BUS 599week6assignment3 Case #13 Corona Beer

BUS 599week6assignment3 Case #13 Corona Beer - Assignment:...

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Assignment: #3 Case #13 Corona Beer BUS 599
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Identify and discuss the trends in the global beer markets. Brewing has historically been a local Historically, the brewing of beer has been a localized industry with only a few companies holding a large portion of the international market. However, within the last couple of decades, consolidation in the brewing industry has increased. Consolidation initially started in Western Europe and North America, but recently began to include the markets of Eastern Europe, Asia and Latin America. In 2003, the world beer sales volume increased 2.3% over the previous year, to 1,484 million hectoliters. Consumption in China and other developing countries was the driving force of growth. Increased market saturation slowed the volume growth in more established markets. Volume sales did not increase as rapidly as value sales, which were up by 10.2%. One trend that has gained momentum in the last decade is the move towards “light” and “low- carbohydrate” beers to target heath conscious consumers. Due to rising incomes and increasing responsiveness to brand loyalty and marketing strategies, traditional spirits are being replaced by beer.
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BUS 599week6assignment3 Case #13 Corona Beer - Assignment:...

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