influence going to a public house is a leisure activity consumption is often driven by intimacy and events in both on-and off-trade premium beers are becoming an important sector there is wide election of outlets and there is a wide choice of brands. In addition, it should also be added that breweries which c ompete with Coors are now dismantling their previously owned public house estates. The younger generation also has the inclination to lagers which is a high profit segment for brewers. These diversions from the traditional market conditions posts many strategic options for Coors and other players in the UK alcoholic drinks market.The Ansoff MatrixThe Ansoffs Matrixis a tool in strategic management which is utilised in order to advocate in deciding the product and market growth strategy of a company. After its publication in the Harvard Business Review in 1957 in an article entitled, Strategies for Diversification, this strategic management tool has gained wide popularity and credit rating in the marketing world. Ansoff Matrix is specifically useful for business organizations which have growth objectives. Ansoffs product/market growth matrix suggests that a business attempts to grow depend on whether it markets new or existing products in new or existing markets. Four strategies ar e generally prescribed-market penetration, market development, product development and diversification. commercialize penetration is a companys strategy which aims to serve current market with its existing products. With this growth strategy, the company aims to addition