Brewer Essay Example | Topics and Well Written Essays - 2500 words

Brewer - Essay Example The companies in both countries also expand through the acquisition, cooperation as well as licensing with the local parties. There is also a pest analysis which can further help in highlighting the biggest influences on the company’s organizational strategies both currently as well as in the future. Similarly these influences can either be positive or even negative but the key issue in the analysis is identifying and concentrating upon the trends and factors which will most likely have the greatest impact upon the future of the organization. (Kenneth, 1992) The beer markets in Germany have always been one of the key export markets in Europe even though the marketing of beer in the UK is primarily affected by the trade marketing activities in the cooperation with the key customers in the European Union. The company Oetker has however been aiming to enter the UK market and it has laid down its clear objectives towards the achievement of its goal. This will however have major consequences to the Burton on Trent brewing company which already enjoys its presence in the UK market. Since Germany is the largest beer company in Europe it has the highest per capita consumption of beer in the world and with the prospects of the new entrant Oetker in the market segment there are prospects of the consumption levels not increasing especially because of the existence of other beer companies like Burton on Brent in the market. (Kenneth, 1992) Oekter is one of the largest drinks companies in Europe and its entry in the European market will pose a particular challenge to its competitor Burton on Trent. Oetker continues to further seek ways of expanding into the new markets while it still moves towards the expansion to new markets and the increased market share domination in the areas it already occupies. The market for beers in their various guises is