Les forces globales et l'industrie brassicole européenne

This case study is to focus on the brewing industry which developed itself in Europe. Because of the growing pressure in global market, this industry is currently rethinking its strategy in order to strengthen the brand images and ensure the development of major firms. Consumer needs are changing and the companies have to adapt their strategies. For example, the Youth market is now asking for flavoured beer.
Imports and exports of beers have been flourishing and playing an important role. For instance, Heineken, the biggest European brewery businesses, is ranked first in the top exported lager brands.

Moreover, keen global competition leads to a wealth of acquisitions throughout the world such as Heineken/BBAG. Additionally, brands are looking for reinforcing their image worldwide. Large global brewers aim at economies of scale. Indeed, they control a series of key brands so that volume sales help to contain costs. Efficiency is also the rule. Relocation means concentration and consequently costs control as well as increasing volume capacity.