To beer or not to beer - Nbev and the beer market

Abstract

1 Introduction When we started the analysis of the beer market we asked ourselves different question we wanted to be answered. At first, we wanted to know how beer was properly made. Following to that, we wanted to find out which were the leading companies in the world and in Europe. From the moment we figured that out, we decided to emphasize on Inbev in comparison to its competitors. We continued the inquiry by looking for the production and sales figures compared to the market and amongst each other. When we found those figures by country and by brewer we were able to discuss their globalisation ratio, diversification ratio and geographical spread. Having those ratios we could formulate the strategy for every company and compare them to Inbev in order to find out which were the main trends in the European market, as well as the strengths and weaknesses of Inbev. We had also a closer look at the production strategy of Inbev as nowadays differentiation only is not sufficient to lead a mature industry like the beer industry.